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1、How to Drive Beauty&Personal Care eCommerce in EuropeBenchmarks&Insights for Multichannel Beauty&Personal Care BrandsHow to Drive Beauty&Personal Care eCommerce in Europe|2eCommerce for Beauty and Personal Care is rapidly growing in Europe;understanding the trends is vitalBeauty and Personal Care ra

2、nk today among Europes most popular eCommerce categories.Online sales in these sectors are projected to grow by 10 percent in 2024,with further expansion expected through 2025.In response to rising living costs,shoppers are adopting more strategic purchasing behaviors.Consumers are now balancing pre

3、miumization with affordability,focusing on ingredient quality,and seeking discounts,rewards,and dupes;affordable alternatives to high-end products.This trend is particularly strong among Gen Z shoppers.So,how can your brand tap into the growing Beauty and Personal Care eCommerce market in Europe?In

4、this guide,discover MikMaks latest benchmarks and insights from the top five European markets:the UK,France,Germany,Spain,and Italy.Uncover best practices that will help your brand grow,with an omnichannel approach,commerce-first.Note:While distinguishing between Beauty and Personal Care products ca

5、n be challenging,especially with cosmetics,there are notable differences in shopping behavior.In our report,Beauty refers to fragrance,makeup,and beauty care cosmetics,while Personal Care includes dermocosmetics,hygiene,haircare,and wellness products like supplements.Top 5 European Markets for Beaut

6、y&Personal CareBy retail sales,billion(Cosmetics Europe,2023)Source:Cosmetics EuropeHow to Drive Beauty&Personal Care eCommerce in Europe|3Channel Performance InsightsTodays Beauty and Personal Care shoppers use multiple channels throughout their buying journey.To capture and maintain their attentio

7、n,brands must engage with consumers in diverse ways across various platforms.MikMak measures in-market shopper traffic to retailers with a metric called Purchase Intent Clicks*.It indicates the number of times shoppers click on retailer checkout options on multichannel brands marketing content.Searc

8、h and social media drive the most Beauty&Personal Care shopper trafficBased on the share of Purchase Intent Clicks,organic and paid search is currently the leading eCommerce traffic acquisition source for Beauty and Personal Care brands in Europe,followed by social media.Beauty&Personal Care eCommer

9、ce Traffic Sourcesby Share of Purchase Intent Clicks*Purchase Intent Clicks:The number of times a shopper has clicked through to at least one retailer during a single sessionWe anticipate significant growth in shoppable media advertising for Beauty and Personal Care brands across Europe in the comin

10、g years,driven by increasing digital ad spend and the rising need for brands to optimize marketing profitability.This shift could lead to changes in shopper traffic acquisition.How to Drive Beauty&Personal Care eCommerce in Europe|4Top 3 Social Media Platforms-Beauty&Personal Careby Share of Purchas

11、e Intent Clicks Meta platforms lead Beauty&Personal Care social commerceWhen focusing on social channels,Meta platforms,Facebook and Instagram,are currently the top sources of shopper traffic for Beauty and Personal Care brands in Europe.However,performance can vary depending on audience demographic

12、s,product categories,retailers,and other factors.With shoppers engaging across multiple social platforms,its crucial to continually assess which combinations drive the most profitable results for different campaigns.READ THE REPORTHow to Drive Beauty&Personal Care eCommerce in Europe|453%38%4%Other5

13、%How to Drive Beauty&Personal Care eCommerce in Europe|5*Purchase Intent Rate:The percentage of shoppers who opened a MikMak Commerce experience then clicked through to at least one retailerPurchase Intent Rate is over 2X higher on brand websites compared to mediaTo monitor the likelihood of convers

14、ion,MikMak uses a metric called the Purchase Intent Rate*,which measures the percentage of shoppers clicking through to retailer checkout options from manufacturing brands shoppable media and websites.Compared to other sectors,such as Food&Beverage,the Purchase Intent Rates for Beauty and Personal C

15、are categories exceed the overall average for brand websites(15%)and media(4%),highlighting their strong performance and potential.How to Drive Beauty&Personal Care eCommerce in Europe|5Purchase Intent Rates on brand websites are generally higher than on media platforms because visitors are often fu

16、rther down the purchase funnel and,therefore,more likely to make a purchase.Average Purchase Intent Rate-Beauty&Personal CareREAD THE GUIDEHow to Drive Beauty&Personal Care eCommerce in Europe|6Best PracticesSuccessful multichannel brand marketers make it fast and easy for consumers to discover and

17、purchase their products from their preferred retailers,on any digital touchpoint.MikMak Commerce provides premium consumer shopping experiences that create a seamless path to checkout at any retailer,from anywhere across your entire media mix,including social media,retail media,programmatic,paid sea

18、rch,CTV,video,email,and brand websites.Make your products discoverable&accelerate salesCUSTOMER EXAMPLETopicrem makes it convenient for consumers to purchase their dermo-cosmetics by seamlessly connecting social media campaigns to shopping with Shoppable MediaHere are three best practices that led t

19、o their success:1Immediate Product Value:Showcase the product benefits clearly and right away.2Strong Call to Action:“Shop Now”grabs attention and drives clicks.3Flexible Checkout Options:Let customers choose their preferred retailer for a smooth checkout experience.SEE CAMPAIGNRetailer LandscapeTo

20、drive sales,multichannel brands must empower consumers to discover their products and check out at their preferred retailers.Specialized retailers hold the first position for Beauty shoppersWhen comparing this years ranking of the top five retailers by share of Purchase Intent Clicks to the results

21、we observed in our report last year,we notice that:The Health and Beauty retailer Boots remains the top choice for UK shoppers,capturing 36 percent of Purchase Intent Clicks.Amazon has dropped from second to fourth place this year,following The Perfume Shop and The Fragrance Shop,just ahead of John

22、Lewis.In France,Nocib has surged to first place with a 31.4 percent share of Purchase Intent Clicks,closely followed by Amazon at 30.1 percent.While Amazon lost its top position to Nocib,its share of Beauty shopper traffic actually increased by 9 percentage points.CDiscount,Sephora,and Intermarch ro

23、und out the top five retailers,with similar shares.Douglas continues to lead in Germany with nearly a third of all Purchase Intent Clicks.Flaconi is holding the second position with a 17.3 percent share.Notably,the Beauty and cosmetics retailer Notino and the department store KaDeWe have entered the

24、 top five this year.In Spain,Druni has risen to first place this year,capturing 16.5 percent of Purchase Intent Clicks,followed closely by El Corte Ingls at 16.3 percent and Douglas at 12.4 percent,which is increasing its share in the country.Arenal enters the top five this year in fourth place with

25、 a 4.2 percent share,just ahead of Sephora.In Italy,Douglas again takes the lead with a 23.1 percent share of Purchase Intent Clicks,followed by Sephora at 18 percent and Pinalli at 14.5 percent.Notino joins the top five in fourth place with a 6.5 percent share,while Amoretti Profumi completes the l

26、ist with 6.3 percent.How to Drive Beauty&Personal Care eCommerce in Europe|836%Boots17.8%The Perfume Shop4.7%The Fragrance Shop4.1%Amazon4%John Lewis33.3%Other31.4%Nocibe30.1%Amazon5.6%CDiscount4.9%Sephora4.8%Intermarch23.2%Other32.1%Douglas17.3%Flaconi11.4%parfumdreams8%Notino1.9%KaDeWe29.4%Other4.

27、2%4.1%16.5%Druni16.3%El Corte Ingles12.4%DouglasArenalSephora46.4%Other6.5%6.3%23.1%Douglas18%Sephora14.5%PinalliNotinoAmoretti Profumi31.6%OtherTop 5 Retailers by Share of Purchase Intent Clicks,BeautyFor Personal Care purchases,specialized retailers compete with AmazonCompared to last years top 5

28、retailer ranking in Personal care:In the UK,Boots leads with a commanding 60 percent share of Purchase Intent Clicks.Amazon retains second place,but its share has decreased from 21.2 percent to 12.6 percent compared to last year.Tesco follows with 11.7 percent,Superdrug with 11.4 percent,and Ocado r

29、ounds out the top five with 1.6 percent.In France,generalist retailers dominate,with Amazon maintaining the top position at 23.7 percent of Purchase Intent Clicks.Intermarch holds second place with 11 percent,while Nocib has dropped to third with a 9.8 percent share.Cocooncenter and Atida are tied f

30、or fourth and fifth with 4.5 percent and 4.4 percent,respectively.In Germany,the specialized Personal and Health Care retailer dm takes the lead this year with 29.1 percent of Purchase Intent Clicks,followed closely by drugstore chain Rossmann at 23.8 percent.Douglas and Flaconi secure third and fou

31、rth positions with 17.1 percent and 10.7 percent,respectively.Amazon falls from third to fifth place this year.In Spain,Amazon remains the leader,with 24.8 percent share of Purchase Intent Clicks.Druni(17 percent)and Primor(11.3 percent)are competing closely with Amazon.Fourth and fifth places go to

32、 Atida and Carrefour.In Italy,Amazon is increasing its share of shopper traffic this year,holding a 56.1 percent share of Purchase Intent Clicks.The parapharmacy retailer Farma has made a notable impact with 19.3 percent of clicks,followed by dm,eFarma,and Douglas.How to Drive Beauty&Personal Care e

33、Commerce in Europe|103.89%6.41%4.31%Top 5 Retailers by Share of Purchase Intent Clicks,Personal Care60%Boots12.6%Amazon11.7%Tesco11.4%Superdrug1.6%Ocado2.7%Other23.7%Amazon11%Intermarch9.8%Nocibe4.5%Cocooncenter4.4%Atida46.6%Other29.1%dm23.8%Rossmann17.1%Douglas10.7%Flaconi5.1%Amazon14.3%Other6%5.4%

34、24.8%Amazon17%Druni11.3%PrimorAtidaCarrefour35.5%Other56.07%Amazon19.27%FarmadmeFarmaDouglas10.06%OtherHow to Drive Beauty&Personal Care eCommerce in Europe|11Best PracticesDrive business impact and accelerate your eCommerce growth by gaining visibility into your consumers shopping journey,all the w

35、ay through purchases at select retailers.Consider using tools like MikMak Custom Retailer Allocation to achieve this.Additionally,you can enable the MikMak Store Locator feature,so shoppers can see when your products are in-stock based on their geographic location.MikMak provides proprietary,retaile

36、r-specific consumer insights that you can use in joint planning discussions with your retailer partners,to unlock shelf space and media value.Strengthen retailer relationshipsBiocodex increased Purchase Intent and gained valuable insights into their consumers product and retailer preferences with Mi

37、kMak+23%Increase in Purchase Intent Clicks after integrating MikMak onto their brand website(s)24%Of consumers interacting with Biocodex preferred to shop at Amazon90+Products across 56 retailers,3 brands,and 7 countries using MikMak on brand websites&mediaCUSTOMER EXAMPLEREAD CASE STUDYSeasonal Dyn

38、amics&Key DatesPurchase Intent Clicks for Beauty&Personal Care brands peak at year-endThe end of the year is a peak season for Beauty and Personal Care eCommerce in Europe.The shopper traffic to retailers reached its highest point in November for Personal Care across the five key countries.December

39、was the busiest month for Beauty.Share of Purchase Intent Clicks by MonthSpring is another high shopping season for Beauty&Personal CareIn the UK,November and December were particularly dominant for in-market shopper traffic for Beauty and Personal Care,whereas in the other four countries,springtime

40、 comes close to matching the year-end season.The highest peaks typically align with special occasion shopping,such as holiday gifting,Valentines Day,Mothers Day,and Fathers Day,as well as major promotional events like Amazon Prime Day and Black Friday,with shopper traffic increasing significantly tw

41、o to three weeks before these occasions.Share of Purchase Intent Clicks by CountrySeptember and December scored the highest Purchase Intent Rates on mediaAcross media channels,including social media,display,and video advertising,Septembers Back-to-School campaigns saw the highest share of shoppers l

42、ikely to convert at retailers,with an impressive 24 percent Purchase Intent Rate across the five key European countries.December ranked second,particularly significant for Beauty brands.Despite the ongoing impact of inflation on consumer spending,we are seeing encouraging signs for the Beauty and Pe

43、rsonal Care sectors in the coming months.With the holiday season approaching,there will be numerous opportunities for brands to engage with consumers and drive conversions.Average Purchase Intent Rate by Month on MediaWeekends boost shopper traffic for Beauty brandsWeekends are the prime time to eng

44、age with Beauty shoppers,with Saturday and Sunday driving the highest traffic to retailers for Beauty brands.In contrast,for Personal Care,midweek,particularly from Wednesday to Friday,tends to generate the most shopper activity.In the UK,Wednesday and Saturday stand out as peak days,while in France

45、,Sunday and Monday see the most activity.German shoppers are most active on Friday and Sunday,while in Spain,Wednesday and Thursday dominate.For Italian shoppers,any day from Wednesday to Sunday performs well.Share of Purchase Intent Clicks by Day of the WeekShare of Purchase Intent Clicks by Day of

46、 the WeekHow to Drive Beauty&Personal Care eCommerce in Europe|16Best PracticesUse first-party data to improve your marketing effectivenessTo effectively grow market share,its crucial to understand,compare,and optimize your performance across brands within your category by channel,retailer,and other

47、 key metrics.Tracking how your performance evolves over time is equally important.Collect and leverage first-party data by using platforms like MikMak to enhance your media targeting based on shoppers interests,retailer preferences,and channel behavior.MikMak Insights offers a comprehensive view of

48、your performance,delivering actionable insights to optimize marketing effectiveness and boost profitability.Bioderma incorporated MikMak Commerce on its websites and social media to provide a frictionless path to purchase across 32 countriesCUSTOMER EXAMPLE+126%Increase in Purchase Intent Clicks fro

49、m 2022 to 2023+109%Increase in Purchase Intent Rate from 2022-to 202319.6%Of Purchase Intent Clicks show offline purchase intent interest“Data-driven marketing is a major shift.All the algorithms for content are everywhere,and all the algorithms for influencers or advertising are everywhere.So,there

50、s no marketing without data at the core of it.”Axel Adida,Chief Digital OfficerLISTEN HEREREAD CASE STUDYTop 10 Products-BeautyProduct PopularityFragrances drive the most traffic and the highest Purchase Intent Rate in BeautyThis year,fragrances are the standout products driving European Beauty shop

51、pers from branded media to retailers,topping the charts in both Purchase Intent Clicks and Purchase Intent Rate.Concealers and foundations also rank highly in these metrics.Interestingly,makeup advent calendars have made their way into the Top 10 rankings.These Beauty advent calendars have surged in

52、 popularity in recent years,and the trend shows no signs of slowing down.By Share of Purchase Intent ClicksBy Purchase Intent Rate1.Fragrance1.Fragrance 2.Concealer2.Foundation3.Makeup advent calendar3.Wrinkle smoothing serum4.Lip ink4.Concealer5.Foundation5.Nail polish6.Makeup fixing spray6.Tanning

53、 lotion7.Mascara7.Illuminating BB cream8.Lip gloss8.Self-tan gel9.Liquid lipstick9.Makeup advent calendar10.Compact powder10.Makeup fixing sprayTop 10 Products-Personal CareCleansing gels receive the most Purchase Intent Clicks among Personal Care productsCurrently,cleansing gels lead in Purchase In

54、tent Clicks,driving significant in-market shopper traffic.Special skin and hair treatment products also rank highly on the list.Items such as anti-dark spot hand cream and anti-pigment serum not only attract attention but also boast a high Purchase Intent Rate,suggesting a strong likelihood of being

55、 added to shopping carts after exposure to branded media.By Share of Purchase Intent ClicksBy Purchase Intent Rate1.Cleansing gel1.Anti-dark spot hand cream2.Anti-wrinkle cream2.Shower gel3.Hair repair spray3.Pore refiner4.Anti-wrinkle serum4.Deodorant5.Sunscreen5.Sunscreen6.Anti-pigment serum6.Prob

56、iotic supplement7.Personal Care advent calendar7.Anti-pigment serum8.Anti-spot treatment8.Body lotion9.Eye contour cream9.Conditioner10.Hair removal cream kit10.ShampooHow to Drive Beauty&Personal Care eCommerce in Europe|19Best PracticesSave time and moneyDo you know where is best to invest your ne

57、xt marketing dollar?First,its important to understand the channels,campaigns,creative,and audiences that actually convert.With consistent,real-time reporting and easy access to consumer,retailer,and platform insights,brands internal teams and agencies can save a ton of time and money.A global platfo

58、rm like MikMak,complete with full-service and self-service tools,automatically enables consistent reporting and fast decision-making across the entire organization.Our platform empowers you to build,design,and customize eCommerce websites and media experiences,all backed by MikMaks best-in-class glo

59、bal retail network,inventory data,and sales attribution.“Its understanding what tools are out there to be able to get insights around intentionality.So tools like MikMak,where you can look at add to cart numbers,and percentages,and breakouts between retailers.So its understanding that youre not goin

60、g to have that DTC luxury of all the transactions.But being comfortable putting together different pieces of data that tell the story.Combined with whats happening in social and other places where consumers are having dialogue and creating content in order to build what you want for next week,next m

61、onth,and the next quarter.”Kevin Shapiro,Senior Vice President,US Marketing-Consumer BeautyWATCH NOWHow to Drive Beauty&Personal Care eCommerce in Europe|20Simplify checkout to drive sales:Is your brand utilizing its media campaigns and brand website effectively to drive and measure retailer sales?U

62、sing MikMak Commerce with multi-retailer checkout options allows you to increase your chances of conversion.Leverage real-time transactional insights:How and where do your audiences convert?Identify with MikMak Insights which channels,campaigns,and retailers are part of your consumers shopping journ

63、ey to place your media investments at the right time and in the right places.Optimize your content and be agile with your data:Tailor your creative to be relevant to the specific audience segment targeted in your campaign.Keep your creative and marketing outreach focused on consumer behavior,and use

64、 insights to adjust your strategy quickly to save time and money.Explore growth opportunities:Check your performance against category(and subcategory!)benchmarks to see how you stack up against the competition.A/B test new creative formats like shoppable QR codes and CTV to see if purchase intent in

65、creases.Checklist to increase your Beauty and Personal Care marketing effectiveness and profitabilityLISTEN HEREFor those companies that really understand their consumer and what service or product they are going to provide,they are going to win the battle.Dana Medema,Vice President&General ManagerY

66、ou create business when you find what people need and you create solutions to peoples problems.Esi Eggleston Bracey,Chief Growth and Marketing OfficerLISTEN HEREHow to Drive Beauty&Personal Care eCommerce in Europe|21All data and insights from this report are sourced from the MikMak Shopping IndexTh

67、e MikMak Shopping Index was developed to provide a standardized set of metrics,methodology,and benchmarks to help drive brands business results and strategy.It is a collection of key eCommerce KPIs collected across hundreds of brands,over 250 channels,and more than 7,000+retailer integrations to und

68、erstand consumer online shopping behavior.All data in this report is from 1 September 2023 to 1 September 2024.Were here to help.MikMak helps multichannel brands gain deeper consumer insights to grow and protect market share.Lets chat!Want to get even more insights?Looking for a different category?CONTACT US