digital iq of beauty & skincare

Digital I

Beauty & Skin Care

Contents…• Sites taken for analysis :

SEMrush.com

Alexa.com

Grader.com

• Examples taken :

NARS

Clinique

Perricone MD

SWOT Analysis

• The cosmetic industry is near maturity• The current annual retail sales of the

industry totalled up to $14.5 billion.

• 700 growing cosmetic companies competing in the market

• Intense competition

• A strategy of focusing on special niches• The senior citizen population is a large

growing market segment

• Consumers that time then tend to settle for the less expensive lines.

• Prices were invariable and steady but promotion budgets were growing and getting greater than ever

Strength

Opportunity Threat

Weakness

Digital IQ Index• Site – 28/40• Digital marketing – 29/30• Mobile – 12/15• Social media – 13/15

• Digital IQ – 123• Gifted(110-140)• These sites are crawlable, brand enhancing, and are typically e-commerce

enabled. These brands are also experimenting with a variety of web applications.

Clinique • Site : 30% • Digital Marketing : 10%• Mobile : 7%• Social Media : 10%

Digital I.Q : 85.5• Challenged(70-90)• These brands have aesthetically appealing sites, but often poorly integrate

the purchase and product experience. There is limited engagement beyond their web property.

Digital IQ Index• Site – 33/40• Digital marketing – 22/30• Mobile – 10/15• Social media – 9/15

• Digital IQ – 111• Gifted(110-140)• These sites are crawl able, brand enhancing, and are typically e-

commerce enabled. These brands are also experimenting with a variety of web applications