Our Digital IQ Index: Beauty® | France released last week shows Sephora to be the leader of organic search in France. On Google.fr, which holds 91% of the French search market, Sephora appears in the top ten search results for 75% of beauty-related longtail terms. It appears in 80% of keyword searches for color cosmetics and 68.6% of searches for skincare keywords. Yves Rocher follows, appearing in 48.9% of color cosmetics searches and 63.8% of skincare searches.
The Estée Lauder Companies own 32% of organic search real estate but fall behind when considering only French language results. L’Oréal Group and Shisheido each own 26% of real estate for brand terms.
French brands have less dominance over paid search results; they control only 11% of first page results for purchased queries. The lack of control is due to 56% of prestige brands and 46% of mass brands in the French beauty market purchasing against their brand terms, in addition to e-tailers. Amazon, for example, purchases against 38% of searches for mass beauty brands and 44% of prestige brands.