L2 Think Tank’s Digital IQ Index: Personal Care surveys the digital performance of 75 personal care brands (think Huggies, Colgate, Neutrogena, Oral-B).

It turns out that Facebook and Twitter are the most-adopted social networks of those top brands, with Pinterest and Instagram trailing behind. Interestingly, though, 9% of said Twitter accounts were classified as “placeholders,” so the brand had the profile name but wasn’t using the account at all.

On top of that, 8% were inactive Twitter accounts. 59% were active (compared to 85% active Facebook pages, 1% inactive, and 0 placeholder pages).

Overall, diaper brands scored the highest digital IQ, but personal care brand websites across the board are performing pretty shabbily.

Download the Digital IQ Index: Personal Care report here.

(Source: L2 Think Tank. Cosmetic products image via Shutterstock.)