L2 Digital IQ Index Beauty: Germany

Germany boasts the largest population of Internet users in Western Europe, according to L2 Think Tank. About 61% of Germans engage in e-commerce—the highest percentage in any nation. But the beauty industry lags behind in digital sales, where in 2012 sales of color items were 6.9% or $96 million, skin care was 5% or $122 million and fragrance was 3.7% sales or $80 million, according to Euromonitor.