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Search is the digital marketing lever du jour, and traffic from SEM efforts accounts for the highest share of paid traffic to Index brand sites. However, in a saturated beauty market where brands and retailers are both pouring dollars into search, new challenges exist in defining owned versus retail partner search lanes to maximize visibility. While legal guidelines prohibit explicit coordination, winning brands leverage rich educational content, craft differentiated assortments by channel and focus on supporting newly launched products rather than hero SKUs.