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The greenlight sector

REPORT FOCUS Makeup Hair Care Fragrance Skin Care Nail Care

An exclusive snapshot of the online Search landscape

FEB 2016

Report Overview Executive Summary This report profiles search behaviour for the online Beauty sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Beauty-related terms. In our analysis we established that:

In February, 4.1 million searches were made by consumers searching for Beauty-related terms on Google UK.

Queries for makeup keywords accounted for 42% of all searches made for the sector.

The search term 'mac makeup' was queried 135,000 times, accounting for 3% of all searches made for the sector.

boots.com was the most visible website in the Natural Search listings, achieving a 50% share of voice.

amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 50% share of voice.

amazon.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Beauty Sector Report

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February 2016

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The most visible websites and advertisers on Google UK

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February Overview In February 2016, 4.1 million searches were made for Beauty-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Beauty market in the past 12 months. Number of searches by subsector At a glance In February, 4.1 million searches were made for beauty keywords. Searches for makeup keywords were most popular, accounting for 42% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Beauty: Overall 4.1 million searches In February 2016, 4.1 million searches were made by consumers searching for Beauty-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 5,881 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘mac makeup’ was queried 135,000 times, accounting for 3% of all searches made for Beauty-related keywords.

boots.com was the most visible website, achieving a 50% share of voice through ranking for 2,676 keywords, including the search terms ‘benefit makeup’ and ‘lip balm’. The 20 most visible websites: amazon.co.uk attained a 35% share of voice through ranking for 3,036 keywords, including the search terms ‘foundation brush’ and ‘silver shampoo’.


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February 2016

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Beauty: Fragrance 720,070 searches In February 2016, 720,070 searches were made by consumers searching for fragrance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 980 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘perfume’ was queried 33,100 times, accounting for 5% of all searches made for Fragrance-related keywords.

theperfumeshop.com was the most visible website, achieving a 73% share of voice through ranking for 615 keywords, including the search terms ‘perfume’ and ‘alien perfume’. The 20 most visible websites: boots.com attained a 66% share of voice through ranking for 605 keywords, including the search terms ‘aftershave’ and ‘hugo boss aftershave’.


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Natural Search Beauty: Hair Care 1 million searches In February 2016, 1 million searches were made by consumers searching for hair care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,862 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘curling wand’ was queried 22,200 times, accounting for 2% of all searches made for Hair Care-related keywords.

amazon.co.uk was the most visible website, achieving a 47% share of voice through ranking for 996 keywords, including the search terms ‘silver shampoo’ and ‘sulphate free shampoo’.

The 20 most visible websites:

boots.com attained a 44% share of voice through ranking for 740 keywords, including the search terms ‘silver shampoo’ and ‘dry shampoo’.


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February 2016

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Beauty: Makeup 1.7 million searches In February 2016, 1.7 million searches were made by consumers searching for makeup-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,657 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘mac makeup’ was queried 135,000 times, accounting for 8% of all searches made for Makeup-related keywords.

boots.com was the most visible website, achieving a 44% share of voice through ranking for 660 keywords, including the search terms ‘benefit makeup’ and ‘lip balm’. The 20 most visible websites: superdrug.com attained a 30% share of voice through ranking for 373 keywords, including the search terms ‘makeup brushes’ and ‘lipstick’.


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Natural Search Beauty: Nail Care 224,610 searches In February 2016, 224,610 searches were made by consumers searching for nail care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 475 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘gel nail polish’ was queried 14,800 times, accounting for 7% of all searches made for Nail Care-related keywords.

boots.com was the most visible website, achieving a 54% share of voice through ranking for 220 keywords, including the search terms ‘gel nail polish’ and ‘nail polish’. The 20 most visible websites: amazon.co.uk attained a 53% share of voice through ranking for 287 keywords, including the search terms ‘nail clippers’ and ‘glass nail file’.


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February 2016

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Beauty: Skin Care 399,400 searches In February 2016, 399,400 searches were made by consumers searching for skin care-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 907 keywords analysed. Top 10 search terms: Overview: In February, the keyword ‘best eye cream’ was queried 9,900 times, accounting for 2% of all searches made for Skin Care-related keywords.

boots.com was the most visible website, achieving a 55% share of voice through ranking for 451 keywords, including the search terms ‘face mask’ and ‘face masks’. The 20 most visible websites: amazon.co.uk attained a 24% share of voice through ranking for 373 keywords, including the search terms ‘bulldog moisturiser’ and ‘retinol eye cream’.


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Paid Media Beauty: Overall 4.1 million searches In February 2016, 4.1 million searches were made for Beauty-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 5,881 keywords analysed. The 30 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 50% share of voice through bidding on 3,195 keywords, at an average ad position of 5.

fragrancedirect.co.uk achieved a 13% share of voice through bidding on 690 keywords, at an average ad position of 6.


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February 2016

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Beauty: Fragrance 720,070 searches In February 2016, 720,070 searches were made for fragrance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 980 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 77% share of voice through bidding on 816 keywords, at an average ad position of 5. fragrancedirect.co.uk achieved a 47% share of voice through bidding on 521 keywords, at an average ad position of 6. fragrancex.com displayed the most visible individual ad creative, achieving a 10% share of voice.

The 5 most visible ad creatives:


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Paid Media Beauty: Hair Care 1 million searches In February 2016, 1 million searches were made for hair care-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,862 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 55% share of voice through bidding on 953 keywords, at an average ad position of 4. ebay.co.uk achieved a 13% share of voice through bidding on 446 keywords, at an average ad position of 7. amazon.co.uk displayed the most visible individual ad creative, achieving a 3% share of voice.



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February 2016

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Beauty: Makeup 1.7 million searches In February 2016, 1.7 million searches were made for makeup-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,657 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 36% share of voice through bidding on 728 keywords, at an average ad position of 5. loreal-paris.co.uk achieved a 16% share of voice through bidding on 204 keywords, at an average ad position of 6. maccosmetics.co.uk displayed the most visible individual ad creative, achieving an 8% share of voice.



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T: +44 (0)20 7253 7000

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Paid Media Beauty: Nail Care 224,610 searches In February 2016, 224,610 searches were made for nail care-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 475 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 67% share of voice through bidding on 271 keywords, at an average ad position of 4. ebay.co.uk achieved a 27% share of voice through bidding on 158 keywords, at an average ad position of 7. sallyhansen.com displayed the most visible individual ad creative, achieving an 8% share of voice.



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February 2016

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Beauty: Skin Care 399,400 searches In February 2016, 399,400 searches were made for skin care-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 907 keywords analysed. The 20 most visible advertisers: At a glance: In February, amazon.co.uk was the most visible advertiser, achieving a 40% share of voice through bidding on 427 keywords, at an average ad position of 5. clarins.co.uk achieved a 13% share of voice through bidding on 76 keywords, at an average ad position of 3.

clarins.co.uk displayed the most visible individual ad creative, achieving a 4% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

No website achieved strong



Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


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February 2016

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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance amazon.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. boots.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 5,881 Beauty-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Beauty sector in February 2016.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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February 2016

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