BRANDIVING
NEWS

Six websites cover the 84% of the total beauty traffic in Germany on a monthly basis, while just 7 unauthorized websites enter the top 20 and easycosmetic has a traffic share equivalent to the one of sephora.
In average out of the total monthly visit, around 52% are unique ones, meaning that in average a consumer visit twice a month the website. The visits in average last around 3 minutes and involve almost 4 pages, thus with an average time spent on each page of less than 50 seconds. Also bounce rate is an important parameter, the lower the better and in Germany is at 44.6%.

• douglas holds the highest traffic share at 34%, with nearly 8 million monthly visits and quite low bounce rate (39%)
• flaconi (20% traffic share) and notino (11% traffic share) also rank among the top sites, showing significant market influence.
• easycosmetic being a non-authorized retailer as a relevant traffic share, an above average time spent and page visited, therefore Brands should evaluate seriorly how to act with this ecommerce website

• notino leads in engagement with the highest number of pages per visit (4.8) and a longer visit duration (00:03:29). This reflects the effectiveness of their site design or content in holding customer attention
• douglas and flaconi also maintain decent engagement metrics, while parfumdreams has a shorter visit duration (00:02:31) and lower pages per visit (3.5), potentially indicating less customer interaction or ease of navigation

General Observations

• Easycosmetic, being not authorized for many brands, offers the highest discounts across all products, consistently outperforming the Top 5 average discounts.
• Flaconi is the top discounters among the top 4 retailers and shows also strong availability.
• Light Blue Eau de Toilette has the highest average discount (-44.1%) across retailers, with Easycosmetic reaching an extreme -57.8%.

Product-Level Insights

Retailer-Level Insights

• Flaconi: Steep discounts but slightly lower availability for certain products (e.g., Paradoxe: 73 days).
• Douglas: Balanced strategy with consistent high availability (87 days for most products).
• Notino: Moderate discounts and lower availability for some references (e.g., Devotion: 66 days).
• Parfumdreams: Significant discounting but struggles with availability (e.g., Light Blue Eau de Toilette: 51 days).
• Easycosmetic: Extreme discounting across all products with high availability.

Brands in the beauty industry need to be vigilant about who is selling their products online. Authorized retailers\' product pages are crucial for brand identity likewise unauthorized retailers can damage brand\'s reputation and harm consumers.

Brandiving offers to brands two solutions to support brands:

• Price Monitoring: a tool that automatically detect prices of selected products in authorized and unauthorized ecommerce websites in specific countries notifying the brand if any aggressive promotion is active. Discover more here
• CARS: a tool that scans daily the product pages on selected ecommerce website detecting variations in price, availability, rate and reviews, text descriptions and images, and notifying the brand for any change. Brandiving has the most extensive coverage on beauty players online in Germany: Douglas, Sephora, Notino, Flaconi, Parfumdreams, Lookfantastic, Makeup but any can be included. Discover more here