Just as makeup searches peak during Halloween, fragrance searches surge during the holidays as shoppers look for gifts. However, fragrance brands are missing this crucial opportunity to up their search visibility, according to L2’s Beauty: Holiday Search Strategies report.

Retailers dominate holiday search traffic, particularly for fragrances. The study finds that Macy’s led in November, with Amazon close behind. Fragrance-specific terms accounted for 61% and 63% of their organic search results respectively. While these two winners claim first-page organic results for about two-thirds of holiday search terms, no brand appears for more than 4%.

Visibility

This makes clear that fragrance-only brands are failing to invest sufficiently in paid search. Most fragrance sellers buying ads for holiday-related terms are multi-category brands; only a handful of prestige fragrance brands, such as Ralph Lauren, secure regular spots in paid ads. As search volumes rise with the holidays, the study recommends that fragrance brands bolster their SEO and SEM strategies accordingly.

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