BRANDIVING
NEWS

Six websites cover the 83% of the total beauty traffic in Spain on a monthly basis, while just 3 unauthorized websites enter the top 20.
In average out of the total monthly visit, around 45% are unique ones, meaning that in average a consumer visit more than wice a month the website. The visits in average last more than 3 minutes and involve more than 5 pages, thus with an average time spent on each page of around 40 seconds. Also bounce rate is an important parameter, the lower the better and in Spain is at 47.8%.

• primor and druni holds the highest traffic share together at 59%, with around 6 million monthly visits each and quite low bounce rate
• sephora, notino, arenal and douglas all together at around 24% traffic share shows the lower TS compared to other countries meaning a strong cannibalization by the first two.

• primor leads in engagement with the highest number of pages per visit (8.34) and a longer visit duration (00:05:11). This reflects the effectiveness of their site design or content in holding customer attention but that can be also the effect of the high discount activities
• druni also maintain decent engagement metrics, while almost all the others shows an higher bounce rate potentially indicating less effectiveness compared to the first two ones

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 Spain: Primor, Druni, Douglas, Sephora, Notino, Arenal, Perfumesclub, Lookfantastic, Makeup but any can be included. Discover more here