Yves Rocher came out on top of this year’s Digital IQ Index: Beauty France, compiled by research group Gartner L2. The brand was followed by Clarins, in second place, and Lancôme (L’Oréal) in third place. All three brands awarded ‘genius’ status by L2.
Kiko Milano came in fourth and was awarded ‘gifted’ status, along with YSL Beauty (L’Oréal), in fifth place, and Dior (LVMH), in sixth.
The ranking was based on a study that compared 70 beauty brands’ digital performance based on indicators, such as influencer mentions and tags, interactions on Instagram, YouTube video views and Google search volume.
With heavy competition in France’s digital beauty market, the top brands are those that stand out by localizing content on their sites, retailer platforms and social media accounts, says L2.
Top beauty brands by digital IQ 2018 France
1 Yves Rocher
4 Kiko Milano
5 YSL Beauty
7 La Roche-Posay
9 Benefit Cosmetics
10 Make Up For Ever