What Does It Take To Win in Cosmetics Online?

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Search ranking, image presence and other aspects helped push Urban Decay to the top of UK lipstick category e-commerce performers.

E-commerce is making and breaking beauty brands around the world. A recent analysis from Clavis found that a mix of small and large brands alike have topped key cosmetics categories in the United Kingdom, including lipstick, mascara and nail polish.

According to the report, Tom Ford is among the top lipstick and nail polish brands online precisely because it has a strong level of image presence, content integrity, availability and search ranking. These aspects have allowed Tom Ford to outperform key players such as Maybelline, Clarins and Rimmel.

Maybelline led the mascara e-commerce rankings, according to Clavis, for the same reasons.

The top five lipstick category performers in the United Kingdom were:

  1. Tom Ford
  2. Maybelline
  3. Barry M
  4. Urban Decay
  5. Shiseido

The top five mascara category performers in the United Kingdom were:

  1. Maybelline
  2. L'Oreal
  3. Dior
  4. Lancome
  5. The Balm

Clavis commented: "Smaller brands have the best chance of gaining in the mascara category, with no brand showing a clear advantage online."

The top five nail polish category performers in the United Kingdom were:

  1. Tom Ford
  2. Jessica
  3. Barry M
  4. NARS
  5. Estee Lauder

Clavis noted that premium brands led this category, though Barry M was able to break in with its outstanding performance.

The organization added, "Smaller brands were at a disadvantage in the nail polish category as they faced greater competition for top search results than premium brands, which were sold at more high-end retailers."


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