User reviews, social media boost beauty brands' 'digital IQ'

Clinique, MAC, Lancome, Aveda, and L'Oréal Paris are the most "digitally intelligent" beauty brands, according to a ranking released by the New York-based Luxury Lab.

The Digital IQ Index of Beauty Brands, whose publication followed the October release of its Digital IQ Index of Luxury Brands, quantifies the digital competence of 40 beauty brands by accessing brand websites, digital marketing strategies, social media initiatives and mobile applications.

Clinique received accolades for being one of the first beauty brands to include user reviews. Moreover, its "My Skin Consultation" feature on its website brings the experience of the beauty counter to life, with an animated beauty saleswoman that helps web users identify customized skin-care solutions. In addition, Clinique boasts a strong social media presence and is the only brand in the category with a globally targeted Facebook page (Clinique UK, Clinique France, Clinique Australia, etc.).

MAC was ranked second, thanks to its creative social media initiatives. With 1.39 million fans, it is the most-followed beauty brand on Facebook today. It mans a constantly updated YouTube channel, in which MAC professional artists demonstrate how to achieve the hottest looks of the season, as well as a strong Twitter presence - 32 artists have tweeted for the company since 2008. 

Lancome won brownie points for leveraging the Web fan base of YouTube beauty guru and vlogger Michelle Phan, who boasts nearly a million subscribers and 50 million upload views on her channel. In February, the 23-year-old Vietnamese-American art student was chosen as the brand's official Video Makeup Artist.

Last but not least, Aveda was praised for its highly interactive site, which offers live chat and a bevy of beauty advisory features, while L'Oréal Paris earned "digital genius" points for its innovative YouTube channel featuring tips from Web gurus using L'Oréeal branded products.

Top Ten Beauty Brands with the highest digital IQ (as ranked by Luxury Lab):

1. Clinique

2. MAC

3. Lancome

4. Aveda

5. L'Oréal Paris

6. Bare Escentuals

7. Perricone M.D.

8. Bobbi Brown

9. Avon

10. Benefit


PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
News
people
Life and Style
President Obama, one of the more enthusiastic users of the fist bump
science
Arts and Entertainment
Peter Griffin holds forth in The Simpsons Family Guy crossover episode
tv
Life and Style
Upright, everything’s all right (to a point): remaining on one’s feet has its health benefits – though in moderation
HealthIf sitting is bad for your health, what happens when you stay on your feet for a whole month?
News
Kristen Stewart and Rupert Sanders were pictured embracing in 2012
people
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    HSE Manger - Solar

    £40000 - £45000 Per Annum: The Green Recruitment Company: Job Title: HSE Mana...

    Data Governance Manager (Solvency II) – Contract – Up to £450 daily rate, 6 month (may go Permanent)

    £350 - £450 Per Day: Clearwater People Solutions Ltd: We are currently looking...

    Powertrain Design Engineer

    competitive: Progressive Recruitment: I hope you are well. My client based in ...

    Java Developer - Banking - London - Up to £560/day

    £500 - £560 per day: Orgtel: Java Developer FX - Banking - London - Up to £560...

    Day In a Page

    A new Russian revolution: Cracks start to appear in Putin’s Kremlin power bloc

    A new Russian revolution

    Cracks start to appear in Putin’s Kremlin power bloc
    Eugene de Kock: Apartheid’s sadistic killer that his country cannot forgive

    Apartheid’s sadistic killer that his country cannot forgive

    The debate rages in South Africa over whether Eugene de Kock should ever be released from jail
    Standing my ground: If sitting is bad for your health, what happens when you stay on your feet for a whole month?

    Standing my ground

    If sitting is bad for your health, what happens when you stay on your feet for a whole month?
    Commonwealth Games 2014: Dai Greene prays for chance to rebuild after injury agony

    Greene prays for chance to rebuild after injury agony

    Welsh hurdler was World, European and Commonwealth champion, but then the injuries crept in
    Israel-Gaza conflict: Secret report helps Israelis to hide facts

    Patrick Cockburn: Secret report helps Israel to hide facts

    The slickness of Israel's spokesmen is rooted in directions set down by pollster Frank Luntz
    The man who dared to go on holiday

    The man who dared to go on holiday

    New York's mayor has taken a vacation - in a nation that has still to enforce paid leave, it caused quite a stir, reports Rupert Cornwell
    Best comedians: How the professionals go about their funny business, from Sarah Millican to Marcus Brigstocke

    Best comedians: How the professionals go about their funny business

    For all those wanting to know how stand-ups keep standing, here are some of the best moments
    The Guest List 2014: Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks

    The Guest List 2014

    Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks
    Jokes on Hollywood: 'With comedy film audiences shrinking, it’s time to move on'

    Jokes on Hollywood

    With comedy film audiences shrinking, it’s time to move on
    It's the best of British art... but not all is on display

    It's the best of British art... but not all is on display

    Voted for by the British public, the artworks on Art Everywhere posters may be the only place where they can be seen
    Critic claims 'I was the inspiration for Blanche DuBois'

    Critic claims 'I was the inspiration for Blanche DuBois'

    Blanche Marvin reveals how Tennessee Williams used her name and an off-the-cuff remark to create an iconic character
    Sometimes it's hard to be a literary novelist

    Sometimes it's hard to be a literary novelist

    Websites offering your ebooks for nothing is only the latest disrespect the modern writer is subjected to, says DJ Taylor
    Edinburgh Fringe 2014: The comedy highlights, from Bridget Christie to Jack Dee

    Edinburgh Fringe 2014

    The comedy highlights, from Bridget Christie to Jack Dee
    Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

    Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

    The woman stepping down as chair of the Heritage Lottery Fund is worried