Forbes calculates the money-making power of the beauty industry at $532billion. It is an astonishing amount and a massive contribution to the global economy.
While sales are one measure of brands, another is the yearning to know more and see more from these companies. The internet is now a go-to tool for those making purchases or aspiring to own, so the net search volume by brand, by country is a significant measure of success.
Perhaps it is unsurprising that the French show up strong in the search volumes for beauty brands.
The US may top the chart with the number of searches, but the French are close behind. When you consider the relative population size, France, with a volume of 1.8million, is incredible.
The French brand Sephora also tops the chart for the brand with the highest search volume. Sephora is a multinational retailer specialising in personal care and beauty products.
As well as its private label, the company is also behind 3000 others brands of cosmetics, body, fragrance, nail colour, haircare and more. Basically, for people in love with beauty products, Sephora is like paradise. Searching their products is akin to a kid getting let loose with the most significant pick and mix in the world.
What is maybe surprising for a European company, Sephora does not dominate the continent. Yet, the same brand blasts open the market in Australia and New Zealand on the other side of the world.
They also dominate the Americas. Yet, when you are looking at Europe, Avon leads the ways across many of the countries.
Like Sephora, Avon is a massive company initially based in New York but with a strong presence in the UK. It is the fourth-largest beauty company in the world.
Of all the continents in the world to love Dior, Africa is ahead. Africa is a diverse continent with a mixed colonial past.
Therefore, influences in the 54 countries are varied and complex. It is also worth noting that the search volumes for the African continent are significantly lower than anywhere else in the world for reasons that don’t need much explaining. Avon also shows strongly in Africa, most notably South Africa, with the highest search volume by far.
While Chanel has a quiet presence worldwide, it is significant that Saudi Arabia and India both seek Chanel products. India has a population of more than 1.3 billion people, and the middle class is growing significantly.
There is a lot of buying power in this country. Equally, Saudi Arabia is an affluent country with the beginnings of a more liberal attitude to women. Therefore, these are two markets that Chanel would be pleased to show signs of popularity.
For those in beauty, the more exciting search volumes show what people are looking to buy.
Vegan and cruelty-free makeup have shown a surge in recent years, and 2020 saw a spike of interest in black-owned beauty brands.
Appreciating these interests will help a beauty brand top the search volumes in the future.