The online beauty retail market has seen an overall growth of 32% in the last year, a new study into its performance has revealed.
The Beauty Industry Digital Insight Report, produced by Chester-based digital agency Inside Online, examined the top 34 websites within this competitive online market. Under consideration were year-on-year (YOY) visibility statistics, keyword competitiveness, link profile analysis and link velocity.
It’s the established brands who continued to dominate the market in 2016 – a turbulent year for online retailers as a whole. Leading the way with 3,350,000 searches a month, Boots was the most searched-for brand. Avon, Beauty Bay, Feel Unique and Sephora complete the top five.
In fact, Sephora is enjoying success in a number of areas online. It stands in top position for total authority of linking domains, with a strong score of 7.229 linking domains. It also tops the table when it comes to social shares.
Social presence in the industry in general is impressive, especially for those top players whose total shares number in the tens of millions.
Since last year’s report, Benefit Cosmetics has made significant improvements in its online presence, seeing a 991% increase in organic YOY visibility. Underperforming sites in the market include Semichem, who has a low number of linking domains as well as poor domain authority.
“The retail industry has seen a seismic shift in online commerce – particularly so in the beauty industry,” says Hatty Scaramanga, Sales and Marketing Manager at Inside Online. “The most important factor for brands is the need to understand the beauty consumer: who they are, what they buy, where they buy it and why. It’s crucial to examine how their behaviour is changing, and what that means for your brand.”
According to forecasts from Research and Markets, the global beauty industry will be valued at £374 billion by 2018.
So how can beauty retailers improve their online presence? Scaramanga offers the following advice:
1) Increase the number of linking domains
The ultimate goal of any link acquisition drive is to achieve links from domains within the 70-100 authority range. Links from just one or two of these sites have the potential to rapidly increase a site’s organic visibility.
2) Produce exciting, targeted content
Look Fantastic’s interview with a NARS makeup artist achieved over 1,800 social shares – a great example of how interesting content can help your brand reach many potential customers
3) Have a website that is mobile-friendly.
61% of beauty searches last year were made on mobile devices, so it’s important to make sure that your site is optimised for them.