LVMH acquired Sephora in 1997 and has since been using synergies to sell its brands on the specialty retailer. A study of brand searches on Sephora in L2’s Digital IQ Index: Beauty shows LVMH brands have nearly twice the search visibility of non-LVMH brands for relevant keyword searches on the platform.


But some LVMH brands surpass others. For example, Make Up For Ever is far ahead of LVMH and non-LVMH brands in visibility, appearing in 6.6% of relevant keyword searches on average.



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