Fragrance brands are not owning their online search results as they should, according to L2’s soon-to-be released 2015 Digital IQ Index: Beauty |U.K. On Google, just 56% of brand sites in the study appear in the top of paid search results for the query “brand name” + “perfume” and just a third are buying Product Listing Ads for the same phrase. Most search results drive to e-tailers, which is counter-intuitive since 18 fragrance brands in the L2 U.K. Beauty Index have direct-to-consumer e-commerce.

On Amazon, fragrance brands’ visibility varies. Calvin Klein appears in first-page results for 17.7% of non-brand search queries while Cacharel, Davidoff and Ralph Lauren appear in no first-page results.

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Although 99% of fragrance brands are present on Amazon because of third-party sellers, presence is important for product discovery. For example, 61% of U.K. Christmas shoppers in 2014 researched gift ideas on amazon.co.uk. One way to increase visibility on Amazon is to encourage reviews. This graph from the upcoming study shows a direct correlation between the two.

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Burberry maintains a tight grip on its online and Amazon search results. It partnered with Amazon to purge all third-party sellers and non-Burberry products from the “recommendations” portion of its product pages. On Google.uk Burberry owns four of five PLAs and the top search result.

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