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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
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
3
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’.
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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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’.
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 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’.
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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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’.
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
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’.
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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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’.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
9
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.
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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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:
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 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.
The 5 most visible ad creatives:
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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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.
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
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.
The 5 most visible ad creatives:
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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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.
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
No website achieved strong
No website achieved strong
Integrated Search Visibility.
visibility in the Natural Search
visibility in the Paid Media
listings.
Space.
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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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
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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.
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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February 2016
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The most visible websites and advertisers on Google UK
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