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.

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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:

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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:

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L2’s Scott Galloway, Maureen Mullen on Brands As Media Companies

Tuesday evening kicked off FIT’s first event of 2013 from the Cosmetic and Fragrance Marketing and Management Master’s in Professional Studies Alumni Association titled: Brands As Media Companies. Presented by L2 Digital Think Tank’s Scott Galloway and Maureen Mullen, the event was held at the House of Bumble, and sponsored by The Estée Lauder Cos., and shared with dozens of brand employees (from Estée Lauder, Procter & Gamble and Unilever, to name a few) insights on today’s digital realm. Here, some of the most exciting data. (Photo Caption, from left: Frank Fronzo, The Estée Lauder Companies; Teril Turner, Bergdorf Goodman; Scott Galloway, Founder, L2 Digital Think Tank; Maureen Mullen, Research and Advisory Lead, L2 Digital Think Tank; Peter Lichtenthal, Global President Bumble and bumble and Smashbox; Carly Guerra, ELC & President F.I.T. CAFAA; Alex Fritsch Gil, The Estée Lauder Companies; Mark Polson, Vice President Creativity and Innovation, The Estée Lauder Companies.)

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Scott Galloway on Building His Think Tank

Scott Galloway, a Clinical Professor of Marketing at NYU Stern School of Business, founded L2, a think tank for prestige brands, with the aim of increasing brands’ digital IQs. Professor Galloway spoke with Beauty Insider about how his think tank came to life, his favorite sector of the prestige market and who are likely to be the icons of tomorrow.

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L2: Fragrance Among the Weakest Sectors Online

Ever wonder how engaging and relevant fragrance brands are online? L2, the New York-based digital think tank, conducted a deep dive into the digital competence of 63 global fragrance brands. The above video sheds some light into fragrance’s digital intelligence (hint: most have a lot to learn.)

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