Marketers Driving Online Sales vs. In-Store Trial and Purchasing

 February 25, 2014 –NEW YORK, NY – PM Digital, a full service digital marketing firm today released its latest Trend Report: Makeup and Skincare Brands Online exploring the current state of beauty e-tail, highlighting the cross-channel influencers and encouraging beauty customers to purchase online. The report presents significant findings and figures that reveal how brands effectively cater to online shopping. U.S. Beauty sales are expected to reach $81.7 Billion by 2017 and of that, 38% is expected to be attributed to online key term searches.

Overall, the trend report spotlights that over the last 5 – 7 years, e-commerce has been and will continue to be a consistent vehicle for how consumers purchase beauty products, and attributes this to impactful online marketing campaigns searches. PM Digital found a key trend that proves how marketing is impacting the consumer and driving e-commerce sales. The study shows that Avon and Mary Kay have captured 20% of line market share of tradition web traffic over Olay, Maybelline, M.A.C. Cosmetics, COVERGIRL and Eyes, Lips, Face (e.l.f).

“Successful marketing in the beauty industry has to strike the right combination of outside-in emotional brand connection and inside-out product performance. This study revealed the dominant players that consumers have fallen in love with. Here, it’s never casual, and it’s why we’re seeing social media and content accelerating as critical connectors,” said Chris Paradysz, co-founder and chief executive officer of PM Digital.



Additional key findings are as follows:

  • Search Engines drive nearly 40% of clicks to makeup and skincare sites, with Google alone accounting for 30% of referrals to makeup and skincare sites
  • Social networks and email each make up 12% of traffic to makeup and skincare brand sites
  • The top search keywords for makeup and skincare sites fall into three categories – products, concerns, and promotion/contest/giveaway searches
  • Generic searches for makeup or skincare products usually result in Product Listing Ads for department or retail beauty stores
  • Searches for branded products often result in PLAs with links to both department stores as well as the brand’s own sites
  • Product features and reviews, how-to videos, testimonials, forums, and social media continue to be a leading factor in being a trusted perspective

Shopping for beauty products is a hands-on activity – arguably even more so than clothing or accessories. Customers have been trained to want to touch, feel, smell and try on each unique product and color to find the best fit. The nature of beauty products invokes a highly engaging shopping experience; beauty shoppers tend to proactively seek rather than reactively purchase.  However, despite selling merchandise that lends itself beautifully to in-store shopping, beauty brands are still making strides in the digital world.

The beauty study comes on the heels of a series of PM Digital announcements and other studies geared towards the customer lifecycle and how marketing plays a key role in the buying process.  For more on beauty e-commerce strategies please download the Trend Report: Makeup and Skincare Brands Onlineavailable on


About PM Digital

With its direct and digital businesses, PM Digital’s core capabilities are based in a data-driven approach to understanding, targeting, acquiring, cultivating and optimizing customer value for its clients. Through comprehensive experience in multiple media channels, including search, social, display, email, direct mail, print and insert media, as well as strategic and creative web development capabilities, the company leverages proprietary research tools and an obsessive focus on performance to help clients make the most informed marketing decisions. With a client list that’s a “Who’s Who” of nonprofit and commercial organizations, PM Digital have continued to grow their reputation as some of the industry’s most critical thinkers and leaders.

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