The greenlight sector

The greenlight sector
REPORT
FOCUS
Makeup
Hair Care
Fragrance
Skin Care
Nail Care
An exclusive snapshot of the online Search landscape
NOV 2015
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 November, 5.9 million searches were made by consumers searching for Beauty-related terms on Google UK.
Queries for fragrance keywords accounted for 35% of all searches made for the sector.
The search term 'mac makeup' was queried 201,000 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 61% share of voice.
amazon.co.uk was the most visible advertiser in the Paid Media space, achieving a 73% 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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November 2015
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The most visible websites and advertisers on Google UK
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November Overview
In November 2015, 5.9 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 November, 5.9 million searches
were made for beauty keywords.
Searches for fragrance keywords were
most popular, accounting for 35% of all
searches made for the sector.
Retrospective 12 month view
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
3
Natural Search
Beauty: Overall
5.9 million searches
In November 2015, 5.9 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 November, the keyword ‘mac
makeup’ was queried 201,000 times,
accounting for 3% of all searches made
for Beauty-related keywords.
boots.com was the most visible
website, achieving a 61% share of voice
through ranking for 2,631 keywords,
including the search terms ‘makeup
brushes’ and ‘hugo boss aftershave’.
The 20 most visible websites:
amazon.co.uk attained a 45% share of
voice through ranking for 3,010
keywords, including the search terms
‘eos lip balm uk’ and ‘eternity perfume’.
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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Beauty: Fragrance
2 million searches
In November 2015, 2 million 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 November, the keyword ‘alien
perfume’ was queried 110,000 times,
accounting for 5% of all searches made
for Fragrance-related keywords.
boots.com was the most visible
website, achieving a 77% share of
voice through ranking for 544
keywords, including the search terms
‘hugo boss aftershave’ and ‘aftershave’.
The 20 most visible websites:
theperfumeshop.com attained a 75%
share of voice through ranking for 544
keywords, including the search terms
‘alien perfume’ and ‘perfume’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
5
Natural Search
Beauty: Hair Care
1.2 million searches
In November 2015, 1.2 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 November, the keyword ‘ghd hair
straightener’ was queried 40,500
times, accounting for 3% of all
searches made for Hair care-related
keywords.
amazon.co.uk was the most visible
website, achieving a 59% share of
voice through ranking for 1,059
keywords, including the search terms
‘clip in hair extensions uk’ and ‘best
hair curlers’.
The 20 most visible websites:
boots.com attained a 55% share of
voice through ranking for 803
keywords, including the search terms
‘curling wand’ and ‘babyliss curling
wand’.
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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Beauty: Makeup
2 million searches
In November 2015, 2 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 November, the keyword ‘mac
makeup’ was queried 201,000 times,
accounting for 10% of all searches
made for Makeup-related keywords.
boots.com was the most visible
website, achieving a 50% share of
voice through ranking for 662
keywords, including the search terms
‘makeup brushes’ and ‘makeup brush
set’.
The 20 most visible websites:
debenhams.com attained a 39% share
of voice through ranking for 298
keywords, including the search terms
‘makeup sets’ and ‘make up sets’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
7
Natural Search
Beauty: Nail Care
298,870 searches
In November 2015, 298,870 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 November, the keyword ‘opi nail
polish’ was queried 22,200 times,
accounting for 7% of all searches made
for Nail Care-related keywords.
boots.com was the most visible
website, achieving a 58% share of
voice through ranking for 203
keywords, including the search terms
‘nail polish’ and ‘manicure set’.
The 20 most visible websites:
amazon.co.uk attained a 56% share of
voice through ranking for 261
keywords, including the search terms
‘nail polish sets’ and ‘mens manicure
set’.
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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Beauty: Skin Care
337,030 searches
In November 2015, 337,030 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 November, the keyword ‘face mask’
was queried 8,100 times, accounting
for 2% of all searches made for Skin
Care-related keywords.
boots.com was the most visible
website, achieving a 56% share of
voice through ranking for 419
keywords, including the search terms
‘fake tan’ and ‘skin care’.
The 20 most visible websites:
amazon.co.uk attained a 28% share of
voice through ranking for 370
keywords, including the search terms
‘half face mask’ and ‘gel eye mask’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
9
Paid Media
Beauty: Overall
5.9 million searches
In November 2015, 5.9 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 November, amazon.co.uk was the
most visible advertiser, achieving a
73% share of voice through bidding on
3,669 keywords, at an average ad
position of 5.
fragrancedirect.co.uk achieved a 31%
share of voice through bidding on 814
keywords, at an average ad position of
7.
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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Beauty: Fragrance
2 million searches
In November 2015, 2 million 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 November, amazon.co.uk was the
most visible advertiser, achieving an
83% share of voice through bidding on
767 keywords, at an average ad
position of 5.
fragrancedirect.co.uk achieved a 65%
share of voice through bidding on 577
keywords, at an average ad position of
7.
perfume-click.co.uk displayed the most
visible individual ad creative, achieving
a 13% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
11
Paid Media
Beauty: Hair Care
1.2 million searches
In November 2015, 1.2 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 November, amazon.co.uk was the
most visible advertiser, achieving a
71% share of voice through bidding on
1,164 keywords, at an average ad
position of 5.
ebay.co.uk achieved a 21% share of
voice through bidding on 690
keywords, at an average ad position of
8.
livecolour.com displayed the most
visible individual ad creative, achieving
a 7% share of voice.
The 5 most visible ad creatives:
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
12
Beauty: Makeup
2 million searches
In November 2015, 2 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 November, amazon.co.uk was the
most visible advertiser, achieving a
67% share of voice through bidding on
969 keywords, at an average ad
position of 5.
johnlewis.com achieved a 25% share of
voice through bidding on 133 keywords,
at an average ad position of 7.
johnlewis.com displayed the most
visible individual ad creative, achieving
a 10% share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
13
Paid Media
Beauty: Nail Care
298,870 searches
In November 2015, 298,870 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 November, amazon.co.uk was the
most visible advertiser, achieving a
78% share of voice through bidding on
270 keywords, at an average ad
position of 4.
ebay.co.uk achieved a 34% share of
voice through bidding on 185
keywords, at an average ad position of
8.
rimmellondon.com displayed the most
visible individual ad creative, achieving
a 9% share of voice.
The 5 most visible ad creatives:
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
14
Beauty: Skin Care
337,030 searches
In November 2015, 337,030 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 November, amazon.co.uk was the
most visible advertiser, achieving a
52% share of voice through bidding on
499 keywords, at an average ad
position of 6.
kiehls.co.uk achieved a 25% share of
voice through bidding on 153
keywords, at an average ad position of
6.
clarins.co.uk displayed the most visible
individual ad creative, achieving a 5%
share of voice.
The 5 most visible ad creatives:
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
15
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
boots.com achieved strong
amazon.co.uk achieved strong
Integrated Search Visibility.
visibility in the Natural Search
visibility in the Paid Media
listings.
Space.
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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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.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
17
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
November 2015.
Bespoke Sector Reports
Get in touch
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]
Download free reports
Greenlight’s Research & Insights team produce Sector Reports analysing 27
different online industries. To view and download all FREE reports, visit
www.greenlightdigital.com/blog
Beauty Sector Report
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November 2015
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The most visible websites and advertisers on Google UK
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