Estée Lauder topped the charts as most digitally active by expanding its platforms from three to six, promoting sampling campaigns with fan reviews as well as developing an optimised local search that outperforms all other brands on Chinese search engine So.com, according to the latest L2 Excerpt, Digital IQ Index: China Beauty Supplement.
Lancôme falls into second place with a successful BBS forum, a popular TVC that outperformed its global edition and its social media efforts tapping into female-dominated platforms Meilisho and Mogujie.
The report also found that at least half of the high-end beauty and lifestyle brands have e-commerce, with Bobbi Brown and Shiseido joining last year with local platforms that show prices in RMB, user review ratings, live chat and offer free shipping with purchases over a certain amount.
The next “it” service the industry, the report suggests, would allow customers choose samples during check out, while some brands like Clarins and SK-II have started their m-commerce sites.
The report looks at the brands’ activity on various venues on mobile platforms, social media, digital marketing and websites.