The number of UK online searches relating to beauty products in September rose 48% on the last quarter, reveal search insights from the latest ‘Beauty Sector Report – Issue 2’, published by leading independent digital marketing agency, Greenlight. According to the report, queries relating to nail care and fragrances saw the highest gains.
A total of 2.5 million searches were made on Google UK in September for skincare, hair care, nail care, make-up and fragrances.
Searches pertaining to make-up (32%) and hair care (31%) accounted for the majority of beauty care queries, with the likes of foundation, BB cream, EOS lip balm, dip dye hair colourants, caffeine shampoos and ghd hair straighteners, featuring prominently. However, search volumes for nail care (270,010) and fragrances (445,120) enjoyed the most dramatic quarter-on-quarter rise, a staggering 142% and 118%, respectively, on June levels.
When it came to nail care, ‘opi nail polish’ was the most searched for term, accounting for 7% of nail care-related queries. ‘gel nail polish’ and ‘shellac nail polish’ followed, accounting for 5% a piece. Other terms that featured in the top ten included ‘french manicure’, ‘nail wraps’ and ‘false nails’.
According to Greenlight’s league table charting the most visible sites to nail care-related queries, ebay.co.uk, visible to 166,094 searches, was the most prominent site in the organic listings, attaining a 62% share of visibility.
Accounting for 7% of searches, the term ‘perfume’ was the most popular keyword consumers used to look for scents online. ‘cheap perfume’ followed with 3%.
The most queried fragrance brands were Alien and Jimmy Choo, with the terms ‘alien perfume’, and ‘jimmy choo perfume’ each accounting for 3% of searches. Chanel followed, the term ‘chanel perfume’ accounting for 2%.
theperfumeshop.com was the most visible site in the natural listings for fragrance-related searches. Being visible to 328,000 searches saw it achieve a 74% share of voice. Amazon.co.uk was the most prominent site in the paid listings, with 75%.
Across the board however, ebay.co.uk was the most visible site for beauty product-related searches in the organic listings, achieving a 41% share of voice. In the paid listings meanwhile, amazon.co.uk was the most visible advertiser, with 53%.
For more information regarding this article please visit: www.greenlightdigital.com | @GreenlightMKTG
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