L2 Mobile and Tablet Report

L2 Think Tank recently reported insights on the roles smartphone and tablet devices play in a direct-to-consumer strategy.

more

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.

more

L2: Digital IQ Index: Beauty France Report

L2’s 2014 Digital IQ Index: Beauty France report assesses and ranks the digital performance of 58 global and local Beauty brands in the French market over the past year. Here are some highlights of their findings:

more

Instagram: A Report Card by L2 Think Tank

In August 2013, L2 surveyed prestige brands across 15 global social media platforms, taking a deep dive into Instagram, evaluating performance and programing of 249 prestige brands on the platform. Here are some highlights of their findings:

more

One-on-One with Sephora’s Julie Bornstein

Julie Bornstein, Chief Marketing and Digital Officer at Sephora, was a speaker at L2 Think Tank’s recent Global Prestige Forum at Manhattan’s Times Center. Interviewed by L2 Founder and NYU Stern Clinical Professor of Marketing, Scott Galloway, Julie talked about the evolution of the CMO role, the beauty brands she thinks are doing it right and her thoughts on Amazon entering luxury beauty.

more

L2: Multichannel Retail Report

L2 Think Tank analyzes how 79 prestige retailers and brands are using digital to drive customers to brick-and-mortar channels. By examining email, site, mobile, and search data, L2 attempts to determine the brands and best practices that are removing organizational and technological barriers and delivering a true multichannel experience. Here some key points from their report:

more

Who’s Digitally Smart in Hair Care?

L2 Think Tank has taken a deep dive into the Digital IQ of one of Beauty Insider favorite categories: Hair Care. The overall message? Save for a few key players, hair care brands in both the mass and salon arenas need to step up their game. What isn’t working? The typical recipe of celebrity spokespersons + TV ads + print ads to support hefty launch loads. L2 sees this as a “media arms race that erodes margins.” Success stories, L2 points out, limit traditional media and retail channels, both of which L2 said “are in structural decline.” Here, key learnings from the study.

more

Who's Digitally Smart in Hair Care?

L2 Think Tank has taken a deep dive into the Digital IQ of one of Beauty Insider favorite categories: Hair Care. The overall message? Save for a few key players, hair care brands in both the mass and salon arenas need to step up their game. What isn’t working? The typical recipe of celebrity spokespersons + TV ads + print ads to support hefty launch loads. L2 sees this as a “media arms race that erodes margins.” Success stories, L2 points out, limit traditional media and retail channels, both of which L2 said “are in structural decline.” Here, key learnings from the study.

more