German Beauty shoppers have become digitally savvy in the past year and are discovering more products online. This graph from L2’s Digital IQ Index: Beauty Germany shows searches for lipstick have increased by 60% in the past year on Google.de, and searches for perfume-related keywords have increased by 24% to 41,000 a month. Google.de owns 95% of the German search market and 22% of Germans research online before purchasing cosmetics.
Beauty keywords are taking over mobile traffic as well. Last year, searches related to Lidschatten (eyeshadow) accounted for 56% of total search traffic generated by mobile devices vs. 39% in the past year. Mobile searches for all Beauty products increased significantly, except for fragrance-related terms which experienced a 3% increase.