Covergirl and Revolution Beauty were the biggest underperformers in market visibility in the beauty category in 2019.
According to the Beauty Retailers Market Report, published by digital marketing agency Salience, Covergirl’s website experienced a 97% decrease in market visibility, dropping from 2,397 to 79 from January 2019 to 2020.
Meanwhile, Revolution Beauty recorded a visibility dip of more than 70% from 3,976 searches per month to less than 950.
Boots’ online store also suffered a 44% loss in monthly activity, but managed to retain its title as the most searched-for beauty website in 2019.
Salience said this visibility downturn was due to a lack of SEO investment.
In a statement, the firm said: "Like a beauty routine, an SEO strategy needs to change and keep up to date. As the online world is constantly buffeted by updates, it can be hard to keep the glitz and glam."
At the other end of the spectrum, digital native retailers and brands stormed ahead in the stakes.
Lookfantastic grew its monthly searches from 21,000 to 33,000 over the 12 month period and Beauty Bay increased its presence by a third from 7,703 to almost 10,000.
Birchbox also experienced an increase of more than 100% in market visibility, with a rise of 627 searches on average per month.
