Browsing for beauty: Almost two in five beauty product searches made on mobile devices

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New report from Greenlight profiles consumer browsing behaviour for beauty products on desktop and mobile devices, revealing the most popular terms and visible sites to searches

1.3 million searches for beauty care products were made via computers, and 816,481 were made using mobile devices.

Consumers made over 2.1 million searches on the web for beauty care products in June and 38% were made using mobile devices, reveals the latest online search data from leading independent digital marketing agency Greenlight. Overall, queries pertaining to make-up were the most popular.

The agency’s 'Beauty Sector Report - Issue 1’, the first edition of its quarterly research series covering the sector, identified the most popular keywords used by consumers in June to find skincare, hair care, nail care, make-up and fragrance products on Google UK, when they searched via desktops/laptops and mobile devices. The report also charts the most visible brands, retailers and sites for those searches across both platforms.

According to Greenlight, 1.3 million searches for beauty care products were made via computers, and 816,481 were made using mobile devices.

Hair care and fragrances were the second and third most popular sectors search-wise, holding a 31% and 15% share of consumer queries, respectively.

MAC cosmetics dominated make-up-related queries.....

Make-up accounted for 36% of all beauty-related searches and those pertaining to MAC cosmetics dominated.

The term ‘mac makeup’ was queried 40,500 times, making up 8% of laptop-made searches and 12% (33,100) on mobile devices.

Hair care awash with colour.....

Hair care terms clocked up 664,119 searches, of which 19% were made via desktops and 12% on mobile devices.

‘Hair accessories’ and ‘dip dye hair’ were the two most queried terms on desktops, accounting for 9% of searches apiece.

However, on mobile devices, the term ‘dip dye hair’ was most popular, accounting for 6% of searches. ‘ghd hair straightener’ and ‘hair dye’ followed with 5,400 each.

Brands dominate fragrance searches on mobile devices.....

Just four of the top ten search terms used to look for fragrances via desktops, searches of which totalled 203,795, were for perfume brands, compared to seven on mobile searches.

‘Alien perfume’ was the most popular brand-related query on mobile device searches. It was followed by ‘jimmy choo perfume’ then ‘chanel perfume’’.

On desktops, ‘chanel perfume’ was the most popular brand-related term looked for.

Across both platforms, however, it was a generic term, ‘perfume’, that was the most used to find fragrances online.

Nail care attracts least number of searches via desktops.....

Skincare-related searches were least popular on mobiles making up 9% of searches compared to 10% on desktops.

Totalling 111,769, Nail care terms attracted the least number of beauty product-related searches made on desktops.

Amazon most dominant site across all platforms.....

Overall, Amazon was most visible site attaining a 34% share of visibility in the organic listings*. It was also the most visible advertiser, achieving a 58% share of voice in the paid listings**.

Greenlight’s retrospective 12 month view of the online beauty market shows searches across both laptop and mobile devices peaked in January, dropping off sharply in February and into March. Whilst they picked up again in April, desktop search volumes in the lead up to June have remained well below levels seen between July 2012 and January this year.

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 1’ 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. Comparisons for searches made via Computers (laptops/desktops) and Mobile Devices (tablets & smartphones) are given for each.

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 or bespoke reports, please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.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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+44 20 3326 6232
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