L2’s Digital IQ Index®: Beauty reveals an industry rapidly growing in sophistication. Three out of four Index brands earned spots in the Gifted or Average categories, reflecting increased digital investments in the form of retailer partnerships, omnichannel initiatives, and influencer relationships. As in 2014, Color Cosmetics and Multi-category brands netted the highest Digital IQs; in contrast, Fragrance brands trail behind due to creative and licensing red tape.
