[SHARED] 202402 - THG Beauty_ Ramadan Insights
[SHARED] 202402 - THG Beauty_ Ramadan Insights
[SHARED] 202402 - THG Beauty_ Ramadan Insights
THG Beauty
LookFantastic
Ramadan Insights
February, 2024
1
Beauty in the
01 Middle East
Opportunity Overview
2 Proprietary + Confidential
THG Beauty | Ramadan Insights
1
Data for KSA and the UAE at fixed 2022 exchange rates. 2 CAGR calculated at constant 2022 prices. Source: Euromonitor, 2019 -2028
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THG Beauty | Ramadan Insights
+
19%
+
14%
+
15%
+
19%
+
23%
+
33%
+
22%
Source: Google Internal Data, Categories: Beauty & Personal Care, Hair Care, Make-Up & Cosmetics, Perfumes & Fragrances and Skin Care, 2023
4 Proprietary + Confidential
Ramadan
02 Opportunity
5 Proprietary + Confidential
Proprietary + Confidential
96%
of MENA consumers agree that
'Ramadan is the the most
awaited season of the year'
+8%
2023 YoY
66
61 Bn
57 Bn
Bn
48 46 56 64
Bn Bn % %
people who observe said
they would spend more
Ramadan 2023 vs. 2022
Note: Values are indexed separately to their respective maximum volume, with key focus being on seasonal movement rather than
relative volume
Source: Google Internal Data, Categories: Beauty & Personal Care, 2021 - 2023
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THG Beauty | Ramadan Insights
Source: Google Internal Data, Categories: Beauty & Personal Care, 2023
9 Proprietary + Confidential
The
03 Ramadan
of Beauty
Seasonal Insights & Trends
10 Proprietary + Confidential
THG Beauty | Ramadan Insights
1. Pre-ramadan: as consumers
started to be excited about
Ramadan, demand showed
more sustained dynamics
2. Ramadan: marked by an
initial dip in searches and
followed by a gradual
acceleration of demand
3. Eid: demand reached its
maximum during Eid Prep., 1 2 3
exhibiting a dramatic
deceleration during Eid as
consumers spent time
celebrating with their loved
ones
Source: Google Internal Data, Categories: Hair Care, Make-Up & Cosmetics, Perfumes & Fragrances and Skin Care, 2023
11 Proprietary + Confidential
THG Beauty | Ramadan Insights
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THG Beauty | Ramadan Insights
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(+225%)
Proprietary + Confidential
THG Beauty | Ramadan Insights
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THG Beauty | Ramadan Insights
Source: Insights Finder, Google Internal Data, Categories: Beauty & Personal Care, Shaving & Grooming, 2023
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THG Beauty | Ramadan Insights
2023
Develop your gifting section to
help users navigate beauty
products during Ramadan. 2022
2021
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THG Beauty | Ramadan Insights
05
In 2023, consumers were also
increasingly looking for ideas
within their beauty journey, that
are specific to the latest
Ramadan trends
+21% +45%
Beauty & Personal Care x Ramadan-specific searches
on Google Platforms
Source: Google internal data, Google Search & YouTube, Ramadan x Beauty & Personal Care Category, W-4 to W+2, KSA, AE
17 Proprietary + Confidential
How to
04 succeed
in the region?
Operational Recommendations
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THG Beauty | Ramadan Insights
Example: Sephora
Source: Google Internal Data, Categories: Beauty & Personal Care, 2023; Google Ads Transparency Center
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THG Beauty | Ramadan Insights
Search engine
Social media
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THG Beauty | Ramadan Insights
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THG Beauty | Ramadan Insights
Source: Google internal data, Google Search, KSA, AE, EG, Retail x Category, W-10 till W+2, YoY growth 2023 vs. 2022. *The price competitiveness report shows how other retailers are pricing the same products that
you sell. Above benchmark = This percentage indicates how often your products were more than 1% above the benchmark price when they were ranked against other products in shopping results | Source: Google
22 Proprietary
Merchant Center, + Confidential
1st of Jan - 11th of Feb 2024
THG Beauty | Ramadan Insights
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THG Beauty | Ramadan Insights
● Card payments are the preferred payment method. The local ● Card is the most popular payment method in the UAE but
debit scheme called Mada, comprises 47% of all card there are numerous local card schemes, such as erdirham which
transactions should be accepted
● Buy now, pay later is also growing in popularity with Tamara ● The UAE has witnessed the growing popularity of eWallets,
being the most popular provider, followed by Tabby and Spotii offering users a diverse selection of both global and local wallet
● For e-Wallets, PayPal is the leading solution used by 59% of
brands to choose from
users
● BNPL has grown significantly in this market, with Tabby and
Spotii being the most preferred
Source: 1 WorldPlay from FIS 2022 e-com payment methods- estimated share of transaction value; 2 Google Commissioned Data - Euromonitor (2023)
24 Proprietary + Confidential
Proprietary + Confidential
Thank You!
25
Proprietary + Confidential
Appendix
Skincare: Aiming for a glowing skin within a comprehensive Proprietary + Confidential
Ramadan routine
Insights:
Skincare queries ● Skincare is more and more at the center of Ramadan routine, with skincare content
(W-4 till W+2)
44M 17M
often part of a larger routine and self-preparation video
● Face masks are most associated with Ramadan or Eid-specific searches; skin whitening
YoY Growth
in Skincare +7% +20% & ASMR are still big
queries ● A new set of natural ingredients are becoming popular in the skincare routine; Curcuma
(W-4 till W+2) and licorice root
PoP Growth ● Some new brands are making it to rising searches; relatively less than in other CPG
in Skincare +12% +7% categories
queries
(W-4 till W+2)
Top Ramadan x
Top Skincare Rising Skincare
Skincare*
bath and body drunk elephant
dior eid bronzing drops
works
eid facial at home institut esthederm جربت اغلى وارخص صالون لتنظيف | تجهيزاتي واستعداداتي بالكامل للعيد
dior | البشره في مدينتي قبل العيد ✨💗 عناية بالشعر و الجسم و البشرة
غسول
eid glow mask 😲 صدموني بالمعامله
اكرتين
licorice root cream
eid special facial at ho
me ديور
skin care routıne
face mask for eid
سكينورين كينتا تجربتي مع كريم
facial at home for eid للمنطقه الحساسة
الكركم صابونة
ماسكات عيد اكتوبر كريم
غسول وجه
ماسكات للوجه في رمضان للوجة بيبانثين كريم
فازلين
عرق السوس كيفية استعمال تحضروا معي 🥰 عناية بالبشرة 🧴عناية ASMR skincare🧴تعالي اعملك
مسكات رمضان
مخازن العناية ️♀🏻💇 بالجسم و االظافر 💅 عناية بالشعر سكين كير روتين قبل النوم
للبشرة
هل مرطب الشعر يفطر في
رمضان هاي كوين الفي كاتشي
Source: Google internal data, Google Search, Images & Youtube, Top & Top
النهدي rising terms - Skincare, in SA, W-4 till W+2
تريتمنت
Skincare: Skin cleansing has become polarized Proprietary + Confidential
Cleansing
queries
6M 3M Insights:
(W-4 till W+2) ● In this category, a majority of brands that are either at the top of rising and emerging are
YoY Growth parapharmaceutical brands, with specific skin concerns to address
in Cleansing +13% +17% ● Skin and mostly face cleansing highlight 3 top brands in KSA: Bioderma, Cerave and
queries
(W-4 till W+2) Neutrogena
● Consumers seem to be categorical: Either opt for a pharmacy soap or for a natural soap
PoP Growth
in Cleansing +9% +3% preparation (African soap, Moroccan soap) or with favorite trendy ingredients (curcuma &
queries licorice root mainly)
(W-4 till W+2)
Lotion & 6M 3M
Insights:
Moisturizing ● In this category, the vast majority of searches are branded, except for few category
queries (W-4 till names (moisturizer, toner)
W+2)Growth
YoY
● Consumers often associate the brand with a specific usage or concern; special
in Lotion & +21% +31%
Moisturizing queries attention is given to the eyes skincare
(W-4 till W+2) ● On YouTube, an increasing number of local ‘storytelling’ videos in which the creator
PoP Growth shares (personal) story, while doing one’s own routine or watching someone else’s
in Lotion & +13% +8% routine. K-pop skincare & ASMR are still very present in the videos that local consumers
Moisturizing queries
(W-4 till W+2) watch. Men routine most often comes in vertical videos. Overall the music element in
the video is increasingly elevated.
to conquer
Hair care queries
(W-4 till W+2)
61M 24M Insights:
● In this category, consumers look for inspiration on Google and YouTube, with few branded
YoY Growth terms making it to the top 10: they look for guidance on style, routine, treatment and
in Hair care +2% +15% coloration. Keep in mind that search volumes are extremely large; this is the largest
queries
(W-4 till W+2) Beauty & Personal Care category during Ramadan season, and among the largest all
categories too during that time frame)
PoP Growth
in Hair care +13% +8% ● Two most prominent themes are: hair styles (and importantly, Ramadan style for adults
queries and kids) and hair coloration, with indie coloration brands showing up in the rising terms
(W-4 till W+2) ● Limited of ingredients make it to the top; the one that comes back on search and in
videos is rosemary oil
Ramadan x Hair
Care Top Hair Care Rising Hair Care
اكسسوارات شعر رمضان استشوار butterfly haircut
تساريح رمضان بلسم color lover
تسريحات رمضان تسريحات شعر color wow | 😍 درجه180 غيرت شكلي Fluffy HEATLESS curls☁️ شعري تقطع فرحت عالصالون
) 🔥😱 !! زبطو ( الجزء األول
️♀🏻💆تنظيف بشره عنايه بالشعر
تسريحات رمضان لالطفال دار االميرات greyverse
تسريحات شعر رمضان زيت اكليل الجبل types of curls
تسريحات عيد شامبو العجايب زيت
تسريحة رمضان صبغات شعر شامبو بار
حناء رمضان خفيف صبغة شعر 2023 صبغات شعر
ستايل رمضان قصات شعر 2023 قصات شعر أجمل فيديوهات رهيبة تسبيل سر تطويل الشعر ومنع التساقط 😱😱☕ حطيت قهوه في شعري
الشعر مادةVELVET مع الكوافير نهائيا
غبقات تسريحات رمضان قصات شعر قصير قصات شعر رجالي محترمة محمد نور
Source: Google internal data, Google Search, Images & Youtube -Top, Rising (>1K) - Hair care category, in SA & AE, W-4 till W+2
Fragrances: In Saudi, local scents dominate Ramadan searches Proprietary + Confidential
Ramadan x
Perfume Top Perfume Rising Perfume
اوقات دوام درعه في رمضان العربية للعود امبريال فالي
اوقات عمل ذي بيوتي سيكرتس في رم الماجد للعود بلو الفيرن
ضان
بخور رمضان درعه عساف للعطور 2023 تجهيزات رمضان
| حفلة اطالق براند الشاقي للعطور روتيني الصباحي للدراسةMorning
دوام ابراهيم القرشي في رمضان ريف عطر جورجينا !!!رأينا فيه بكل صراحة routine 7:00AM☀️💘