Because of the sanitary crisis, the cosmetic professionals are forced to close their sales places punctually. Many consumers have naturally turned to the Internet to continue buying their beauty products. ESV Digital, a digital marketing agency, has conducted a study to understand the online retail landscape.
This survey was conducted in March 2021. To do this, ESV Digital has crossed data from TGI Kantar Media, Kantar World Panel, FEBEA and Similarweb.
The first lesson of the study is that the share of cosmetic e-commerce has increased by 3% in France compared to the previous year. 22.5% of the French population consumed online. Two thirds of these purchases were made by women.
To shop, Internet users mainly use their smartphones.
Visits to cosmetics websites via cell phones almost doubled in March 2021, from 19 million to 35 million in the space of a year.
All this traffic is mostly generated by people who are between 18 and 35 years old (54%) . It seems that Millenials and Gen X, accustomed to new technologies, do not encounter any brakes to consume beauty online.
The most visited sites
Since the first containment, the e-commerce platforms dedicated to beauty that have had the most visits are:
• Sephora
• Nocibé
• Yves Rocher
• Marionnaud
• Onatera
Sephora is also the leader in terms of traffic on social networks. Some trends According to ESV Digital, confinement has taken its toll on makeup. With telecommuting being the order of the day, …
