Beauty product trends United Kingdom, France, Germany, Spain, · 2020-05-11 · Beauty/grooming...

Beauty product trends

United Kingdom,

France, Germany, Spain,

Netherlands and Italy

As of April 11, 2020

Hypothesis

Since lockdown restrictions have taken place – most barber shops, beauty salons,

spas and hairdressers are forced to close. As a result, many consumers may buy

beauty/grooming products to use at home.

There may still be a need to look sharp as a lot of consumers still have video/web

calls which they would want to look presentable in.

United Kingdom

‘Beauty products’ searches growing in the UK in the final week

with 200% year over year (YoY) growth for searches and 148% year over year for clicks

Overall 37% YoY

Indexed Searches

Source: Microsoft Internal Data, United Kingdom, All Devices

Overall 23% YoY

148% YoY

on last

week

Indexed Clicks

200% YoY

on last

week

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

2019 2020

Indexed Searches

Source: Microsoft Internal Data, United Kingdom, All Device

Category Query sample

Cleaning Soap, hand sanitiser

Facial Care Blackheads, toner

Trimmer Nose hair trimmer, eyebrow

trimmer

Hair Care hair dryer, hair dye

Spa & Wellness Face mask, salts

Nail Care Nail polish remover, cuticle oil

Body Care Cocoa butter, rose water

Dental Care Toothbrush, electric toothbrush

Hair Clipper Hair clippers men, hair clippers

Hair Removal Laser hair removal, veet

Suncream Spf, spray tan

Intimate Condoms, lube

Makeup Foundation, urban decay

Perfumes & Aftershave Perfume, fragrance

Shaver Philips shavers, shavers

‘Hair clipper’ growing the most post lockdownHair Clipper week over week (WoW): 4% and 112% YoY from week 12 to week 15

Body Care

Cleaning

Dental Care

Facial Care

Hair Care

Hair Clipper

Hair Removal

Intimate

Makeup

Nail Care

Perfume & Aftershave

Shavers

Spa & Wellness

Sun Cream

Trimmer

Indexed searches


*Considering Week 14Th and 15th

Category Driver Top Query WoW*

Hair clipper Hair clippers {brand}

hair clippers

+15%

Nail care Cuticle Cuticle oil +162%

Perfumes &

Aftershaves

{brand} {brand} +1300%

There is significant query growth week over week (WoW) for

queries in various categories and not just only one

15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

chanel coco cuticle hair clipper hair colour hair dye hair scissors



Category QueryPhrase WoW CTR WoW CPC

Perfumes & Aftershave {brand} 600.00% 644.44%

Makeup eyelash curler 320.63% 525.71%

Shavers hair shaver 280.47% 8.57%

Hair care cordless hair dryer 277.45% -74.81%

Dental care kids electric toothbrush 257.14% 222.73%

Facial care lip scrub 242.57% 32.80%

Sun cream boots sun cream 197.14% 38.89%

Body care anti aging cream 170.63% 90.97%

Trimmer eyebrow trimmer 151.39% 42.03%

Hair clipper best cordless hair clippers 139.49% 220.16%

Hair removal hair remover 121.10% 44.98%

Spa & Wellness lavendar essential oil 109.74% -7.18%

Cleaning hand sanitiser 109.35% 23.31%

Intimate lube 26.29% 4.78%

Nail care nail care 25.83% 18.32%

Trends for clicks and searches remain stable for most categories

Total searches split by the different categories


‘Hair clipper’ has gone from having little to no share to 24%

search share in week 15

16% 16%16%

12%14% 17%

26%

18%

37%

50%47%

36%

24% 23%

7% 6% 6%

4%5%

4%

5%

3%

3%

3%

2%

2%

2% 2%5% 4%

4%

4% 4%4%

4%

3%

4%

6%

4%

3%

3% 2%

9%9% 8%

7% 8% 7%

7%

5%

4%

6%

5%

10%

9% 10%

9%

15%24%16% 17% 16%

14% 15% 13%

17%

10%

9%

11%

7% 6%

7%

7%

33%29% 27%

24%

29% 29%

23%

14%

13%

16%

12%6%

7%

7%

4%

5% 9%

25%

18% 18%

9%

40%

26%

3%

18%24%

30%

21%


Body Care Cleaning Dental Care Facial Care Hair Care Hair Clipper Hair Removal Intimate Makeup Nail Care Perfume & Aftershave Shavers Spa & Wellness Sun Cream Trimmer

Source: Microsoft Internal Data, United Kingdom, From Week 10th until Week 15th

Top 5 year over year volume searches by category

Top 5 % volume searches by category

Body

care

Cleaning Dental

care

Facial

care

Hair care Hair

clipper

Hair

removal

Intimate Makeup Nail care Perfume Shavers Spa &

Wellness

Sun

Cream

Trimmer

Best anti aging cream soap2day toothbrush blackheads

Dyson hair dryer

Hair clippers men

Laser hair removal condoms foundation

Nail polish remover Perfume shop

{brand}razors Face masks spf

Nose hair trimmer

Bb cream Hand sanitiserElectric

toothbrush {brand} Hair dryer Hair clippersNo hair removal lube Urban decay Cuticle oil

Fragrance direct

{brand}shavers Face mask Spray tan

Eyebrow trimmer

Cocoa butter soap

{brand}electric

toothbrushBlackhead removal Hair dye

Mens hair clippers Hair removal

{brand}lube

Mac cosmetics

Acetone nail polish

remover perfume{brand}shavers

Face masks uk Sun cream

Nose trimmer

Rose waterHand sanitiser

uk

Crest whitening

strips Sponge shampooWahl hair clippers

Flawless hair remover Pre seed lube

{brand}palette

Gel nail polish remover fragrance

Electric shaver

{brand}salts sunscreen

Electric nose trimmer

Anti aging cream Carbolic soap

Best electric toothbrush toner serum

Hair trimmers men Bikini wax Best condoms cosmetics Nail care perfumes Razor blades Essential oils

Ultrasun suncream

Best nose hair trimmer

Body

care

Cleaning Dental

care

Facial

care

Hair care Hair

clipper

Hair

removal

Intimate Makeup Nail care Perfume Shavers Spa &

Wellness

Sun

Cream

Trimmer

Best anti aging cream Hand sanitiser

{brand}mouthwash

Blackhead extraction

Nutrisse hair colour

Hair clippers men

{brand}hair removal

{brand}lube

{brand}cosmetics

Cuticle remover fragrances

{brand}razor blades

Disposable face masks

{brand}sun cream

Nose hair trimmer

Body oil{brand}

soap

Hydrogen peroxide

mouthwash {brand}

Semi permanent

hair dyeElectric hair

clippers Hair remover Lube

Best foundation

makeup

Acetone nail polish

remover{brand}

aftershave{brand}razors

Best face masks spf

Eyebrow trimmer

Best anti aging creams Hand soap

{brand}mouthwash Lip balms

Purple hair dye

{brand}hair clippers

{brand}hair removal

cream Condoms bronzerNail polish remover

{brand}perfume

Electric razors men

Homemade face masks Sunscreen

Best nose hair trimmer

{brand}cream Simple soap

Kids electric toothbrush

{brand}cleanser

{brand}hair dye

Best hair clippers

{brand}hair removal Best condoms

{brand}eye shadow Cuticle oil

Superdrug perfume

offersBest electric

shavers Face masks Sun creamNose

trimmer

Cocoa butter soap2day

{brand}toothbrush

headBest

moisturiserHair dye colours

{brand}hair clippers

Hair removal laser

Small condoms contour

Gel nail polish remover

{brand}aftershave Shavers men Face mask

{brand}sun cream

Electric nose trimmer

Hypothesis testing and conclusion

Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty salons,

spas and hairdressers are forced to close. As a result, many consumers may buy

Beauty/grooming products to use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which

they would want to look presentable in.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place, search

volume and clicks have grown significantly.

- There has been a 200% increase in searches YoY for week 15 and 148% increase in clicks

YoY.

- Several categories feed into this growth but ‘Hair clipper’ has been the driving force in this

growth with 112% YoY search growth.

- Taking a deeper look, we see that categories like ‘Nail care’ and ‘Perfumes & Aftershave’

also have queries which have significant growth which feed into the overall YoY growth.

France

‘Beauty products’ searches growing in France in the final week with 170% year over year growth for searches and 216% year over year for clicks

Overall 29% YoY

Indexed Searches

Source: Microsoft Internal Data, France, All Devices

Overall 16% YoY

216% YoY

on last

week

Indexed Clicks


2019 2020

170% YoY

on last

week

Indexed Searches

Source: Microsoft Internal Data, France, All Device

*


Solar Cream Autobronzant, autobronzant

bio

Facial Care Anti cerne, time filler

Trimmer tondeuse, tondeuse

Hair Care Coloration, shampoing solide

Manicure & Pedicure Faux ongles, dissolvant

Men Care Rasage, blaireau rasage

Body Care Dexeryl, epitact

Dental Care brossette interdentaire

Hair Clipper One blade

Hair Removal Cire epilation, epilateur

electrique

Hairdressing Brossette, brosse cheveux

Intimate Preservatif, lubrifiant

Makeup Eyeliner, pinceau blush

Perfumes & Aftershave Fragrance, blue chanel

Shaver Rasoir electrique, rasoir

Solar Cream

Facial Care

Trimmer

Hair Care

Manicure & Pedicure

Men Care

Body Care

Dental Care

Hair Clipper

Hair Removal

Hairdressing

Intimate

Makeup

Perfumes & Aftershaves

Shaver

‘Solar cream’ and ‘Hair care’ growing the most post lockdownsolar cream week over week: 164% Hair care week over week: 12%

Indexed Searches




Hair removal Epilateur

electrique

Epilateur

electrique

+56%

Hair clipper One blade One blade +44%

Solar cream autobronzant autobronzant +85%

15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

autobronzant cire epilation epilateur electrique one blade tondeuse philips

There is significant query growth week over week for queries in

various categories and not just only one



Category QueryPhrase WoW CTR WoW CPC

Solar Cream meilleur autobronzant 385.37% 391.70%

Body Care crème pieds 296.42% 64.65%

Hair Clipper rasoir one blade 102.32% -42.75%

Perfumes & Aftershaves brands 75.00% -20.41%

Dental Care brossette interdentaire 59.60% -13.44%

Trimmer tondeuse philips 51.40% -10.60%

Hair Removal cire epilation maison 44.49% -13.00%

Manicure & Pedicure soin pieds 32.06% -41.13%

Hair Care coloration cheveux blancs 24.35% -0.36%

Facial Care crème anti cerne 15.66% -51.00%

Makeup eyeliner 14.16% -7.40%

Intimate preservatifs 10.60% -4.00%

Hairdressing brosse nettoyante visage 9.95% -22.67%

Shaver peigne rasoir 8.30% 8.60%

Trends opportunities appears for queries with both growing click

through rate and declining cost per click


Source: Microsoft Internal Data, France, , All Device

23%27% 27% 25% 27%

33% 33% 31%25% 25%

12% 14% 13% 11%

15%

16% 13%15%

18%

16% 16% 15%

18%15%

32%37% 39% 43%

10%

8% 8%7%

6%5%

6% 7%7%

7%6%

8% 8%10%

15%12% 14%

14%14% 11%

12% 11%13%

12% 7%

5% 5%3%8% 8% 8%

10%9% 8%

8%8% 11%

13%12%

11% 10%8%

10%9% 9% 10% 10% 10%

6%8% 7% 8%

5% 4% 3%3%

11% 10% 11% 9% 8% 9% 7% 8% 10% 9% 6% 7% 7%7%


Body Care Dental Care Facial Care Hair Care Hair Clipper

Hair Removal Hairdressing Intimate Makeup Manicure & Pedicure

Men Care Perfumes & Aftershaves Shaver Solar Cream Trimmer

‘Hair care’ has grown the most over time whereas other

categories do not show much trend

Source: Internal Data ,O&O Search Data, From Week 10th until Week 15th

Top 5 year over year volume searches by category

Top 5 % volume searches by category

Solar

cream

Facial

care

Trimmer Hair care Manicure

& Pedicure

Men

care

Body

care

Dental

care

Hair

clipper

Hair

removal

Hair

Dressing

Intimate Makeup Perfume Shaver

autobronzant Anti cerneTondeuse

nezShampoing

solide Faux ongles Apres rasageCreme {brand} dentifrice {brand}

Epilateur lumiere pulsee brossette preservatif mascara fragrance

Rasoir electrique

{brand}autobronzant

Masque charbon

Tondeuse {brand}

Coloration cheveux dissolvant Rasage {brand}

Brossettes interdentaires

Rasoir {brand} Epilation

maillot Brosse lissante lubrifiant gloss {brand}Rasoir

{brand}{brand}

autobronzantavis Anti cernes

Tondeuse cheveux coloration Soin pieds

Rasage classique

Gommage corps Jet dentaire Rasoir

Epilateur electrique

Brosse nettoyante

visage preservatifs eyeliner parfumRasoir

{brand}

Meilleur autobronzant Time filler

Tondeuse corps

Coloration vegetale Soin mains

Soin visage homme savon

Brossettes {brand} visage corps

Creme depilatoire

Brosse cheveux lubrifiants Faux cils {brand}

Peigne rasoir

Autobronzant bio

Creme anti cerne

Tondeuse barbe

Teinture cheveux

Dissolvant acetone

Rasage traditionnel Gel douche

Brossettes gum {brand} {brand}

Cire epilationBrosse lissante

{brand} lubeMiroir

grossissant parfumsRasoirs {brand}

Solar

cream

Facial

care

Trimmer Hair care Manicure

& Pedicure

Men

care

Body

care

Dental

care

Hair

clipper

Hair

removal

Hair

Dressing

Intimate Makeup Perfume Shaver

Autobronzant naturel

Masque charbon

Tondeuse nez

Coloration cheveux blancs Soin pieds

Soin visage homme

{brand} Brosette {brand} {brand}

Cire epilation maison

Brosse nettoyante

visage preservatifs gloss {brand}

Peigne rasoir

cheveux

autobronzantCreme anti

cerne

Tondeuse {brand}

Coloration naturelle cheveux Soin mains Apres rasage

Creme pieds

Brossette interdentaire

Rasoir {brand}

Creme depilatoire

visageBrosse

cheveux lubrifiantPinceau

maquillage parfumsPeigne rasoir

Autobronzant bio Anti cerne

Tondeuse cheveux

Teinture cheveux dissolvant Rasage erborian

Brossette interdentaires

Rasoir {brand}

Cire epilation Brosse lissante preservatif eyeliner parfum

Rasoir electrique{

brand}

Meilleur autobronzant Anti cernes

Tondeuse corps

Coloration blonde fonce Faux ongles

Rasage traditionnel {brand}

Brossettes {brand}

{brand}Creme

depilatoire brossette lubrifiants mascara fragranceRasoir

electrique

Oenobiol autobronzant

Anti cerne efficace

Tondeuse {brand} Coloration

blondeCapsules faux

onglesRasage

classique{brand}

Brosettes {brand} {brand}

visage corpsEpilateur

electrique

Brosse lissante{brand}

lube Faux cils {brand}

Rasoir {brand}


Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty

salons, spas and hairdressers are forced to close. As a result, many consumers may buy


There may still be a need to look sharp as a lot of consumers still have video/web calls which

they would want to look presentable in.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place,

search volume and clicks have grown significantly.

- There has been a 170% increase in searches YoY for week 15 and 216% increase in clicks

YoY.

- Several categories feed into this growth but ‘Solar cream’ has been the driving force in

this growth with 164% WoW search growth.

- Taking a deeper look, we see that categories like ‘Hair clipper’ and ‘Hair removal’ also have

queries which have significant growth which feed into the overall YoY growth.

- Opportunities appears for queries with both growing CTR and declining CPC

Germany

‘Beauty products’ searches growing in Germany in early Aprilwith 110% year over year growth for searches and 116% year over year for clicks

Overall 56% YoY

Indexed Searches

Source: Microsoft Internal Data, Germany, All Devices

Overall 34% YoY

116% YoY

on last

week

Indexed Clicks

110% YoY

on last

week


2019 2020

Indexed Searches

Source: Microsoft Internal Data, Germany, All Device

*


Cleaning Duschgel, seife kaufen

Facial Care Serum, wimpernserum

Trimmer Langhaarschneider, bart

trimmen

Hair Care Shampoo, festes shampoo

Spa & Wellness Bod badezusatz, badekugeln

Nail Care Nagellack, essie nagellack

Body Care Anti aging, handcreme

Dental Care Zahnpasta. Fluorid zahnpasta

Cosmetics Kosmetik, naturkosmetic

Suncream Sonnencreme, sonnencreme

Makeup Make up, foundation

Perfumes & Aftershave Parfumo, parfum

Shavers & Shaving Braun rasierer, rasierer

‘Facial Care’ and ‘Trimmer‘ are growing, ‘Suncream’ in seasonal

demand Suncream year over year: 97% and 130% year over year from week 12 to

week 15

Body care

Cleaning

Cosmetics

Dental care

Facial care

Hair care

Makeup

Nail care

Perfumes & Aftershaves

Shavers & Shaving

Spa & Wellness

Sun cream

Trimmer

Indexed Searches




Make up Augenbrauenfarbe Syoss

augenbrauenfarbe

+82%

Most tokens are starting to decline in recent weeks however

queries related to ‘eyebrow colours’ are increasing

augenbrauenfarbe haarkur haarmaske handcreme



Category Query WoW CTR WoW CPC

Cleaning duschgel 1138.12% -13.59%

Cosmetics lombagine kosmetik 1138.10% 85.93%

Perfumes & Aftershave perfume 461.34% -10.17%

Makeup augenbrauenfarbe 367.85% -20.42%

Hair care haarkur selber machen 347.06% 218.44%

Sun cream sonnencreme 307.42% -2.58%

Trimmer nasenhaartrimmer 115.87% -14.55%

Nail care uv nagellack 95.59% -61.42%

Shavers & Shaving brand 66.07% -8.28%

Dental care zahnpasta ohne fluorid 30.71% 16.67%

Body care handcreme 19.82% -21.94%

Facial care gesichtsmasken gegen viren 3.53% -33.98%

Trending queries show growing click throug rate (CTR) while for

most cost per click (CPCs) are declining



‘Facial care’ has increased in search share significantly post

lockdown

20%21% 22% 21% 21% 21% 23% 21% 21% 21% 18% 19%

17%15%

5%4% 6% 6% 5% 6% 6%

13%7% 8% 14%

17%31%

26%7% 6%7% 8%

6% 6%7%

6%

6% 6%

5%

6%

4%

4%

10%12%

11% 13%12% 13%

13%11%

13% 10%7%

9%

6%

6%

42%41% 39% 38% 42%

41% 39%38%

41%43% 42%

35%29%

33%

11% 9% 10% 9% 9% 7% 8% 7% 6% 8% 6%5% 5%

6%


Body care Cleaning Cosmetics Dental care Facial care Hair care Makeup Nail care Perfumes & Aftershaves Shavers & Shaving Spa & Wellness Sun cream Trimmer

Source: Microsoft Internal Data, Germany, From Week 10th until Week 15th

Top 5 volume searches by category

Top 5 % year over year volume searches by category

Body care Cleaning Dental

care

Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa &

Wellness

Sun Cream Trimmer

handcreme duschgelZahnpasta

ohne fluoridGesichtsmasken selber machen shampoo kosmetik Make up nagellack parfumdreams

{brand} rasierer

{brand} badezusatz sonnencreme langhaarschneider

Anti agingDuschgel

selber machenFluorid

zahnpasta gesichtsmasken Festes shampoo{brand}

cosmetics foundation{brand}

nagellack parfumo{brand} rasierer badekugeln

Sonnencreme testsieger 2019 haartrimmer

{brand} handcreme shower gel

Zahncreme ohne fluorid

Gesichtsmasken gegen viren waxing naturkosmetik

Permanent make up

{brand} nagellack parfum rasierer Sauna aufguss

Sonnencreme mineralisch nasenhaartrimmer

hautpflege Seife kaufenFeste

zahnpasta serum trockenshampo

o{brand}

kosmeticswimpernliftin

g nagelfeile Das parfum {brand} Badezusatz

selber machen{brand}

sonnencreme Bart trimmen

{brand} bodylotion

{brand} duschgel

Zahnpasta ohne

titandioxid wimpernserum conditioner{brand}

naturkosmetik mascara Gel nagellack{brand} parfum {brand}

Kneipp saunaaufguss

{brand} sonnencreme augenbrauentrimmer

Body

care

Cleaning Dental

care

Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa &

Wellness

Sun

Cream

Trimmer

{brand} handcreme Kernseife kaufen

Fluorid zahnpasta Gesichtsmasken

Haarmaske selber machen

Naturkosmetik muenchen

Magnetische wimpern nagellackentferner

{brand} parfum Test rasierer badekugeln

Sonnencreme test haartrimmer

{brand} handcreme Seife kaufen

Zahnpasta ohne fluorid

Gesichtsmasken selber machen

{brand} shampoo

{brand} kosmetik Magnet wimpern nagelfeile

{brand} parfum

Braun elektrorasierer Sauna aufguss Sonnencreme

langhaarscheneider

{brand} handcreme duschgel

Zahnpasta ohne

mikroplastik gesichwasserFester

conditioner {brand}

kosmetic lidschatten Uv nagellack{brand} parfum

Gilette rasierklingen

Kneipp saunaaugfuss

{brand} sonnencreme nasenhaartrimmer

{brand} handcreme duschschaum

Elmex zahnpasta augenpflege

Trockenshampoo machen

{brand} kosmetik

Lidschatten palette {brand} nagellack

{brand} parfum rasierschaum

Badezusatz selber machen

Baby sonnencreme Bart trimmen

{brand} bodylotion {brand} duschgel

Feste zahnpasta Vitamin c serum

{brand} shampoo

Vegane kosmetik augenbrauenfarbe nagellack

{brand} parfum herren rasierpinsel Bod badezusatz

{brand} sonnencreme Nasentrimmer

Hyphotesis testing and conclusion

Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty

salons, spas and hairdressers are forced to close. As a result, many consumers may buy


Many people may still want to look sharp as a lot of them not only participate in

video/web conferences but also have a desire to still look presentable in front of their

families.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place,

search volume and clicks have grown significantly.

- There has been a 110% increase in searches YoY for week 15 and 116% increase in

clicks YoY.

- Several categories feed into this growth but ‘Suncream’ has been the seasonally

driving force in this growth with 130% YoY search growth considering week 12 to

week 15.

Indexed

Searches

Indexed

Clicks

Source: Microsoft Advertising Internal Data, All Device

05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07 Mar08 Mar-14 Mar15 Mar-21 Mar22 Mar-28 Mar29 Mar-04 Apr 05 Apr-11 Apr

2 3 4 5 6 7 8 9 10 11 12 13 14 15

2019

2020

Searches and clicks skyrocketed as approaching the lockdownsearches are slowing down but clicks are still growing showing strong commercial intent

Uplift mainly driven by facial care as per the last weeks The remaining categories experienced a slow down during the recent weeks but remained stable.

Indexed searches



Body care desodorante,

loción

Hair care serum, champú

Cleaning desinfectante,

jabón

Intimate lubricante,

condón

Dental care pasta dentífrica,

cepillo dental

Makeup eyeliner, cosmetic

Facial care crema antiarrugas,

hidratante

Week over week 15th

+36%

05 Jan-

11 Jan

12 Jan-

18 Jan

19 Jan-

25 Jan

26 Jan-

01 Feb

02 Feb-

08 Feb

09 Feb-

15 Feb

16 Feb-

22 Feb

23 Feb-

29 Feb

01 Mar-

07 Mar

08 Mar-

14 Mar

15 Mar-

21 Mar

22 Mar-

28 Mar

29 Mar-

04 Apr

05 Apr-

11 Apr

2 3 4 5 6 7 8 9 10 11 12 13 14 15

Body care Cleaning Dental care Facial care Hair care Intimate Makeup

Indexed searches




Facial Care crema

antiarruga

s

crema

antiarrugas

+76%

Makeup eyeliner eyeliner +16%

Hair care serum serum +35%

crema antiarrugas

eyeliner

serum

15 Mar-21 Mar 22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr

12 13 14 15

The recent category growth was driven by a specific productFurthermore, peculiar items are also growing in few other categories

Changing preferences and search patterns


Cleaning has decreased its

share of volume since the

beginning of the lockdown.

On the other hand, makeup

has risen quite significantly

over time.


0.00%

0.00%

0.00%0.00% 0.00%

0.00%0.00%

0.00%

30.68% 36.38%

77.59%

39.76%

20.11%10.81%

13.52%

26.82%

3.41%

34.09%

6.59% 5.23%

10.49%

25.13%23.91%

4.18%

10.14%

0.89%

1.04%

4.29%10.72%

15.34%

70.55%

82.37%

60.16%

83.02%85.77%

81.40%

54.17%62.81%

46.48%44.89%

16.95%25.14%

50.33% 49.09%

65.49%

01 Jan-04

Jan

05 Jan-11

Jan

12 Jan-18

Jan

19 Jan-25

Jan

26 Jan-01

Feb

02 Feb-08

Feb

09 Feb-15

Feb

16 Feb-22

Feb

23 Feb-29

Feb

01 Mar-07

Mar

08 Mar-14

Mar

15 Mar-21

Mar

22 Mar-28

Mar

29 Mar-04

Apr

05 Apr-11

Apr

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Body care Cleaning Dental care Facial care Hair care Intimate Makeup Spa & Wellness

• In Spain, the hypothesis proved partially correct with body care increasing

immediately after the lockdown but slowing down as per the recent weeks and

facial care experiencing a more gradual growth

• With people confined indoors we are seeing a spike in searches for crema

antiarrugas. Despite the other categories are on a small downward trend, we are

still seeing consumer interest increasing around specific products: eyeliner, serum.

Hypothesis Test Conclusions

The Netherlands

Covid-19 and lockdown specifically drove growth for hair and

hands related products

*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth,

same weeks last year taken for year-on-year comparison

Source: Microsoft Internal, The Netherlands,

Trimming & Shaving

Perfumes

Hands & Feet Care

Make Up

Hair Care

Dental care

Slimming

Facial Care

Search volume during lockdown*

by category

176%

-5%

-20%

13%

102%

-24%

14%

12%

Category growth versus

pre-lockdown*

201%

-9%

227%

14%

136%

-11%

4%

51%

Category growth versus

last year*

Trimming & Shaving and Hair Care related queries see

increases up to 46x 2019 volumes

*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth,

same weeks last year taken for year-on-year comparison

Source: Microsoft Internal, The Netherlands

tondeuse (Trimming & Shaving)

kappersschaar (Hair care)

tondeuse kopen (Trimming & Shaving)

handgel (Hands & Feet Care)

[brand] tondeuse (Trimming & Shaving)

kappersbenodigdheden (Hair care)

haartrimmer (Trimming & Shaving)

[brand] tondeuse (Trimming & Shaving)

haarverf (Hair care)

handcreme (Hands & Feet Care)

handzeep (Hands & Feet Care)

handgel kopen (Hands & Feet Care)

tondeuses (Trimming & Shaving)

makeup (Make-Up)

tondeuse [brand] (Trimming & Shaving)

weegschaal (Slimming)

baardtrimmer (Trimming & Shaving)

tondeuse [brand] (Trimming & Shaving)

pedicureset (Hands & Feet Care)

scheerapparaat (Trimming & Shaving)

Search volume absolute growth versus last year

(by search query, top 20)

1655%

4610%

2847%

2333%

917%

371%

2043%

4000%

332%

364%

740%

Was 0 in 2019

1450%

85%

1080%

28%

127%

1533%

400%

42%

% growth versus last year

(by search query, top 20)


Hypothesis:

Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are

forced to close. As a result, many consumers may buy beauty and grooming products for use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want

to look presentable in.

Conclusion:

The hypothesis is partly confirmed as not all categories see similar growth spikes

- All-up hair related categories see 102% - 176% increase in searches compared during lockdown vs. 4

weeks before lockdown (comparing average weeks)

- Hand care is driving a large share of growth as well, mostly related to hand cleansing and hand care

products

Indexed

Searches

Indexed

Clicks


IT: Searches grew as approaching the lockdownclicks rose sharply after the lockdown showing strong commercial intent

01 Jan-04

Jan

05 Jan-11

Jan

12 Jan-18

Jan

19 Jan-25

Jan

26 Jan-01

Feb

02 Feb-08

Feb

09 Feb-15

Feb

16 Feb-22

Feb

23 Feb-29

Feb

01 Mar-07

Mar

08 Mar-14

Mar

15 Mar-21

Mar

22 Mar-28

Mar

29 Mar-04

Apr

05 Apr-11

Apr

12 Apr-18

Apr

19 Apr-25

Apr

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

2019

2020

Wow 17th +11%

Wow 17th +19%

IT: Uplift mainly driven by hair clipper after the lockdownHowever, other categories are contributing the most to the rise as per the recent weeks

Indexed Searches



Body care Crema anticellulite

Cleaning sapone

Dental care colluttorio

Facial care scrub

Hair care shampoo

Hair clipper tagliacapelli

Hair removal ceretta

Makeup rossetto

Shavers rasoio

Spa & Wellness maschera viso

WoW 17th +11%

01 Mar-07 Mar 08 Mar-14 Mar 15 Mar-21 Mar 22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr 12 Apr-18 Apr 19 Apr-25 Apr

10 11 12 13 14 15 16 17

Hair Clipper Sun Cream

Dental Care:

WoW 17th +46%

Spa & Wellness:

Wow 17th +24%

Makeup:

Wow 17th +15%

Indexed Searches




Dental care colluttorio listerine

colluttorio

+62%

Makeup makeup pupa make

up

+38%

Makeup urban

decay

urban decay +54%

Makeup palette palette

ombretti

+43%

Spa & Wellness maschera

viso

Maschera

viso

+26%

IT: The uptick in hair clipper was driven by a generic productFurthermore, specific items are growing in other categories during the recent weeks.

tagliacapelli

01 Mar-07

Mar

08 Mar-14

Mar

15 Mar-21

Mar

22 Mar-28

Mar

29 Mar-04

Apr

05 Apr-11

Apr

12 Apr-18

Apr

19 Apr-25

Apr

10 11 12 13 14 15 16 17

collutorio

makeup

maschera viso

palette

urban decay

IT: Several queries seeing continuous weekly click growthwith CPCs dropping significantly in some cases due to lack of competition

Source: Microsoft Advertising Internal data, All Device

*Considering Week 14 and 15

Category Query WoW CTR WoW CPC

Perfume & Aftershaves bulgari profumo donna 550.00% -14.76%

Facial care scrub corpo 265.78% -23.75%

Facial care crema antirughe efficace 247.37% -21.88%

Hair removal veet ceretta 227.27% -0.25%

Makeup rossetto supermercati 176.00% -30.21%

Hair care restivoil shampoo 174.92% -11.23%

Perfume & Aftershaves tom ford profumo 142.86% -78.57%

Makeup eyeliner 126.71% -44.24%

Body care crema anticellulite 126.00% -77.36%

Facial care scrub viso 111.11% -71.49%

Makeup make up online 110.00% -58.56%

Spa & Wellness maschera viso 100.21% -3.27%

Makeup gloss 81.48% -30.63%

Makeup lci cosmetics 78.31% -6.52%

Makeup urban decay 60.80% -7.49%

Makeup kiko cosmetics 58.95% -6.85%

Makeup the ordinary cosmetici 50.50% -1.92%

Cleaning dispenser sapone 46.69% -23.04%

Body care crema anticellulite somatoline 45.45% -23.85%Hair care shampoo colorante capelli bianchi 33.91% -70.91%

Makeup molino rossetto 32.25% -34.34%

Makeup sisley cosmetici 31.97% -19.89%

Makeup filorga contorno occhi 20.63% -41.40%

Hair Clipper tagliacapelli babyliss 15.56% -18.21%

Makeup contorno occhi shiseido 12.50% -27.79%

IT: Changing Preferences and Search Patterns


Hair clipper has increased its

share of volume since the

beginning of the lockdown. The

trend might continue if barber

shops/hairdressers will remain

close.


22.57% 20.20% 20.98% 21.48% 20.88% 20.29% 21.72%28.33%

25.07% 23.31% 21.55% 25.41% 24.77% 25.63% 24.82% 24.59%

14.66%13.59% 13.38% 13.03%

15.77%14.52%

13.11%

13.51%17.50% 21.30% 21.00%

21.74% 19.25% 17.04% 14.87% 14.38%

0.41%0.26% 0.57% 0.70%

0.46% 0.32%0.33%

0.64% 0.45%1.07% 2.48%

4.30% 7.03% 11.01% 13.39% 12.97%

49.40% 55.32% 54.32% 53.56% 49.59% 48.14%52.91%

45.64% 47.66% 42.82% 41.30%36.36% 35.92% 34.42% 34.45% 35.97%

05 Jan-

11 Jan

12 Jan-

18 Jan

19 Jan-

25 Jan

26 Jan-

01 Feb

02 Feb-

08 Feb

09 Feb-

15 Feb

16 Feb-

22 Feb

23 Feb-

29 Feb

01 Mar-

07 Mar

08 Mar-

14 Mar

15 Mar-

21 Mar

22 Mar-

28 Mar

29 Mar-

04 Apr

05 Apr-

11 Apr

12 Apr-

18 Apr

19 Apr-

25 Apr

2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Body care Cleaning Dental care Facial care Hair care Hair Clipper

Hair removal Makeup Nail Care Shavers Spa & Wellness Sun Cream

Source: Microsoft Advertising Internal data ,All Device, Week 17th

IT: Top 5 YoY Volume Searches by CategoryPerfume Body care Dental

care

Facial

care

Hair care Hair

clipper

Makeup Shavers Spa &

Wellness

one million profumo bagnoschiuma

parodontax dentifricio

crema idratante

tinta per capelli tagliacapelli ici cosmetics

rasoi elettriciphilips

maschera viso

profumo di donna

crema anticellulite somatoline

meridol colluttorio

crema idratante

corpo serumtagliacapelli

braun milk makeuplamette gilette

mascheraviso fai da te

casa del profumo cura del corpo

dentifriciosensodyne

repair cleansershampoo colorante

tagliacapelli babyliss

palette ombretti rasoio philps

bioliftan maschra viso

profumo web bb crema biodentifricio

elmex

crema antirughe efficace

shampoo per capelli grassi

rossetto chanel

rasoio panasonic

maschera viso acido ialuronico

gucciprofumo

deodorantenaturale

migliorecrema

antirughemaschera per

capellinabla

cosmetics rasoi philips

maschera viso miele e bicarbonato

Perfume Body care Dental

care

Facial

care

Hair care Hair

clipper

Makeup Shavers Spa &

Wellness

profumo bb creamlisterine

colluttorio scrub shampoo tagliacapellinabla

cosmetics rasoio philipsmaschera

viso fai da te

casa del profumo

crema anticellulite

meridol colluttorio peeling

shampoo colorante

tagliacapelli braun rossetto rasoi philps

mascheraviso

profumo web bagnoschiumaparodontaxdentifricio

scrub corpo fai da te

tinta per capelli

tagliacapelli babyliss urban decay

lamettegillette

mascheraviso

bicarbonatonarciso

rodriguezprofumo

prezzimarche di

deodorantidentifricio

elmex scrub corponizoral

shampoorossetto

supermercatirasoi elettrici

philips

mascheraviso acidoialuronico

alien profumo

bb cream garnier

dentifriciomarvis scrub viso serum

nabla cosmetics

rasoiopanasonic

maschera viso miele e bicarbonato

IT: Top 5 Volume Searches by Category

CONCLUSION :

The hypothesis is confirmed. Since lockdown restrictions have taken place, search

volume and clicks have grown significantly.

- ‘Hair clipper’ has been the seasonally driving force in this growth with search

growth and clicks bigger than 100% YoY considering the full timeline.

- Regarding the recent weeks, other product buckets are leading the way of the

increment. Makeup, dental care and spa & wellness have seen a considerable

boost in searches during the last two weeks. These trends might influence consumer

behaviours when the restrictions will be lifted. As online purchase is becoming more

common, users are approaching different branded products with a possible switch in

brand loyalty.

Key takeaways – The EMEA View

Since lockdown restrictions have taken place

across Europe most barber shops, beauty

salons, spas and hairdressers are forced to

close.

As a result, many consumers are more likely

to buy Beauty/grooming products to use at

home.

Effectively, both searches and clicks for this

kind of products have increased in all

countries examined (UK, FR, DE, ES, NL, IT).

However, there are local nuances with French

and German users searching more and more

for Sun Creams whilst UK traffic surged for

Cleaning products and Spas and Spanish users

going after Cleaning and Make Up products.

Persistent advertiser opportunity across

markets with not only search volume growth

but clicks as well, which indicates a strong

commercial intent.

More advertisers can now get a bigger chance

to drive conversions by reaching the

Mainline and expanding their keyword mix in

order to drive relevant traffic to their online

stores.

Microsoft Advertising’s EMEA AAIG Contacts

THOM ARKESTAALHead of Advertiser Analytics

AKHILA SHESHADRIAnalytical Lead

Tech & Telco /Auto

PHIL JONES

Analytical Lead

Finance/Insurance

SARAH ESSA

Analytical Lead

Travel

BARRY MURRAY

Analytical Lead

Retail

DOUWE VAN DER MEER

Analytical Lead WE

LUCA IMMOVILLI

Analytical Lead IT

PETER HAUBOLD

Analytical Lead DE

THOMAS HERRY

Analytical Lead FR

ZUBAIR PATEL

Data Specialist

DARIO CUGNOData Specialist

Beauty product trends United Kingdom, France, Germany, Spain, · 2020-05-11 · Beauty/grooming...

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