Pure Beauty

The Perfume Shop and Paula’s Choice to win big on Black Friday

By Julia Wray | Published: 25-Oct-2021

Search volumes are predicted to increase for 2021’s online shopping event in the UK, according to MediaVision

The Perfume Shop and cult skin care label Paula’s Choice are tipped to be bestsellers for Brits this Black Friday.

According to four years’ worth of data analysed by MediaVision, search volumes for the UK fragrance retailer are predicted to be up 32%, while Paula’s Choice searches are expected to soar 27%.

A total of 60 beauty brands, including Huda Beauty, Hourglass and Charlotte Tilbury, were tracked by MediaVision based on analysis of UK search volumes.

The analysis was carried out using the company’s proprietary Digital Demand Tracker tool, which analyses search data from AdWords and Google Trends.

It used a combination of machine learning and data science to extrapolate likely search terms, volumes and trends for the period 1 November to 5 December 2021, based on the past four months of online searches as well as Black Friday search patterns over the past three years.

Despite Black Friday, which this year falls on 26 November, looking up for Paula’s Choice, only a handful of other brands, such as luxury fragrance label Diptyque (up 12%) and Avon (up 2%), are predicted to see a rise in traffic.

Others, including Lancôme (-0.4%), Clinique (-18%) and Lush (-49%) are forecast to see online interest plummet.

Alongside The Perfume Shop, online retailer Lookfantastic (up 0.5%) is set to see its search volumes increase. Online activity for The Body Shop (-41%) and Superdrug (-27%) is anticipated to decline, meanwhile.

MediaVision said this suggests fragrance will likely be successful this Black Friday and that beauty is bouncing back from the challenges of the pandemic.

When it comes to categories, the eyes have it with eyelash extensions showing a predicted search increase of 72.5% and eyebrow lamination up 50.4%.

In third place are gel nails, tipped to peak in online interest by 35.9%.

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