L’Oréal, Estée Lauder and Procter & Gamble are the owners of the most digitally competent hair care and color brands by estabilishing direct relationship with consumers online. L’Oréal Paris, Aveda and Pantene were named as the op 3 genius brand in L2 ThinkThank’s latest Hair Care and Color Digital Index in what has been dubbed the hair wars.

L’Oréal has gained significant market share on the backs of its l’Oréal Paris brand, which drove 75% of the value growth creation in the category in 2013, stemming from the launch of its Adavanced hair care line. Estée Lauder reported healthly sales growth of its Aveda and Bumble and cumble brands in fiscal 2013, in part thanks to partnership with specialty retailers such as Sephora.

The cocktail for success is no longer a mix of celebrity endorsements, product innovation and aggressive print and tv spent but now it’s necessary to ESTABILISH DIRECT RELATIONSHIPS WITH THE END CONSUMER.