How are skincare consumers searching online? How can brands be more relevant and more visible online? These questions drove the first set of insights of Digital Luxury Group’s (DLG) latest research, “The online state of skincare brands.”

The research takes a look at the online performance of 28 premium beauty brands, with skincare as their main product, exploring skincare search interest on Google in English, on branded and category search.

According to DLG, Augustinus Bader is the fastest-growing brand, growing from 5,000 searches in February 2018 to more than 40,000 a year later, representing a 30,783% growth.

Users mostly search using brand-related keywords – 58% brand search vs 42% category search. Search interest for skincare brands has grown +51% in the past 3 years, with mobile accounting for almost 80% of searches. According to Google research, mobile search queries that take place in-store have grown by 15% in recent years. Startup skincare brands show the fastest-growing search demand Established brands are keeping pace with the younger upstarts in the market. Search growth in the past 3 years (2016-2019):

• Neutrogena +106%

• SkinCeuticals+89%

• La Roche-Posay +117%

• La Mer +116% Top 10 Skincare Brands 2019:

• Clinique

• Estée Lauder

• Neutrogena

• La Roche-Posay

• Lancôme

• Kiehl’s

• Clarins

• Shiseido

• Glossier

• L’Occitane