L2 Think Tank has taken a deep dive into the Digital IQ of one of Beauty Insider favorite categories: Hair Care. The overall message? Save for a few key players, hair care brands in both the mass and salon arenas need to step up their game. What isn’t working? The typical recipe of celebrity spokespersons + TV ads + print ads to support hefty launch loads. L2 sees this as a “media arms race that erodes margins.” Success stories, L2 points out, limit traditional media and retail channels, both of which L2 said “are in structural decline.” Here, key learnings from the study.