Download - 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