The haircare industry has some catching up to do to contend with the rest of the beauty sector in digital, according to the latest L2 Report: “Hair Care & Color 2016.”
The report highlights the blurred lines between categories of beauty that continue to develop within the industry. As noted in the report: “The categorizations that once defined the industry—professional and consumer, natural and treated—are fading, thanks in part to e-tailers like Amazon. As the lines blur, many of the rules that once defined the haircare industry are no longer relevant, and brands must adjust to the changing landscape.”
Concerning digital analytics, a number of companies came out above the rest in their digital successes. Those companies were recognized as “Genius Level” participants in the digital space. Other Top 10 companies ranked at the “Gifted Level” in the report, also performing above average in their digital endeavors. They are as follows:
Genius Level
1. L’Oréal
2. Pantene
3. Garnier
Gifted Level
4. Redken
5. Dove
6. Head & Shoulders
7. Aveda
8. Bumble and bumble
9. John Frieda
10. Carol’s Daughter
The report also observed the beauty sector’s share of related and branded Google terms, as follows:
Top Related Google Search Terms
14% Other
21% Brand Social
27% Brand Site
38% Retail
Top 5 Branded Search Terms on Google
31% Amazon
14% ULTA
9% Walmart
7% Walgreens
4% Drugstore
4% Sephora
The combined share of Instagram Posts, represented by the Top 5 beauty companies, came in just below 30%:
9% L’Oréal Paris
6% Miss Jessie’s
4% Carol’s Daughter
4% OUAI
4% Bumble and bumble
The combined share of Instagram interactions, represented by the Top 5 beauty companies, came in at 40%:
16% L’Oréal Paris
8% Carol’s Daughter
7% Revlon
5% Drybar
4% Shea Moisture
The shares of Facebook Interactions among the Top 5 digital beauty winners were as follows:
Indie Companies (including Moroccanoil, Olapex, Pravana and Paul Mitchell) 34%
Estee Lauder Cos. 19%
L’Oréal Group 14%
LVMH 12%
P&G 9%
The report also provided analytics on the relative digital sophistication of beauty brands versus haircare and color brands in 2016, as viewed in the accompanying graphic.
For more information, visit l2inc.com.
[Image courtesy of L2]