Beauty product searches up 48% - Nail Care, Fragrances make greatest gains

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Greenlight report reveals the most popular terms that UK consumers used to look for beauty products online and the sites most visible to their queries in September

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Search volumes for nail care and fragrances saw the most dramatic quarter-on-quarter rise, a staggering 142% and 118%, respectively, on June levels

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,, visible to 166,094 searches, was the most prominent site in the organic* listings, attaining a 62% share of visibility.

In the paid listings**, was the most visible site, with 57%.


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%. 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. was the most prominent site in the paid listings, with 75%.

Across the board however, was the most visible site for beauty product-related searches in the organic listings, achieving a 41% share of voice. In the paid listings whilst was the most visible advertiser, with 53%.

Notes to Editors:

*Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s ‘Beauty Sector Report - Issue 2’ profiles consumer search behaviour in this sector. It assesses which brands, websites and advertisers are the most visible in natural, Paid Media results, and Social Media and hence have the greatest share of consideration when consumers go to Google UK to look for Skincare, Hair care, Nail care, Make-up and Fragrance vendors and products.

Greenlight’s research covers the following industries and sectors:

HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

To arrange an interview or for further information about this report, Greenlight’s research portfolio and bespoke reports, please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna(dot)rao(at)greenlightdigital(dot)com

About Greenlight:

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.


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Krishna Rao
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