Analysis by Clavis Insight has revealed that Tom Ford is the best performing beauty brand online, beating competition from big brands such as Maybelline, Clarins and Rimmel.
Tom Ford Beauty products were ranked higher than many top beauty brands in categories including product availability, image presence, content, keyword search and ratings and reviews.
Tom Ford was a top performer in all five of the stores we analysed. Other brands may have been strong in one or two stores, but not across the board.”
— John Neilson, Director of Marketing Insights at Clavis Insight
The study ranked the online representation of cosmetics brands on criteria seen as critical to their performance.
Clavis Insight found that smaller brands, such as Laura Mercier and Urban Decay were able to top big names including Mac and Shiseido.
No7 failed to make the top ten for lipstick, mascara or nail polish rankings, despite being a best-selling brand.
Maybelline and L’Oréal Paris dominated the mascara category, while premium brands including Estée Lauder and NARS scored better in nail polish. Barry M was the only budget nail polish brand listed in the category.
John Neilson, Director of Marketing Insights at Clavis Insight, told Cosmetics Business that Tom Ford performed well across a variety of key e-commerce metrics.
He said: “Tom Ford was a top performer in all five of the stores we analysed. Other brands may have been strong in one or two stores, but not across the board.”
Neilson added that brands needed to focus across all markers in order to improve their performance online.
He said: “Cosmetics brands looking to challenge Tom Ford need to consider their online performance in a more holistic way, and the connected relationship between metrics such as availability and content and how they drive search engine performance.”
Top lipstick brands online
1. Tom Ford
2. Maybelline
3. Barry M
4. Urban Decay
5. Shiseido
6. Max Factor
7. Elizabeth Arden
8. Bourjois
9. Estée Lauder
10. NARS
Top mascara brands online
1. Maybelline
2. L’Oréal
3. Dior
4. Lancôme
5. The Balm
6. Clinique
7. Max Factor
8. Urban Decay
9. Mac Cosmetics
10. Topshop
Top nail polish brands online
1. Tom Ford
2. Jessica
3. Barry M
4. NARS
5. Estée Lauder
6. Dior
7. Lacôme
8. Essie
9. Mac Cosmetics
10. OPI
