PM Digital, a full service digital marketing firm, has released its latest Trend Report: Makeup and Skincare Brands Online, which explores the current state of beauty e-tail.
The report highlights how brands effectively cater to online shopping, and predicts that US beauty sales are expected to reach $81.7bn by 2017 and of that, 38% is expected to be attributed to online key term searches. The report finds that over the last 5 – 7 years, e-commerce has been and will continue to be a consistent vehicle for how consumers purchase beauty products, and attributes this to impactful online marketing campaigns searches.
Additional key findings were that search engines drive nearly 40% of clicks to makeup and skincare sites, with Google alone accounting for 30% of referrals to makeup and skincare sites, while the top search keywords for makeup and skincare sites fall into three categories – products, concerns, and promotion/contest/giveaway searches. The report also claims that product features and reviews, how-to videos, testimonials, forums, and social media continue to be popular in building consumer trust in a product or brand.