Data Blog by Lizeo

What are the online consumer search habits for perfume?

Lizeo, a leader in online data in the automotive industry for over 10 years, is leveraging its expertise to serve new sectors, diversifying its scope.

The perfume industry is one of the new sectors being studied by Lizeo.

Over the past few months, several studies have been conducted on consumer online searches.

Analyzing online searches allows for a better understanding of the consumer, anticipating their expectations and positioning to meet their needs from the very first phase of their search.

The goal is to identify key elements of the search (keywords, retailers, brands…) in order to adapt the online presence of brands and uncover emerging trends in the field.”

The Challenges for Players in the Perfume Industry

Identifying online consumer search habits in perfume and gaining a better understanding of the consumer.
Identifying digital touchpoints consumers encounter during their search journey.
Gaining a competitive edge in terms of SEO positioning.
Assessing spontaneous brand awareness.

The methodology for analyzing the online search journey of perfume buyers.

Lizeo conducts pre-research to understand the target market and the behavior of internet users when they are in the pre-purchase phase of their product.

Defining keywords and search queries to build a defined lexical universe.

The selection of keywords that make up the lexical universe requires a specific knowledge of perfumes and their attributes, as well as the market context (distribution module, brands, and formats). Furthermore, the universe is enriched with keywords through Google Ads and ahrefs tools. Next comes the refinement and elimination phase of inappropriate keywords that can introduce biases into the search analysis. This step concludes with the classification of keywords based on users' initial intentions in the search process.
Extraction of search volumes.

We extract search volumes for each keyword on Google, which corresponds to the average monthly searches based on a full year. The use of Google is justified by its dominance, with a representation of over 90% of the total search volume on search engines in most Western countries.
Simulation of search results by query.

This step involves retrieving Google search results data for each keyword or query at a given moment. This information will be used to estimate the number of clicks redirected to a website based on its positioning on the page, thus ranking contact points in terms of potential traffic.
Classification of contact points.

Ranking and classification of the top 100 performing sites in terms of estimated clicks in this specific universe.
Categorization of retailer websites.

For each online retail site, Lizeo conducts a detailed analysis to determine which one is the most significant and suitable for the market. This study takes into account several criteria: the type of retailer, market reach, product offering diversity, and the richness of information available on the site.

Online Perfume Search: What Do We Learn from the Collected Data?

Consumer Searches by Theme

Consumers primarily search for a brand or a product reference (Dior, Yves Saint Laurent, and Chanel lead the searches).
L’Oréal Group brands outperform those of the LVMH Group.
Retailers play a significant role in the search phase, with Sephora and Nocibé being regularly mentioned in connection with a perfume brand.
These same retailers, Sephora and Nocibé, are the main touchpoints in the consumer journey, accounting for over a quarter of the estimated traffic in the perfume universe.”

The Most Searched Brands

Insights:

Analyzing consumer searches allows us to determine the place brands hold in their minds. It also identifies the preferred distribution channels that become automatic searches for consumers. Collaborating with these distribution channels allows the brand to increase its visibility and sales, such as through featured placement on e-commerce sites.

What are the online consumer search habits for perfume?

The Challenges for Players in the Perfume Industry

The methodology for analyzing the online search journey of perfume buyers.

Defining keywords and search queries to build a defined lexical universe.

Extraction of search volumes.

Simulation of search results by query.

Classification of contact points.

Categorization of retailer websites.

Online Perfume Search: What Do We Learn from the Collected Data?

Consumer Searches by Theme

The Most Searched Brands

Do you want to understand and learn more about the online buying journey of your customers when they are searching for a perfume?

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