Personal care brands failing to capitalise on online opportunities

Personal care brands are failing to maximise online opportunities, according to a recent study by digital think-thank L2.

The Digital IQ Index: Personal Care report, which surveyed 75 operators in the US market based on their website, digital marketing, mobile and social media presence, found that only 4% of beauty and personal care sales take place online, with 74% of shoppers preferring third-party websites to manufacturers’ own. Less than 20% of brands have an iPhone, iPad or Android app.

Ranking brands’ digital IQ on a sliding scale from Genius, Gifted and Average to Challenged and Feeble, the report placed just 3% in the Genius category, with more than half, 54%, deemed Feeble or Challenged. Less than half of personal care brands, 48%, have websites that are at least partly mobile optimised, despite the fact that one third of personal care brand name searches now take place on mobile devices.

A third of personal care brands link to social media platforms from their websites, with Facebook and Twitter being the most popular. Other social media outlets have, however, seen slow uptake from the personal care market, with only 16% of brands present on platforms like Instagram, Tumblr and Google+.

Read the full article on page 9 of the October issue of the Professional Spa and Wellness digital magazine for FREE here, or access the digital magazine by selecting your chosen platform here.