Leading Beauty Retail Brands in Germany: Q3 2024 Analysis

Introduction

In the dynamic world of beauty retail, leading brands like Flaconi, Notino, and Sephora are pioneering the digital landscape in Germany. This article delves into the performance and trends of these brands from Q3 2024, highlighting their audience engagement, app and website data, and advertising strategies. Sensor Tower's comprehensive data provides unparalleled insights into cross-platform user behavior, offering a unique perspective on these brands' digital footprints.

Flaconi

Flaconi is renowned for its extensive range of beauty products, and its digital presence is robust. The brand operates through its website, flaconi.de, and the Flaconi app.

• Audience Trends: Flaconi.de experienced a peak in monthly visits in August with over 17M visits. The monthly true audience remained above 2M throughout the quarter, with a notable increase in app-only visitors by September.

• App Engagement: The app maintained a stable monthly active user base, with around 330K users.

• Ad Spend & Channels: Monthly ad spend peaked in August at over $400K, with Facebook and Instagram as dominant channels. Monthly impressions reached over 80M in August, highlighting a strong focus on social media advertising.

Notino

Notino, known for its wide selection of perfumes and cosmetics, operates through its website, notino.com, and the Notino app.

• Audience Trends: The website experienced a decrease in visits, dropping to around 4.8M by September. However, the monthly true audience saw growth, exceeding 700K by the end of the quarter.

• App Engagement: The app's monthly active users remained stable, fluctuating slightly around 120K.

• Ad Spend & Channels: Notino's monthly ad spend was consistent, focusing on Instagram and Facebook. Monthly impressions exceeded 22M in September, reflecting effective social media engagement.

Sephora

Sephora, a global leader in beauty retail, strengthens its presence through its website, sephora.com, and the Sephora app.

• Audience Trends: The website visits saw variability, with a notable increase in unique monthly visits by September, reaching over 290K.

• App Engagement: The app maintained a consistent monthly active user base, with users slightly decreasing to around 290K by September.

• Ad Spend & Channels: Sephora's monthly ad spend was highest in August, surpassing $230K, with significant impressions on Instagram. Monthly impressions reached nearly 45M in August.

Conclusion

The beauty retail sector in Germany continues to evolve, with Flaconi, Notino, and Sephora leading the charge in digital engagement and advertising. Sensor Tower's comprehensive data highlights the critical role of cross-platform strategies in capturing audience attention. By leveraging web, app, and advertising insights, these brands are setting benchmarks in the industry, showcasing the power of integrated digital marketing.

Sensor Tower remains a pivotal resource for understanding these trends, offering unmatched insights through our Web Insights, Pathmatics, and App Performance Insights products. Stay informed with Sensor Tower to navigate the ever-changing beauty retail landscape.