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Hypothesis
Since lockdown restrictions have taken place – most barber shops, beauty salons,
spas and hairdressers are forced to close. As a result, many consumers may buy
beauty/grooming products to use at home.
There may still be a need to look sharp as a lot of consumers still have video/web
calls which they would want to look presentable in.
‘Beauty products’ searches growing in the UK in the final week
with 200% year over year (YoY) growth for searches and 148% year over year for clicks
Overall 37% YoY
Indexed Searches
Source: Microsoft Internal Data, United Kingdom, All Devices
Overall 23% YoY
148% YoY
on last
week
Indexed Clicks
200% YoY
on last
week
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
2019 2020
Indexed Searches
Source: Microsoft Internal Data, United Kingdom, All Device
Category Query sample
Cleaning Soap, hand sanitiser
Facial Care Blackheads, toner
Trimmer Nose hair trimmer, eyebrow
trimmer
Hair Care hair dryer, hair dye
Spa & Wellness Face mask, salts
Nail Care Nail polish remover, cuticle oil
Body Care Cocoa butter, rose water
Dental Care Toothbrush, electric toothbrush
Hair Clipper Hair clippers men, hair clippers
Hair Removal Laser hair removal, veet
Suncream Spf, spray tan
Intimate Condoms, lube
Makeup Foundation, urban decay
Perfumes & Aftershave Perfume, fragrance
Shaver Philips shavers, shavers
‘Hair clipper’ growing the most post lockdownHair Clipper week over week (WoW): 4% and 112% YoY from week 12 to week 15
Body Care
Cleaning
Dental Care
Facial Care
Hair Care
Hair Clipper
Hair Removal
Intimate
Makeup
Nail Care
Perfume & Aftershave
Shavers
Spa & Wellness
Sun Cream
Trimmer
Indexed searches
Source: Microsoft Internal Data, United Kingdom, All Device
*Considering Week 14Th and 15th
Category Driver Top Query WoW*
Hair clipper Hair clippers {brand}
hair clippers
+15%
Nail care Cuticle Cuticle oil +162%
Perfumes &
Aftershaves
{brand} {brand} +1300%
There is significant query growth week over week (WoW) for
queries in various categories and not just only one
15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
chanel coco cuticle hair clipper hair colour hair dye hair scissors
Source: Microsoft Internal Data, United Kingdom, All Device
*Considering Week 14Th and 15th
Category QueryPhrase WoW CTR WoW CPC
Perfumes & Aftershave {brand} 600.00% 644.44%
Makeup eyelash curler 320.63% 525.71%
Shavers hair shaver 280.47% 8.57%
Hair care cordless hair dryer 277.45% -74.81%
Dental care kids electric toothbrush 257.14% 222.73%
Facial care lip scrub 242.57% 32.80%
Sun cream boots sun cream 197.14% 38.89%
Body care anti aging cream 170.63% 90.97%
Trimmer eyebrow trimmer 151.39% 42.03%
Hair clipper best cordless hair clippers 139.49% 220.16%
Hair removal hair remover 121.10% 44.98%
Spa & Wellness lavendar essential oil 109.74% -7.18%
Cleaning hand sanitiser 109.35% 23.31%
Intimate lube 26.29% 4.78%
Nail care nail care 25.83% 18.32%
Trends for clicks and searches remain stable for most categories
Total searches split by the different categories
Source: Microsoft Internal Data, United Kingdom, All Device
‘Hair clipper’ has gone from having little to no share to 24%
search share in week 15
16% 16%16%
12%14% 17%
26%
18%
37%
50%47%
36%
24% 23%
7% 6% 6%
4%5%
4%
5%
3%
3%
3%
2%
2%
2% 2%5% 4%
4%
4% 4%4%
4%
3%
4%
6%
4%
3%
3% 2%
9%9% 8%
7% 8% 7%
7%
5%
4%
6%
5%
10%
9% 10%
9%
15%24%16% 17% 16%
14% 15% 13%
17%
10%
9%
11%
7% 6%
7%
7%
33%29% 27%
24%
29% 29%
23%
14%
13%
16%
12%6%
7%
7%
4%
5% 9%
25%18% 18%
9%
40%
26%
3%
18%24%
30%
21%
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
Body Care Cleaning Dental Care Facial Care Hair Care Hair Clipper Hair Removal Intimate Makeup Nail Care Perfume & Aftershave Shavers Spa & Wellness Sun Cream Trimmer
Source: Microsoft Internal Data, United Kingdom, From Week 10th until Week 15th
Top 5 year over year volume searches by category
Top 5 % volume searches by category
Body
care
Cleaning Dental
care
Facial
care
Hair care Hair
clipper
Hair
removal
Intimate Makeup Nail care Perfume Shavers Spa &
Wellness
Sun
Cream
Trimmer
Best anti aging cream soap2day toothbrush blackheads
Dyson hair dryer
Hair clippers men
Laser hair removal condoms foundation
Nail polish remover Perfume shop
{brand}razors Face masks spf
Nose hair trimmer
Bb cream Hand sanitiserElectric
toothbrush {brand} Hair dryer Hair clippersNo hair removal lube Urban decay Cuticle oil
Fragrance direct
{brand}shavers Face mask Spray tan
Eyebrow trimmer
Cocoa butter soap
{brand}electric
toothbrushBlackhead removal Hair dye
Mens hair clippers Hair removal
{brand}lube
Mac cosmetics
Acetone nail polish
remover perfume{brand}shavers
Face masks uk Sun cream
Nose trimmer
Rose waterHand sanitiser
uk
Crest whitening
strips Sponge shampooWahl hair clippers
Flawless hair remover Pre seed lube
{brand}palette
Gel nail polish remover fragrance
Electric shaver
{brand}salts sunscreen
Electric nose trimmer
Anti aging cream Carbolic soap
Best electric toothbrush toner serum
Hair trimmers men Bikini wax Best condoms cosmetics Nail care perfumes Razor blades Essential oils
Ultrasun suncream
Best nose hair trimmer
Body
care
Cleaning Dental
care
Facial
care
Hair care Hair
clipper
Hair
removal
Intimate Makeup Nail care Perfume Shavers Spa &
Wellness
Sun
Cream
Trimmer
Best anti aging cream Hand sanitiser
{brand}mouthwash
Blackhead extraction
Nutrisse hair colour
Hair clippers men
{brand}hair removal
{brand}lube
{brand}cosmetics
Cuticle remover fragrances
{brand}razor blades
Disposable face masks
{brand}sun cream
Nose hair trimmer
Body oil{brand}
soap
Hydrogen peroxide
mouthwash {brand}
Semi permanent
hair dyeElectric hair
clippers Hair remover Lube
Best foundation
makeup
Acetone nail polish
remover{brand}
aftershave{brand}razors
Best face masks spf
Eyebrow trimmer
Best anti aging creams Hand soap
{brand}mouthwash Lip balms
Purple hair dye
{brand}hair clippers
{brand}hair removal
cream Condoms bronzerNail polish remover
{brand}perfume
Electric razors men
Homemade face masks Sunscreen
Best nose hair trimmer
{brand}cream Simple soap
Kids electric toothbrush
{brand}cleanser
{brand}hair dye
Best hair clippers
{brand}hair removal Best condoms
{brand}eye shadow Cuticle oil
Superdrug perfume
offersBest electric
shavers Face masks Sun creamNose
trimmer
Cocoa butter soap2day
{brand}toothbrush
headBest
moisturiserHair dye colours
{brand}hair clippers
Hair removal laser
Small condoms contour
Gel nail polish remover
{brand}aftershave Shavers men Face mask
{brand}sun cream
Electric nose trimmer
Hypothesis testing and conclusion
Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty salons,
spas and hairdressers are forced to close. As a result, many consumers may buy
Beauty/grooming products to use at home.
There may still be a need to look sharp as a lot of consumers still have video/web calls which
they would want to look presentable in.
Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place, search
volume and clicks have grown significantly.
- There has been a 200% increase in searches YoY for week 15 and 148% increase in clicks
YoY.
- Several categories feed into this growth but ‘Hair clipper’ has been the driving force in this
growth with 112% YoY search growth.
- Taking a deeper look, we see that categories like ‘Nail care’ and ‘Perfumes & Aftershave’
also have queries which have significant growth which feed into the overall YoY growth.
‘Beauty products’ searches growing in France in the final week with 170% year over year growth for searches and 216% year over year for clicks
Overall 29% YoY
Indexed Searches
Source: Microsoft Internal Data, France, All Devices
Overall 16% YoY
216% YoY
on last
week
Indexed Clicks
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
2019 2020
170% YoY
on last
week
Indexed Searches
Source: Microsoft Internal Data, France, All Device
*
Category Query sample
Solar Cream Autobronzant, autobronzant
bio
Facial Care Anti cerne, time filler
Trimmer tondeuse, tondeuse
Hair Care Coloration, shampoing solide
Manicure & Pedicure Faux ongles, dissolvant
Men Care Rasage, blaireau rasage
Body Care Dexeryl, epitact
Dental Care brossette interdentaire
Hair Clipper One blade
Hair Removal Cire epilation, epilateur
electrique
Hairdressing Brossette, brosse cheveux
Intimate Preservatif, lubrifiant
Makeup Eyeliner, pinceau blush
Perfumes & Aftershave Fragrance, blue chanel
Shaver Rasoir electrique, rasoir
Solar Cream
Facial Care
Trimmer
Hair Care
Manicure & Pedicure
Men Care
Body Care
Dental Care
Hair Clipper
Hair Removal
Hairdressing
Intimate
Makeup
Perfumes & Aftershaves
Shaver
‘Solar cream’ and ‘Hair care’ growing the most post lockdownsolar cream week over week: 164% Hair care week over week: 12%
Indexed Searches
Source: Microsoft Internal Data, France, All Device
*Considering Week 14Th and 15th
Category Driver Top Query WoW*
Hair removal Epilateur
electrique
Epilateur
electrique
+56%
Hair clipper One blade One blade +44%
Solar cream autobronzant autobronzant +85%
15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
autobronzant cire epilation epilateur electrique one blade tondeuse philips
There is significant query growth week over week for queries in
various categories and not just only one
Source: Microsoft Internal Data, France, All Device
*Considering Week 14Th and 15th
Category QueryPhrase WoW CTR WoW CPC
Solar Cream meilleur autobronzant 385.37% 391.70%
Body Care crème pieds 296.42% 64.65%
Hair Clipper rasoir one blade 102.32% -42.75%
Perfumes & Aftershaves brands 75.00% -20.41%
Dental Care brossette interdentaire 59.60% -13.44%
Trimmer tondeuse philips 51.40% -10.60%
Hair Removal cire epilation maison 44.49% -13.00%
Manicure & Pedicure soin pieds 32.06% -41.13%
Hair Care coloration cheveux blancs 24.35% -0.36%
Facial Care crème anti cerne 15.66% -51.00%
Makeup eyeliner 14.16% -7.40%
Intimate preservatifs 10.60% -4.00%
Hairdressing brosse nettoyante visage 9.95% -22.67%
Shaver peigne rasoir 8.30% 8.60%
Trends opportunities appears for queries with both growing click
through rate and declining cost per click
Total searches split by the different categories
Source: Microsoft Internal Data, France, , All Device
23%27% 27% 25% 27%
33% 33% 31%25% 25%
12% 14% 13% 11%
15%
16% 13%15%
18%
16% 16% 15%
18%15%
32%37% 39% 43%
10%
8% 8%7%
6%5%
6% 7%7%
7%6%
8% 8%10%
15%12% 14%
14%14% 11%
12% 11%13%
12% 7%
5% 5%3%8% 8% 8%
10%9% 8%
8%8% 11%
13%12%
11% 10%8%
10%9% 9% 10% 10% 10%
6%8% 7% 8%
5% 4% 3%3%
11% 10% 11% 9% 8% 9% 7% 8% 10% 9% 6% 7% 7%7%
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
Body Care Dental Care Facial Care Hair Care Hair Clipper
Hair Removal Hairdressing Intimate Makeup Manicure & Pedicure
Men Care Perfumes & Aftershaves Shaver Solar Cream Trimmer
‘Hair care’ has grown the most over time whereas other
categories do not show much trend
Source: Internal Data ,O&O Search Data, From Week 10th until Week 15th
Top 5 year over year volume searches by category
Top 5 % volume searches by category
Solar
cream
Facial
care
Trimmer Hair care Manicure
& Pedicure
Men
care
Body
care
Dental
care
Hair
clipper
Hair
removal
Hair
Dressing
Intimate Makeup Perfume Shaver
autobronzant Anti cerneTondeuse
nezShampoing
solide Faux ongles Apres rasageCreme {brand} dentifrice {brand}
Epilateur lumiere pulsee brossette preservatif mascara fragrance
Rasoir electrique
{brand}autobronzant
Masque charbon
Tondeuse {brand}
Coloration cheveux dissolvant Rasage {brand}
Brossettes interdentaires
Rasoir {brand} Epilation
maillot Brosse lissante lubrifiant gloss {brand}Rasoir
{brand}{brand}
autobronzantavis Anti cernes
Tondeuse cheveux coloration Soin pieds
Rasage classique
Gommage corps Jet dentaire Rasoir
Epilateur electrique
Brosse nettoyante
visage preservatifs eyeliner parfumRasoir
{brand}
Meilleur autobronzant Time filler
Tondeuse corps
Coloration vegetale Soin mains
Soin visage homme savon
Brossettes {brand} visage corps
Creme depilatoire
Brosse cheveux lubrifiants Faux cils {brand}
Peigne rasoir
Autobronzant bio
Creme anti cerne
Tondeuse barbe
Teinture cheveux
Dissolvant acetone
Rasage traditionnel Gel douche
Brossettes gum {brand} {brand}
Cire epilationBrosse lissante
{brand} lubeMiroir
grossissant parfumsRasoirs {brand}
Solar
cream
Facial
care
Trimmer Hair care Manicure
& Pedicure
Men
care
Body
care
Dental
care
Hair
clipper
Hair
removal
Hair
Dressing
Intimate Makeup Perfume Shaver
Autobronzant naturel
Masque charbon
Tondeuse nez
Coloration cheveux blancs Soin pieds
Soin visage homme
{brand} Brosette {brand} {brand}
Cire epilation maison
Brosse nettoyante
visage preservatifs gloss {brand}
Peigne rasoir
cheveux
autobronzantCreme anti
cerne
Tondeuse {brand}
Coloration naturelle cheveux Soin mains Apres rasage
Creme pieds
Brossette interdentaire
Rasoir {brand}
Creme depilatoire
visageBrosse
cheveux lubrifiantPinceau
maquillage parfumsPeigne rasoir
Autobronzant bio Anti cerne
Tondeuse cheveux
Teinture cheveux dissolvant Rasage erborian
Brossette interdentaires
Rasoir {brand}
Cire epilation Brosse lissante preservatif eyeliner parfum
Rasoir electrique{
brand}
Meilleur autobronzant Anti cernes
Tondeuse corps
Coloration blonde fonce Faux ongles
Rasage traditionnel {brand}
Brossettes {brand}
{brand}Creme
depilatoire brossette lubrifiants mascara fragranceRasoir
electrique
Oenobiol autobronzant
Anti cerne efficace
Tondeuse {brand} Coloration
blondeCapsules faux
onglesRasage
classique{brand}
Brosettes {brand} {brand}
visage corpsEpilateur
electrique
Brosse lissante{brand}
lube Faux cils {brand}
Rasoir {brand}
Hypothesis testing and conclusion
Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty
salons, spas and hairdressers are forced to close. As a result, many consumers may buy
Beauty/grooming products to use at home.
There may still be a need to look sharp as a lot of consumers still have video/web calls which
they would want to look presentable in.
Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place,
search volume and clicks have grown significantly.
- There has been a 170% increase in searches YoY for week 15 and 216% increase in clicks
YoY.
- Several categories feed into this growth but ‘Solar cream’ has been the driving force in
this growth with 164% WoW search growth.
- Taking a deeper look, we see that categories like ‘Hair clipper’ and ‘Hair removal’ also have
queries which have significant growth which feed into the overall YoY growth.
- Opportunities appears for queries with both growing CTR and declining CPC
‘Beauty products’ searches growing in Germany in early Aprilwith 110% year over year growth for searches and 116% year over year for clicks
Overall 56% YoY
Indexed Searches
Source: Microsoft Internal Data, Germany, All Devices
Overall 34% YoY
116% YoY
on last
week
Indexed Clicks
110% YoY
on last
week
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
2019 2020
Indexed Searches
Source: Microsoft Internal Data, Germany, All Device
*
Category Query sample
Cleaning Duschgel, seife kaufen
Facial Care Serum, wimpernserum
Trimmer Langhaarschneider, bart
trimmen
Hair Care Shampoo, festes shampoo
Spa & Wellness Bod badezusatz, badekugeln
Nail Care Nagellack, essie nagellack
Body Care Anti aging, handcreme
Dental Care Zahnpasta. Fluorid zahnpasta
Cosmetics Kosmetik, naturkosmetic
Suncream Sonnencreme, sonnencreme
Makeup Make up, foundation
Perfumes & Aftershave Parfumo, parfum
Shavers & Shaving Braun rasierer, rasierer
‘Facial Care’ and ‘Trimmer‘ are growing, ‘Suncream’ in seasonal
demand Suncream year over year: 97% and 130% year over year from week 12 to
week 15
Body care
Cleaning
Cosmetics
Dental care
Facial care
Hair care
Makeup
Nail care
Perfumes & Aftershaves
Shavers & Shaving
Spa & Wellness
Sun cream
Trimmer
Indexed Searches
Source: Microsoft Internal Data, Germany, All Device
*Considering Week 14Th and 15th
Category Driver Top Query WoW*
Make up Augenbrauenfarbe Syoss
augenbrauenfarbe
+82%
Most tokens are starting to decline in recent weeks however
queries related to ‘eyebrow colours’ are increasing
augenbrauenfarbe haarkur haarmaske handcreme
Source: Microsoft Internal Data, Germany, All Device
*Considering Week 14Th and 15th
Category Query WoW CTR WoW CPC
Cleaning duschgel 1138.12% -13.59%
Cosmetics lombagine kosmetik 1138.10% 85.93%
Perfumes & Aftershave perfume 461.34% -10.17%
Makeup augenbrauenfarbe 367.85% -20.42%
Hair care haarkur selber machen 347.06% 218.44%
Sun cream sonnencreme 307.42% -2.58%
Trimmer nasenhaartrimmer 115.87% -14.55%
Nail care uv nagellack 95.59% -61.42%
Shavers & Shaving brand 66.07% -8.28%
Dental care zahnpasta ohne fluorid 30.71% 16.67%
Body care handcreme 19.82% -21.94%
Facial care gesichtsmasken gegen viren 3.53% -33.98%
Trending queries show growing click throug rate (CTR) while for
most cost per click (CPCs) are declining
Total searches split by the different categories
Source: Microsoft Internal Data, Germany, All Device
‘Facial care’ has increased in search share significantly post
lockdown
20%21% 22% 21% 21% 21% 23% 21% 21% 21% 18% 19%
17%15%
5%4% 6% 6% 5% 6% 6%
13%7% 8% 14%
17%31%
26%7% 6%7% 8%
6% 6%7%
6%
6% 6%
5%
6%
4%
4%
10%12%
11% 13%12% 13%
13%11%
13% 10%7%
9%
6%
6%
42%41% 39% 38% 42%
41% 39%38%
41%43% 42%
35%29%
33%
11% 9% 10% 9% 9% 7% 8% 7% 6% 8% 6%5% 5%
6%
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr
Body care Cleaning Cosmetics Dental care Facial care Hair care Makeup Nail care Perfumes & Aftershaves Shavers & Shaving Spa & Wellness Sun cream Trimmer
Source: Microsoft Internal Data, Germany, From Week 10th until Week 15th
Top 5 volume searches by category
Top 5 % year over year volume searches by category
Body care Cleaning Dental
care
Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa &
Wellness
Sun Cream Trimmer
handcreme duschgelZahnpasta
ohne fluoridGesichtsmasken selber machen shampoo kosmetik Make up nagellack parfumdreams
{brand} rasierer
{brand} badezusatz sonnencreme langhaarschneider
Anti agingDuschgel
selber machenFluorid
zahnpasta gesichtsmasken Festes shampoo{brand}
cosmetics foundation{brand}
nagellack parfumo{brand} rasierer badekugeln
Sonnencreme testsieger 2019 haartrimmer
{brand} handcreme shower gel
Zahncreme ohne fluorid
Gesichtsmasken gegen viren waxing naturkosmetik
Permanent make up
{brand} nagellack parfum rasierer Sauna aufguss
Sonnencreme mineralisch nasenhaartrimmer
hautpflege Seife kaufenFeste
zahnpasta serum trockenshampo
o{brand}
kosmeticswimpernliftin
g nagelfeile Das parfum {brand} Badezusatz
selber machen{brand}
sonnencreme Bart trimmen
{brand} bodylotion
{brand} duschgel
Zahnpasta ohne
titandioxid wimpernserum conditioner{brand}
naturkosmetik mascara Gel nagellack{brand} parfum {brand}
Kneipp saunaaufguss
{brand} sonnencreme augenbrauentrimmer
Body
care
Cleaning Dental
care
Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa &
Wellness
Sun
Cream
Trimmer
{brand} handcreme Kernseife kaufen
Fluorid zahnpasta Gesichtsmasken
Haarmaske selber machen
Naturkosmetik muenchen
Magnetische wimpern nagellackentferner
{brand} parfum Test rasierer badekugeln
Sonnencreme test haartrimmer
{brand} handcreme Seife kaufen
Zahnpasta ohne fluorid
Gesichtsmasken selber machen
{brand} shampoo
{brand} kosmetik Magnet wimpern nagelfeile
{brand} parfum
Braun elektrorasierer Sauna aufguss Sonnencreme
langhaarscheneider
{brand} handcreme duschgel
Zahnpasta ohne
mikroplastik gesichwasserFester
conditioner {brand}
kosmetic lidschatten Uv nagellack{brand} parfum
Gilette rasierklingen
Kneipp saunaaugfuss
{brand} sonnencreme nasenhaartrimmer
{brand} handcreme duschschaum
Elmex zahnpasta augenpflege
Trockenshampoo machen
{brand} kosmetik
Lidschatten palette {brand} nagellack
{brand} parfum rasierschaum
Badezusatz selber machen
Baby sonnencreme Bart trimmen
{brand} bodylotion {brand} duschgel
Feste zahnpasta Vitamin c serum
{brand} shampoo
Vegane kosmetik augenbrauenfarbe nagellack
{brand} parfum herren rasierpinsel Bod badezusatz
{brand} sonnencreme Nasentrimmer
Hyphotesis testing and conclusion
Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty
salons, spas and hairdressers are forced to close. As a result, many consumers may buy
Beauty/grooming products to use at home.
Many people may still want to look sharp as a lot of them not only participate in
video/web conferences but also have a desire to still look presentable in front of their
families.
Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place,
search volume and clicks have grown significantly.
- There has been a 110% increase in searches YoY for week 15 and 116% increase in
clicks YoY.
- Several categories feed into this growth but ‘Suncream’ has been the seasonally
driving force in this growth with 130% YoY search growth considering week 12 to
week 15.
Indexed
Searches
Indexed
Clicks
Source: Microsoft Advertising Internal Data, All Device
05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07 Mar08 Mar-14 Mar15 Mar-21 Mar22 Mar-28 Mar29 Mar-04 Apr 05 Apr-11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
2019
2020
Searches and clicks skyrocketed as approaching the lockdownsearches are slowing down but clicks are still growing showing strong commercial intent
Uplift mainly driven by facial care as per the last weeks The remaining categories experienced a slow down during the recent weeks but remained stable.
Indexed searches
Source: Microsoft Advertising Internal Data, All Device
Category Query sample
Body care desodorante,
loción
Hair care serum, champú
Cleaning desinfectante,
jabón
Intimate lubricante,
condón
Dental care pasta dentífrica,
cepillo dental
Makeup eyeliner, cosmetic
Facial care crema antiarrugas,
hidratante
Week over week 15th
+36%
05 Jan-
11 Jan
12 Jan-
18 Jan
19 Jan-
25 Jan
26 Jan-
01 Feb
02 Feb-
08 Feb
09 Feb-
15 Feb
16 Feb-
22 Feb
23 Feb-
29 Feb
01 Mar-
07 Mar
08 Mar-
14 Mar
15 Mar-
21 Mar
22 Mar-
28 Mar
29 Mar-
04 Apr
05 Apr-
11 Apr
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Body care Cleaning Dental care Facial care Hair care Intimate Makeup
Indexed searches
Source: Microsoft Advertising Internal Data, All Device
*Considering Week 14Th and 15th
Category Driver Top Query WoW*
Facial Care crema
antiarruga
s
crema
antiarrugas
+76%
Makeup eyeliner eyeliner +16%
Hair care serum serum +35%
crema antiarrugas
eyeliner
serum
15 Mar-21 Mar 22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr
12 13 14 15
The recent category growth was driven by a specific productFurthermore, peculiar items are also growing in few other categories
Changing preferences and search patterns
Total searches split by the different categories
Cleaning has decreased its
share of volume since the
beginning of the lockdown.
On the other hand, makeup
has risen quite significantly
over time.
Source: Microsoft Advertising Internal Data, All Device
0.00%
0.00%
0.00%0.00% 0.00%
0.00%0.00%
0.00%
30.68% 36.38%
77.59%
39.76%
20.11%10.81%
13.52%
26.82%
3.41%
34.09%
6.59% 5.23%
10.49%
25.13%23.91%
4.18%
10.14%
0.89%
1.04%
4.29%10.72%
15.34%
70.55%
82.37%
60.16%
83.02%85.77%
81.40%
54.17%62.81%
46.48%44.89%
16.95%25.14%
50.33% 49.09%
65.49%
01 Jan-04
Jan
05 Jan-11
Jan
12 Jan-18
Jan
19 Jan-25
Jan
26 Jan-01
Feb
02 Feb-08
Feb
09 Feb-15
Feb
16 Feb-22
Feb
23 Feb-29
Feb
01 Mar-07
Mar
08 Mar-14
Mar
15 Mar-21
Mar
22 Mar-28
Mar
29 Mar-04
Apr
05 Apr-11
Apr
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Body care Cleaning Dental care Facial care Hair care Intimate Makeup Spa & Wellness
• In Spain, the hypothesis proved partially correct with body care increasing
immediately after the lockdown but slowing down as per the recent weeks and
facial care experiencing a more gradual growth
• With people confined indoors we are seeing a spike in searches for crema
antiarrugas. Despite the other categories are on a small downward trend, we are
still seeing consumer interest increasing around specific products: eyeliner, serum.
Hypothesis Test Conclusions
Covid-19 and lockdown specifically drove growth for hair and
hands related products
*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth,
same weeks last year taken for year-on-year comparison
Source: Microsoft Internal, The Netherlands,
Trimming & Shaving
Perfumes
Hands & Feet Care
Make Up
Hair Care
Dental care
Slimming
Facial Care
Search volume during lockdown*
by category
176%
-5%
-20%
13%
102%
-24%
14%
12%
Category growth versus
pre-lockdown*
201%
-9%
227%
14%
136%
-11%
4%
51%
Category growth versus
last year*
Trimming & Shaving and Hair Care related queries see
increases up to 46x 2019 volumes
*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth,
same weeks last year taken for year-on-year comparison
Source: Microsoft Internal, The Netherlands
tondeuse (Trimming & Shaving)
kappersschaar (Hair care)
tondeuse kopen (Trimming & Shaving)
handgel (Hands & Feet Care)
[brand] tondeuse (Trimming & Shaving)
kappersbenodigdheden (Hair care)
haartrimmer (Trimming & Shaving)
[brand] tondeuse (Trimming & Shaving)
haarverf (Hair care)
handcreme (Hands & Feet Care)
handzeep (Hands & Feet Care)
handgel kopen (Hands & Feet Care)
tondeuses (Trimming & Shaving)
makeup (Make-Up)
tondeuse [brand] (Trimming & Shaving)
weegschaal (Slimming)
baardtrimmer (Trimming & Shaving)
tondeuse [brand] (Trimming & Shaving)
pedicureset (Hands & Feet Care)
scheerapparaat (Trimming & Shaving)
Search volume absolute growth versus last year
(by search query, top 20)
1655%
4610%
2847%
2333%
917%
371%
2043%
4000%
332%
364%
740%
Was 0 in 2019
1450%
85%
1080%
28%
127%
1533%
400%
42%
% growth versus last year
(by search query, top 20)
Hypothesis testing and conclusion
Hypothesis:
Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are
forced to close. As a result, many consumers may buy beauty and grooming products for use at home.
There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want
to look presentable in.
Conclusion:
The hypothesis is partly confirmed as not all categories see similar growth spikes
- All-up hair related categories see 102% - 176% increase in searches compared during lockdown vs. 4
weeks before lockdown (comparing average weeks)
- Hand care is driving a large share of growth as well, mostly related to hand cleansing and hand care
products
Key takeaways – The EMEA View
Since lockdown restrictions have taken place
across Europe most barber shops, beauty
salons, spas and hairdressers are forced to
close.
As a result, many consumers are more likely
to buy Beauty/grooming products to use at
home.
Effectively, both searches and clicks for this
kind of products have increased in all
countries examined (UK, FR, DE, ES, NL).
However, there are local nuances with French
and German users searching more and more
for Sun Creams whilst UK traffic surged for
Cleaning products and Spas and Spanish users
going after Cleaning and Make Up products.
Persistent advertiser opportunity across
markets with not only search volume growth
but clicks as well, which indicates a strong
commercial intent.
More advertisers can now get a bigger chance
to drive conversions by reaching the
Mainline and expanding their keyword mix in
order to drive relevant traffic to their online
stores.
Microsoft Advertising’s EMEA AAIG Contacts
THOM ARKESTAALHead of Advertiser Analytics
AKHILA SHESHADRIAnalytical Lead
Tech & Telco /Auto
PHIL JONES
Analytical Lead
Finance/Insurance
SARAH ESSA
Analytical Lead
Travel
BARRY MURRAY
Analytical Lead
Retail
DOUWE VAN DER MEER
Analytical Lead WE
LUCA IMMOVILLI
Analytical Lead IT
PETER HAUBOLD
Analytical Lead DE
THOMAS HERRY
Analytical Lead FR
ZUBAIR PATEL
Data Specialist
DARIO CUGNOData Specialist
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