Behind the Numbers
As temperatures continue to rise and summer creeps closer, consumers are
starting to air out beach towels, prep their sandals and plan for a sun-safe season
for their skin.
HauteLook’s Katie Hammill shares, “HauteLook beauty buyers are quite savvy,
so they know the importance of using a sunscreen daily. We definitely sell sun
care products year round, but we do see a spike in the summer months when
[we] typically have special or exclusive summer products, kits or sample bags.”
Hot sun care products include sunscreen and skin care products that include SPF,
and Hammill also notes, “HauteLook beauty buyers are using bronzers, sunless
tanners and highlighters all throughout the year to give them a sun-kissed,
Hot spots for sun care products for HauteLook include California and New York,
as well as southern states—“especially Florida and Texas,” says Hammill.
Additionally, HauteLook shoppers browse around when looking for sun care
products on the site. “Sun care buyers are also purchasing other skin care items,
and we see a lot of crossover to women’s ready-to-wear items like swimwear,
dresses, [as well as] shoes and sandals,” Hammill explains.
Digital marketing firm PM Digital released “Trend Report: Makeup and Skincare
Brands Online,” which explores the state of beauty e-tail, highlighting cross-channel influencers and encouraging beauty customers to purchase online.
PM Digital found a key trend that proves how marketing is impacting the
consumer and driving e-commerce sales. The study shows Avon and Mary Kay
have captured 20% of line market share of traditional web traffic—over Olay,
Maybelline, MAC Cosmetics, CoverGirl and e.l.f. Cosmetics.
Additional key findings include:
•;Search engines drive nearly 40% of clicks to makeup and skin care sites, with
Google alone accounting for 30% of referrals to makeup and skin care sites.
•;Social networks and e-mail each account for 12% of traffic to makeup and
skin care brand sites.
•;The top search keywords for makeup and skin care sites fall into three
categories: products, concerns and promotion/contest/giveaway searches.
•;Generic searches for makeup or skin care products usually result in product
listing ads (PLAs) for department or retail beauty stores.
•;Searches for branded products often result in PLAs with links to both
department stores and brand owned sites.
•;Product features and reviews, how-to videos, testimonials, forums, and social
media continue to be seen as providing a trusted perspective.