Search visibility is key to success of Beauty brands as 38% of French makeup shoppers research products online prior to purchase. The influence of search engines is expected to grow, as search volumes for the term “maquillage” (make-up) have increased 31% between January 2014 and January 2015. Brands should not ignore mobile search since 44% of searches for “maquillage” happen on mobile, almost double the 23% share in 2014.
So who owns French Beauty search? A look at the graph from L2’s Digital IQ Index: Beauty France above shows e-tailers – especially aufeminin.com, Sephora.com, Nocibe.fr – control the first-page organic results for non-brand search terms on Google.fr. But even though no brand sites appear in the top ten destinations for all nine of the beauty product categories tested in the study, a few with direct-to-consumer e-commerce have invested in specific areas. Yves Rocher, for example, appears in first-page results for 44% of skincare keywords and 48% of cleanser keywords.
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