This document analyzes and compares the digital presence of three cosmetic brands: NARS, Clinique, and Perricone MD. It provides a SWOT analysis of the cosmetic industry in general. It then gives each brand's Digital IQ scores by category and overall, with NARS and Perricone MD scoring in the "Gifted" range of 110-140 and Clinique scoring in the "Challenged" range of 70-90. Clinique's scores were lowest across all categories measured.

1. Digital I
Beauty & Skin Care

2. Contents…
• Sites taken for analysis :
SEMrush.com
Alexa.com
Grader.com
• Examples taken :
NARS
Clinique
Perricone MD

3. 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

25. 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.

48. 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.

63. 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