Skincare brands should make better use of search optimization, according to the Digital Luxury Group (DLG) and one of its latest reports, The Online State of Skincare Brands.

“By looking at search insights, skincare brands can identify what their consumers’ concerns are and invest massively in content that will provide meaningful assistance,” the company advises.

DLG’s research looks at the online performance of 28 premium beauty brands with skincare as their main product. Analysts looked at global English Google searches to conclude that the overall online interest for skincare brands is growing — and their search volumes have significantly increased over the past three years.

New skincare brands like Drunk Elephant and Glossier have the fastest growing search demand — but established brands such as Neutrogena, La Roche-Posay and La Mer are keeping pace.

The study indicates that 52% of consumers are searching Google by using brand names, and branded keywords, such as glossier — while the remaining 42 percent of users searched based on concerns, product type, ingredients and skin type. This translates into more than 15.5 million generic searches on average per month in 2019.

See the graphic above, and more in the post below. 

 

 

 

 

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Even though disruptive skincare brands such as @drunkelephant and @glossier are ahead in terms of search growth, conglomerate brands like @clinique and @esteelauder were amongst the most searched skincare brands in 2019. 📈 What can brands do to keep up with the shifts in the skincare industry? And how can they identify what consumers want now & in the future? . 👉 Download our latest report “The online state of skincare brands” in link in bio and find out!

A post shared by DLG (Digital Luxury Group) (@digitalluxurygroup) on Apr 27, 2020 at 12:10am PDT