2017英国美容行业（英文版）_14页_2mb

Beauty UK Digital IQ Index Summary

Core Content Overview

The L2 Digital IQ Index® provides a comprehensive assessment of 84 Beauty brands in the UK market across four key categories: Colour Cosmetics & Nails, Fragrance & Skincare, and others. The report highlights the evolving digital landscape in the UK beauty industry, focusing on online and offline commerce integration, mobile optimization, digital marketing, and social media engagement. It also outlines e-tailer distribution trends, navigation and search features, and brand performance rankings.

Main Points

• Integration of Online and Offline Commerce: Brands are investing in functionalities like store locators and enhanced e-commerce, including improved shipping, to meet consumer demands for faster and more flexible fulfillment.

• Mobile Commerce Growth: In response to the rise of m-commerce, 16 brands, including Chanel and NYX, have added mobile commerce features this year. Brands must either build best-in-class mobile sites or outsource to compete effectively.

• Digital IQ Index Methodology: The index evaluates brands across five categories: GENIUS, GIFTED, AVERAGE, CHALLENGED, and FEEBLE. It measures digital competence in four dimensions:

  • Site & E-Commerce: Search and navigation, product pages, e-tailer visibility.
  • Digital Marketing: Search traffic, web advertising, email marketing, earned media.
  • Social Media: Facebook, Instagram, YouTube, Snapchat.
  • Mobile: Mobile site optimization, mobile search, mobile advertising.

• Key Features Adopted: Brands are enhancing navigation and search functionality, with "Sort by Price" being the most common feature (38%), followed by "New Arrivals" (37%) and "Best Sellers" (33%). Autocorrect and search bars have also become more widespread.

• UGC and Video Content: There has been a significant increase in the use of user-generated content (UGC) and on-site video libraries, with UGC rising from 6% to 27% and video libraries increasing by 13%.

• E-Tailer Distribution: Boots remains the top e-tailer for Index brands, with 64% of brands distributed there. FeelUnique is a close second with 61%, followed by various department stores. Amazon has seen a 71% increase in the number of Index brands present on its platform, despite carrying fewer brands than others.

• Facebook Engagement: With half the UK population on Facebook, brands are adapting to its pay-to-play model. 56% of Index brands have a local UK page, and 84% experimented with paid posts, with 69% increasing their share of promoted posts in 2016.

• Top Performers: Brands like LVMH, Estée Lauder Companies Inc., and L'Oréal Group are leading the rankings, with LVMH and Estée Lauder showing strong digital IQ scores. Charlotte Tilbury and Urban Decay are highlighted for their mobile and video strategies.

Key Insights

• Consumer Expectations: The distinction between online and offline commerce is blurring, and consumers now expect faster and cheaper fulfillment.

• Digital Competence: Brands with GENIUS and GIFTED ratings demonstrate advanced digital strategies, including creative messaging, omnichannel integration, and effective use of UGC and influencer content.

• Challenges: Brands in the CHALLENGED and FEEBLE categories are struggling with navigation, search functionality, and digital marketing efforts, indicating a need for strategic improvements.

• Adaptation to Algorithm Changes: Brands are adapting to Facebook's algorithm changes by reducing post frequency and increasing ad spend to maintain engagement and reach.

Conclusion

The report underscores the importance of digital transformation in the UK beauty industry, emphasizing omnichannel integration, mobile optimization, and social media engagement as key drivers of success. Brands that are streamlining navigation, leveraging UGC and video content, and adapting to e-commerce platforms are better positioned to meet consumer expectations and improve their digital IQ scores.