‘Tis the season for gift-giving, especially when it comes to men’s beauty. Here’s how beauty brands are capitalizing on the category this year.

Unsurprisingly, the men’s fragrance category is squarely oriented around gifting, with the average search volume of top fragrance brands tracked in Gartner L2’s Digital IQ Index: Men’s Beauty nearly doubling during the holiday season versus the rest of the year, rising from 25 to 45. Interestingly, a similar gifting dynamic plays out for prestige men’s skincare brands, where the average search volume rose from 30 to 38 at the end of the year. This stands in contrast to mass skincare brands that did not report a significant increase during this time as compared to searches made in the rest of the year.

Given the distinctions of gifters versus self-shoppers, brands must bifurcate customer acquisition tactics. Top-searched mass men’s skincare brands, such as Dove and Jack Black, drive awareness via display ads purchased directly on male-dominated sites. In fact, 70% of Jack Black’s impressions from October 2016 to October 2017 were purchased directly on sports websites like NBA.com. Ads for Dove’s Mens+Care line prioritized similar websites and pushed to content-rich landing pages that focus on educating men about skincare.

Conversely, top-searched fragrance brands, like Gucci, targeted female shoppers during the prime gifting period, purchasing impressions for their top cologne ad directly on Glamour, Allure and W Magazine. The creative also pushed directly downstream to the PDP, highlighting gifting features, like complimentary next-day shipping and wrapping services.

In terms of gift-givers and self-shoppers alike, the time for brands to get cracking on the newest hot category is now. Both everyday and prestige brands should take actions towards their audiences to reap the rewards of this year’s holiday season.


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