L2, authors of the Digital IQ Index®, count down 2011's most innovative programs from prestige brands across all digital media—site, social media, mobile, and digital advertising.

#4: Estée Lauder Companies
A digital powerhouse in beauty is beginning to emerge. In L2’s 2011 Digital IQ Index: Beauty, Estée Lauder Companies nabbed the top four spots, including the Genius designations for M.A.C. and Clinique.

The organization registered an average Digital IQ of 122 across its eight brands, a 9 percent increase from last year and 18 points higher than any other multi-brand organization.

Estée Lauder’s success is the result of a strong e-commerce legacy and shared technology investments. Estée Lauder’s eight brands utilize the same e-commerce platform and tactics such as user reviews. Estée Lauder also leverages live chat and Facebook sampling across the organization’s portfolio.

The greatest evidence of the enterprise value the Estee Lauder Companies have built is the ascent of Smashbox. A May 2010 Estée Lauder acquisition, Smashbox registered a 14-point increase in Digital IQ and was one of 2011’s biggest winners.

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