Urban Decay The Only Genius Beauty Brand In L2's 2016 Beauty Digital IQ Index

L2 has published its 2016 Digital IQ Index® for Beauty. There’s just one Genius brand this year, down from five in 2015, and L2 says brands from large companies have to compete with agile rivals as social media and e-tailers like Amazon weaken barriers to entry. The top brand is L’Oréal’s Urban Decay, with a Digital IQ of 142. L2 says the brand “boasts the most sophisticated mobile site in the Index”, featuring an augmented reality app. Two brands share second spot at 136: Benefit, which is prioritizing mobile and responds fast on Facebook Live; and Maybelline, the “most visible brand in the Index when it comes to paid search.” Lancôme, MAC, L’Oréal, Bobbi Brown, Clinique, Kiehl’s and Too Faced fill the remaining top 10 spots.