Target is investing in the Hair Care category and maintaining a search position on par with Amazon and Ulta. L2’s study of the three retailers revealed that Ulta is investing aggressively in paid search results for hair care related terms. It appears in 44% of search results for Standard Care terms and 37% of results for Problem/Solution queries. However, Target has an advantage in the Multicultural and Color hair care spaces, appearing in 29% of results for each. Meanwhile, Ulta appears in just 18% of results for Multicultural search terms and 10% of terms related to color.

Not all of Target’s efforts are paid. The retailer is also making investments in trending Hair Care content with product descriptions directed at certain topics. For example, the Target Hair Care page directs consumers to trending products like dry shampoo, coconut, volumizers, and texturing spay. The page offers also offers trending categories like salon hair care and natural hair care. Products that fall under natural hair care list all common products they are formulated without (e.g. Health facts: phthalate-free, butylparaben-free, formaldehyde donor-free, formaldehyde-free, nonylphenol ethoxylate free, propylparaben-free, contains argan oil, Sulfate-free, paraben-free), improving their visibility for those targeted concerns.

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