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UK Consumers Search for Beauty Online

Searches for beauty products soared 48% in September

November 14, 2013 | Advertising & Marketing | CPG

Beauty product searches have soared by 48% in the UK in September compared to the previous quarter, according to new research from Greenlight.

Of the 2.5 million Google requests in the beauty category for September, the majority were for makeup and haircare, each responsible for just under one-third of searches. However very sharp increases were recorded for nailcare, a 142% increase, and fragrance, a 118% increase. Returns for these searches led most often to, which accounted for 41% of organic returns, while took 53% of paid listings.

Share of Beauty Keyword Searches* in the UK, by Subcategory, Sep 2013 (% of total)

Research by Kinetic for its “Moving Minds Panel,” conducted in late September, shows that when considering gifts for Christmas, UK internet users think about perfume and cosmetics as top gifts, the joint second-most-popular category of the nine listed. But of this category far more would buy in-store (44%) rather than online (28%).

With searches for beauty and cosmetics products increasing, this may be the year we see this category start to slide online, particularly as consumers switch to mobile and showroom products for better pricing. Greenlight’s search results shows branded fragrance products were popular searches, and may be the way to give consumers confidence to buy these luxury products online, particularly if the retailers listed on Ebay or on Amazon are trusted.


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