Beauty product trends United Kingdom, France, Germany, Spain, Netherlands and Italy

As of April 11, 2020 Hypothesis

Since lockdown restrictions have taken place – most shops, beauty salons, spas and are forced to close. As a result, many consumers may buy beauty/grooming products to use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want to look presentable in. United Kingdom ‘Beauty products’ searches growing in the UK in the final week with 200% year over year (YoY) growth for searches and 148% year over year for clicks 200% YoY on last week Indexed Searches Overall 23% YoY

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr 2019 2020 148% YoY Indexed Clicks on last Overall 37% YoY week

Source: Microsoft Internal Data, United Kingdom, All Devices ‘ clipper’ growing the most post lockdown Hair Clipper week over week (WoW): 4% and 112% YoY from week 12 to week 15

Indexed Searches Category Query sample Cleaning Soap, hand sanitiser

Body Care Facial Care Blackheads, toner Cleaning Trimmer Nose hair trimmer, Dental Care trimmer Facial Care hair dryer, hair dye Hair Care Spa & Wellness Face mask, salts Hair Clipper Nail Care Nail polish remover, cuticle oil Body Care Cocoa butter, rose water Intimate Makeup Dental Care Toothbrush, electric toothbrush Nail Care Hair Clipper Hair clippers men, hair clippers

Perfume & Aftershave Hair Removal , veet Shavers Suncream Spf, spray tan Spa & Wellness Sun Cream Intimate Condoms, lube Trimmer Makeup Foundation, urban decay

Perfumes & Aftershave Perfume, fragrance

Shaver Philips shavers, shavers

Source: Microsoft Internal Data, United Kingdom, All Device There is significant query growth week over week (WoW) for queries in various categories and not just only one Indexed searches

Category Driver Top Query WoW*

Hair clipper Hair clippers {brand} +15% hair clippers

Nail care Cuticle Cuticle oil +162%

Perfumes & {brand} {brand} +1300% Aftershaves 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

chanel coco cuticle hair clipper hair colour hair dye hair

Source: Microsoft Internal Data, United Kingdom, All Device *Considering Week 14Th and 15th Trends for clicks and searches remain stable for most categories

Category QueryPhrase WoW CTR WoW CPC

Perfumes & Aftershave {brand} 600.00% 644.44%

Makeup curler 320.63% 525.71%

Shavers hair shaver 280.47% 8.57%

Hair care cordless hair dryer 277.45% -74.81%

Dental care kids electric toothbrush 257.14% 222.73%

Facial care lip scrub 242.57% 32.80%

Sun cream boots sun cream 197.14% 38.89%

Body care anti aging cream 170.63% 90.97%

Trimmer eyebrow trimmer 151.39% 42.03%

Hair clipper best cordless hair clippers 139.49% 220.16%

Hair removal hair remover 121.10% 44.98%

Spa & Wellness lavendar essential oil 109.74% -7.18%

Cleaning hand sanitiser 109.35% 23.31%

Intimate lube 26.29% 4.78%

Nail care nail care 25.83% 18.32%

Source: Microsoft Internal Data, United Kingdom, All Device *Considering Week 14Th and 15th ‘Hair clipper’ has gone from having little to no share to 24% search share in week 15 Total searches split by the different categories

4% 3% 9% 5% 9% 18% 18% 18% 21% 25% 26% 16% 24% 30% 40% 33% 23% 29% 11% 12% 7% 27% 6% 7% 13% 7% 6% 7% 29% 29% 6% 24% 6% 5% 9% 7% 17% 9% 3% 4% 16% 16% 17% 14% 2% 24% 4% 10% 15% 14% 15% 13% 4% 7% 3% 3% 10% 2% 9% 8% 9% 4% 9% 10% 7% 5% 5% 4% 4% 7% 8% 5% 3% 2% 50% 2% 4% 3% 47% 2% 7% 6% 6% 4% 4% 3% 4% 4% 37% 5% 36% 26% 16% 24% 23% 16% 16% 12% 18% 14% 17%

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

Body Care Cleaning Dental Care Facial Care Hair Care Hair Clipper Hair Removal Intimate Makeup Nail Care Perfume & Aftershave Shavers Spa & Wellness Sun Cream Trimmer

Source: Microsoft Internal Data, United Kingdom, All Device Top 5 year over year volume searches by category

Body Cleaning Dental care Hair Hair Intimate Makeup Nail care Perfume Shavers Spa & Sun Trimmer care care care clipper removal Wellness Cream

Best anti Dyson hair Hair clippers Laser hair Nail polish {brand} Nose hair aging cream soap2day toothbrush blackheads dryer men removal condoms foundation remover Perfume shop Face masks spf trimmer

Electric No hair Fragrance {brand} Eyebrow Bb cream Hand sanitiser toothbrush {brand} Hair dryer Hair clippers removal lube Urban decay Cuticle oil direct shavers Face mask Spray tan trimmer {brand} Acetone nail electric Blackhead Mens hair {brand} Mac polish {brand} Face masks Nose Cocoa butter soap toothbrush removal Hair dye clippers Hair removal lube cosmetics remover perfume shavers uk Sun cream trimmer Crest Hand sanitiser whitening Wahl hair Flawless hair {brand} Gel nail polish Electric {brand} Electric nose Rose water uk strips Sponge clippers remover Pre seed lube palette remover fragrance shaver salts sunscreen trimmer Anti aging Best electric Hair trimmers Ultrasun Best nose cream Carbolic soap toothbrush toner serum men Bikini wax Best condoms cosmetics Nail care perfumes blades Essential oils suncream hair trimmer Top 5 % volume searches by category

Body Cleaning Dental Facial Hair care Hair Hair Intimate Makeup Nail care Perfume Shavers Spa & Sun Trimmer care care care clipper removal Wellness Cream

Best anti {brand} Blackhead Nutrisse hair Hair clippers {brand} {brand} {brand} Cuticle {brand} Disposable {brand} Nose hair aging cream Hand sanitiser mouthwash extraction colour men hair removal lube cosmetics remover fragrances razor blades face masks sun cream trimmer Hydrogen Semi Best Acetone nail {brand} peroxide permanent Electric hair foundation polish {brand} {brand} Best face Eyebrow Body oil soap mouthwash {brand} hair dye clippers Hair remover Lube makeup remover aftershave razors masks spf trimmer {brand} Best anti {brand} Purple hair {brand} hair removal Nail polish {brand} Electric Homemade Best nose aging creams Hand soap mouthwash Lip balms dye hair clippers cream Condoms bronzer remover perfume razors men face masks Sunscreen hair trimmer Superdrug {brand} Kids electric {brand} {brand} Best hair {brand} {brand} perfume Best electric Nose cream Simple soap toothbrush cleanser hair dye clippers hair removal Best condoms eye shadow Cuticle oil offers shavers Face masks Sun cream trimmer {brand} toothbrush Best Hair dye {brand} Hair removal Small Gel nail polish {brand} {brand} Electric nose Cocoa butter soap2day head moisturiser colours hair clippers laser condoms contour remover aftershave Shavers men Face mask sun cream trimmer Source: Microsoft Internal Data, United Kingdom, From Week 10th until Week 15th Hypothesis testing and conclusion

Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are forced to close. As a result, many consumers may buy Beauty/grooming products to use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want to look presentable in.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place, search volume and clicks have grown significantly.

- There has been a 200% increase in searches YoY for week 15 and 148% increase in clicks YoY. - Several categories feed into this growth but ‘Hair clipper’ has been the driving force in this growth with 112% YoY search growth. - Taking a deeper look, we see that categories like ‘Nail care’ and ‘Perfumes & Aftershave’ also have queries which have significant growth which feed into the overall YoY growth. France ‘Beauty products’ searches growing in France in the final week with 170% year over year growth for searches and 216% year over year for clicks

170% YoY on last week Indexed Searches Overall 16% YoY

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

2019 2020 216% YoY Indexed Clicks on last Overall 29% YoY week

Source: Microsoft Internal Data, France, All Devices ‘Solar cream’ and ‘Hair care’ growing the most post lockdown solar cream week over week: 164% Hair care week over week: 12%

Indexed Searches Category Query sample Solar Cream Solar Cream Autobronzant, autobronzant Facial Care bio Trimmer Facial Care Anti cerne, time filler Hair Care Trimmer tondeuse, tondeuse Manicure & Pedicure Hair Care Coloration, shampoing solide

Men Care Manicure & Pedicure Faux ongles, dissolvant Body Care Men Care Rasage, blaireau rasage Dental Care Body Care Dexeryl, epitact Hair Clipper Hair Removal Dental Care brossette interdentaire Hairdressing Hair Clipper One blade

Intimate Hair Removal Cire epilation, epilateur Makeup electrique Perfumes & Aftershaves Hairdressing Brossette, brosse cheveux

Shaver Intimate Preservatif, lubrifiant

Makeup Eyeliner, pinceau blush

Perfumes & Aftershave Fragrance, blue chanel

Shaver Rasoir electrique, rasoir

Source: Microsoft Internal Data, France, All Device * There is significant query growth week over week for queries in various categories and not just only one Indexed Searches

Category Driver Top Query WoW*

Hair removal Epilateur Epilateur +56% electrique electrique

Hair clipper One blade One blade +44%

Solar cream autobronzant autobronzant +85%

15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

autobronzant cire epilation epilateur electrique one blade tondeuse philips

Source: Microsoft Internal Data, France, All Device *Considering Week 14Th and 15th Trends opportunities appears for queries with both growing click through rate and declining cost per click

Category QueryPhrase WoW CTR WoW CPC

Solar Cream meilleur autobronzant 385.37% 391.70%

Body Care crème pieds 296.42% 64.65%

Hair Clipper rasoir one blade 102.32% -42.75%

Perfumes & Aftershaves brands 75.00% -20.41%

Dental Care brossette interdentaire 59.60% -13.44%

Trimmer tondeuse philips 51.40% -10.60%

Hair Removal cire epilation maison 44.49% -13.00%

Manicure & Pedicure soin pieds 32.06% -41.13%

Hair Care coloration cheveux blancs 24.35% -0.36%

Facial Care crème anti cerne 15.66% -51.00%

Makeup eyeliner 14.16% -7.40%

Intimate preservatifs 10.60% -4.00%

Hairdressing brosse nettoyante visage 9.95% -22.67%

Shaver peigne rasoir 8.30% 8.60%

Source: Microsoft Internal Data, France, All Device *Considering Week 14Th and 15th ‘Hair care’ has grown the most over time whereas other categories do not show much trend

Total searches split by the different categories

8% 9% 7% 8% 6% 11% 10% 11% 9% 10% 9% 7% 7% 7% 6% 5% 4% 8% 3% 9% 10% 10% 10% 7% 8% 3% 10% 9%

8% 8% 10% 8% 9% 8% 8% 11% 11% 8% 8% 13% 3% 10% 12% 12% 5% 5% 11% 11% 10% 12% 14% 14% 13% 8% 15% 7% 8% 14% 6% 12% 5% 7% 7% 8% 8% 6% 6% 7% 10% 7% 16% 16% 15% 16% 13% 18% 18% 15% 15% 37% 39% 43% 15% 32%

33% 33% 31% 27% 27% 27% 23% 25% 25% 25% 12% 14% 13% 11%

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

Body Care Dental Care Facial Care Hair Care Hair Clipper Hair Removal Hairdressing Intimate Makeup Manicure & Pedicure Men Care Perfumes & Aftershaves Shaver Solar Cream Trimmer

Source: Microsoft Internal Data, France, , All Device Top 5 year over year volume searches by category

Solar Facial Trimmer Hair care Manicure Men Body Dental Hair Hair Hair Intimate Makeup Perfume Shaver cream care & Pedicure care care care clipper removal Dressing

Tondeuse Shampoing Creme Epilateur Rasoir autobronzant Anti cerne nez solide Faux ongles Apres rasage {brand} dentifrice {brand} lumiere pulsee brossette preservatif mascara fragrance electrique Rasoir {brand} Masque Tondeuse Coloration Brossettes {brand} Epilation Rasoir autobronzant charbon {brand} cheveux dissolvant Rasage {brand} interdentaires maillot Brosse lissante lubrifiant gloss {brand} {brand} {brand} Brosse autobronzant Tondeuse Rasage Gommage Epilateur nettoyante Rasoir avis Anti cernes cheveux coloration Soin pieds classique corps Jet dentaire Rasoir electrique visage preservatifs eyeliner parfum {brand} Meilleur Tondeuse Coloration Soin visage Brossettes Creme Brosse Peigne autobronzant Time filler corps vegetale Soin mains homme savon {brand} visage corps depilatoire cheveux lubrifiants Faux cils {brand} rasoir Brossettes gum Autobronzant Creme anti Tondeuse Teinture Dissolvant Rasage {brand} {brand} Brosse lissante Miroir Rasoirs bio cerne barbe cheveux acetone traditionnel Gel douche Cire epilation {brand} lube grossissant parfums {brand} Top 5 % volume searches by category

Solar Facial Trimmer Hair care Manicure Men Body Dental Hair Hair Hair Intimate Makeup Perfume Shaver cream care & Pedicure care care care clipper removal Dressing Brosse Peigne Autobronzant Masque Tondeuse Coloration Soin visage {brand} Brosette Cire epilation nettoyante rasoir naturel charbon nez cheveux blancs Soin pieds homme {brand} {brand} maison visage preservatifs gloss {brand} cheveux Tondeuse Coloration Rasoir Creme Creme anti {brand} naturelle Creme Brossette {brand} depilatoire Brosse Pinceau Peigne autobronzant cerne cheveux Soin mains Apres rasage pieds interdentaire visage cheveux lubrifiant maquillage parfums rasoir Brossette Rasoir Rasoir Autobronzant Tondeuse Teinture interdentaires {brand} electrique{ bio Anti cerne cheveux cheveux dissolvant Rasage erborian Cire epilation Brosse lissante preservatif eyeliner parfum brand} Brossettes Meilleur Tondeuse Coloration Rasage {brand} Creme Rasoir autobronzant Anti cernes corps blonde fonce Faux ongles traditionnel {brand} {brand} depilatoire brossette lubrifiants mascara fragrance electrique Tondeuse Brosettes Brosse lissante Rasoir Oenobiol Anti cerne {brand} Coloration Capsules faux Rasage {brand} {brand} {brand} Epilateur {brand} {brand} autobronzant efficace blonde ongles classique visage corps electrique lube Faux cils {brand} Source: Internal Data ,O&O Search Data, From Week 10th until Week 15th Hypothesis testing and conclusion

Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are forced to close. As a result, many consumers may buy Beauty/grooming products to use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want to look presentable in.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place, search volume and clicks have grown significantly.

- There has been a 170% increase in searches YoY for week 15 and 216% increase in clicks YoY. - Several categories feed into this growth but ‘Solar cream’ has been the driving force in this growth with 164% WoW search growth. - Taking a deeper look, we see that categories like ‘Hair clipper’ and ‘Hair removal’ also have queries which have significant growth which feed into the overall YoY growth. - Opportunities appears for queries with both growing CTR and declining CPC Germany ‘Beauty products’ searches growing in Germany in early April with 110% year over year growth for searches and 116% year over year for clicks 110% YoY on last week Indexed Searches Overall 34% YoY

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr Indexed Clicks 2019 2020 116% YoY Overall 56% YoY on last week

Source: Microsoft Internal Data, Germany, All Devices ‘Facial Care’ and ‘Trimmer‘ are growing, ‘Suncream’ in seasonal demand Suncream year over year: 97% and 130% year over year from week 12 to week 15 Indexed Searches Category Query sample Cleaning Duschgel, seife kaufen

Body care Facial Care Serum, wimpernserum Cleaning Trimmer Langhaarschneider, bart Cosmetics trimmen Dental care Hair Care Shampoo, festes shampoo

Facial care Spa & Wellness Bod badezusatz, badekugeln Hair care Nail Care Nagellack, essie nagellack Makeup Body Care Anti aging, handcreme Nail care Dental Care Zahnpasta. Fluorid zahnpasta Perfumes & Aftershaves Shavers & Cosmetics Kosmetik, naturkosmetic

Spa & Wellness Suncream Sonnencreme, sonnencreme Sun cream Makeup Make up, foundation Trimmer Perfumes & Aftershave Parfumo, parfum

Shavers & Shaving Braun rasierer, rasierer

Source: Microsoft Internal Data, Germany, All Device * Most tokens are starting to decline in recent weeks however queries related to ‘eyebrow colours’ are increasing Indexed Searches

Category Driver Top Query WoW*

Make up Augenbrauenfarbe Syoss +82% augenbrauenfarbe

augenbrauenfarbe haarkur haarmaske handcreme

Source: Microsoft Internal Data, Germany, All Device *Considering Week 14Th and 15th Trending queries show growing click throug rate (CTR) while for most cost per click (CPCs) are declining

Category Query WoW CTR WoW CPC

Cleaning duschgel 1138.12% -13.59%

Cosmetics lombagine kosmetik 1138.10% 85.93%

Perfumes & Aftershave perfume 461.34% -10.17%

Makeup augenbrauenfarbe 367.85% -20.42%

Hair care haarkur selber machen 347.06% 218.44%

Sun cream sonnencreme 307.42% -2.58%

Trimmer nasenhaartrimmer 115.87% -14.55%

Nail care uv nagellack 95.59% -61.42%

Shavers & Shaving brand 66.07% -8.28%

Dental care zahnpasta ohne fluorid 30.71% 16.67%

Body care handcreme 19.82% -21.94%

Facial care gesichtsmasken gegen viren 3.53% -33.98%

Source: Microsoft Internal Data, Germany, All Device *Considering Week 14Th and 15th ‘Facial care’ has increased in search share significantly post lockdown

Total searches split by the different categories

7% 8% 7% 6% 8% 6% 11% 9% 10% 9% 9% 5% 5% 6%

29% 38% 35% 38% 41% 39% 41% 42% 33% 41% 39% 42% 43% 42%

6% 4% 9% 6% 11% 13% 7% 4% 11% 13% 13% 10% 6% 12% 12% 13% 10% 6% 5% 6% 7% 8% 7% 6% 31% 6% 6% 6% 17% 7% 13% 26% 8% 14% 4% 6% 6% 6% 7% 5% 6% 5%

21% 22% 21% 23% 21% 21% 21% 18% 19% 20% 21% 21% 17% 15%

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr

Body care Cleaning Cosmetics Dental care Facial care Hair care Makeup Nail care Perfumes & Aftershaves Shavers & Shaving Spa & Wellness Sun cream Trimmer

Source: Microsoft Internal Data, Germany, All Device Top 5 volume searches by category

Body care Cleaning Dental Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa & Sun Cream Trimmer care Wellness

Zahnpasta Gesichtsmasken {brand} {brand} handcreme duschgel ohne fluorid selber machen shampoo kosmetik Make up nagellack parfumdreams rasierer badezusatz sonnencreme langhaarschneider

Duschgel Fluorid {brand} {brand} {brand} Sonnencreme Anti aging selber machen zahnpasta gesichtsmasken Festes shampoo cosmetics foundation nagellack parfumo rasierer badekugeln testsieger 2019 haartrimmer {brand} Zahncreme Gesichtsmasken Permanent {brand} Sonnencreme handcreme shower gel ohne fluorid gegen viren naturkosmetik make up nagellack parfum rasierer Sauna aufguss mineralisch nasenhaartrimmer

Feste trockenshampo {brand} wimpernliftin Badezusatz {brand} hautpflege Seife kaufen zahnpasta serum o kosmetics g nagelfeile Das parfum {brand} selber machen sonnencreme Bart trimmen Zahnpasta {brand} {brand} ohne {brand} {brand} Kneipp {brand} bodylotion duschgel titandioxid wimpernserum conditioner naturkosmetik mascara Gel nagellack parfum {brand} saunaaufguss sonnencreme augenbrauentrimmer Top 5 % year over year volume searches by category

Body Cleaning Dental Facial care Hair care Cosmetics Makeup Nail care Perfume Shavers Spa & Sun Trimmer care care Wellness Cream

{brand} Fluorid Haarmaske Naturkosmetik Magnetische {brand} Sonnencreme handcreme Kernseife kaufen zahnpasta Gesichtsmasken selber machen muenchen wimpern nagellackentferner parfum Test rasierer badekugeln test haartrimmer

{brand} Zahnpasta Gesichtsmasken {brand} {brand} {brand} Braun langhaarscheneide handcreme Seife kaufen ohne fluorid selber machen shampoo kosmetik Magnet wimpern nagelfeile parfum elektrorasierer Sauna aufguss Sonnencreme r Zahnpasta {brand} ohne Fester {brand} {brand} Gilette Kneipp {brand} handcreme duschgel mikroplastik gesichwasser conditioner kosmetic lidschatten Uv nagellack parfum rasierklingen saunaaugfuss sonnencreme nasenhaartrimmer

{brand} Elmex Trockenshampo {brand} Lidschatten {brand} Badezusatz Baby handcreme duschschaum zahnpasta augenpflege o machen kosmetik palette {brand} nagellack parfum rasierschaum selber machen sonnencreme Bart trimmen {brand} {brand} Feste {brand} Vegane parfum {brand} bodylotion {brand} duschgel zahnpasta Vitamin c serum shampoo kosmetik augenbrauenfarbe nagellack herren rasierpinsel Bod badezusatz sonnencreme Nasentrimmer Source: Microsoft Internal Data, Germany, From Week 10th until Week 15th Hyphotesis testing and conclusion

Hypothesis : Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are forced to close. As a result, many consumers may buy Beauty/grooming products to use at home. Many people may still want to look sharp as a lot of them not only participate in video/web conferences but also have a desire to still look presentable in front of their families.

Conclusion : The hypothesis is confirmed. Since lockdown restrictions have taken place, search volume and clicks have grown significantly.

- There has been a 110% increase in searches YoY for week 15 and 116% increase in clicks YoY. - Several categories feed into this growth but ‘Suncream’ has been the seasonally driving force in this growth with 130% YoY search growth considering week 12 to week 15. Spain Searches and clicks skyrocketed as approaching the lockdown searches are slowing down but clicks are still growing showing strong commercial intent

Indexed Searches

2019 2020

05 Jan-11 Jan 12 Jan-18 Jan 19 Jan-25 Jan 26 Jan-01 Feb 02 Feb-08 Feb 09 Feb-15 Feb 16 Feb-22 Feb 23 Feb-29 Feb 01 Mar-07 Mar08 Mar-14 Mar15 Mar-21 Mar22 Mar-28 Mar29 Mar-04 Apr 05 Apr-11 Apr

2 3 4 5 6 7 8 9 10 11 12 13 14 15 Indexed Clicks

Source: Microsoft Advertising Internal Data, All Device Uplift mainly driven by facial care as per the last weeks The remaining categories experienced a slow down during the recent weeks but remained stable.

Indexed searches

Body care Cleaning Dental care Facial care Hair care Intimate Makeup Category Query sample Body care desodorante, loción Hair care serum, champú

Cleaning desinfectante, jabón Week over week 15th Intimate lubricante, +36% condón Dental care pasta dentífrica, cepillo dental Makeup eyeliner, cosmetic 05 Jan- 12 Jan- 19 Jan- 26 Jan- 02 Feb- 09 Feb- 16 Feb- 23 Feb- 01 Mar- 08 Mar- 15 Mar- 22 Mar- 29 Mar- 05 Apr- 11 Jan 18 Jan 25 Jan 01 Feb 08 Feb 15 Feb 22 Feb 29 Feb 07 Mar 14 Mar 21 Mar 28 Mar 04 Apr 11 Apr Facial care crema antiarrugas, 2 3 4 5 6 7 8 9 10 11 12 13 14 15 hidratante

Source: Microsoft Advertising Internal Data, All Device The recent category growth was driven by a specific product Furthermore, peculiar items are also growing in few other categories

Indexed searches

crema antiarrugas Category Driver Top Query WoW*

Facial Care crema crema +76% antiarruga antiarrugas s

Makeup eyeliner eyeliner +16%

eyeliner Hair care serum serum +35% serum

15 Mar-21 Mar 22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr

12 13 14 15

Source: Microsoft Advertising Internal Data, All Device *Considering Week 14Th and 15th Changing preferences and search patterns

Total searches split by the different categories

Body care Cleaning Dental care Facial care Hair care Intimate Makeup Spa & Wellness

16.95% 25.14%

44.89% 0.89% 50.33% 49.09% 54.17% 46.48% Cleaning has decreased its 60.16% 1.04% 62.81% 65.49% 70.55% share of volume since the 82.37% 83.02% 81.40% 85.77% beginning of the lockdown. 39.76% On the other hand, makeup 10.14% 10.72% 77.59% 4.29% has risen quite significantly 4.18% 10.81% over time. 20.11% 15.34% 34.09% 25.13% 30.68% 36.38% 26.82% 23.91% 3.41% 0.00% 10.49% 0.00% 13.52% 0.00% 0.00% 6.59% 5.23% 0.00% 0.00% 0.00% 0.00% 01 Jan-04 05 Jan-11 12 Jan-18 19 Jan-25 26 Jan-01 02 Feb-08 09 Feb-15 16 Feb-22 23 Feb-2901 Mar-0708 Mar-1415 Mar-2122 Mar-2829 Mar-0405 Apr-11 Jan Jan Jan Jan Feb Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Source: Microsoft Advertising Internal Data, All Device Hypothesis Test Conclusions

• In Spain, the hypothesis proved partially correct with body care increasing immediately after the lockdown but slowing down as per the recent weeks and facial care experiencing a more gradual growth

• With people confined indoors we are seeing a spike in searches for crema antiarrugas. Despite the other categories are on a small downward trend, we are still seeing consumer interest increasing around specific products: eyeliner, serum. The Netherlands Covid-19 and lockdown specifically drove growth for hair and hands related products

Search volume during lockdown* Category growth versus Category growth versus by category pre-lockdown* last year*

Trimming & Shaving 176% 201%

Perfumes -5% -9%

Hands & Feet Care -20% 227%

Make Up 13% 14%

Hair Care 102% 136%

Dental care -24% -11%

Slimming 14% 4%

Facial Care 12% 51%

*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth, same weeks last year taken for year-on-year comparison Source: Microsoft Internal, The Netherlands, Trimming & Shaving and Hair Care related queries see increases up to 46x 2019 volumes

Search volume absolute growth versus last year % growth versus last year (by search query, top 20) (by search query, top 20)

tondeuse (Trimming & Shaving) 1655% kappersschaar (Hair care) 4610% tondeuse kopen (Trimming & Shaving) 2847% handgel (Hands & Feet Care) 2333% [brand] tondeuse (Trimming & Shaving) 917% kappersbenodigdheden (Hair care) 371% haartrimmer (Trimming & Shaving) 2043% [brand] tondeuse (Trimming & Shaving) 4000% haarverf (Hair care) 332% handcreme (Hands & Feet Care) 364% handzeep (Hands & Feet Care) 740% handgel kopen (Hands & Feet Care) Was 0 in 2019 tondeuses (Trimming & Shaving) 1450% makeup (Make-Up) 85% tondeuse [brand] (Trimming & Shaving) 1080% weegschaal (Slimming) 28% baardtrimmer (Trimming & Shaving) 127% tondeuse [brand] (Trimming & Shaving) 1533% pedicureset (Hands & Feet Care) 400% scheerapparaat (Trimming & Shaving) 42%

*Lockdown period NL covering the period 15 Mar - 18 Apr 2020 in this slide, pre-lockdown is 4 weeks covering 16 Feb - 14 Mar 2020, average weekly volume taken to understand growth, same weeks last year taken for year-on-year comparison Source: Microsoft Internal, The Netherlands Hypothesis testing and conclusion

Hypothesis: Since lockdown restrictions have taken place – most barber shops, beauty salons, spas and hairdressers are forced to close. As a result, many consumers may buy beauty and grooming products for use at home.

There may still be a need to look sharp as a lot of consumers still have video/web calls which they would want to look presentable in.

Conclusion: The hypothesis is partly confirmed as not all categories see similar growth spikes

- All-up hair related categories see 102% - 176% increase in searches compared during lockdown vs. 4 weeks before lockdown (comparing average weeks) - Hand care is driving a large share of growth as well, mostly related to hand cleansing and hand care products Italy IT: Searches grew as approaching the lockdown clicks rose sharply after the lockdown showing strong commercial intent

Indexed Searches Wow 17th +11%

2019 2020

01 Jan-04 05 Jan-11 12 Jan-18 19 Jan-25 26 Jan-01 02 Feb-08 09 Feb-15 16 Feb-22 23 Feb-29 01 Mar-07 08 Mar-14 15 Mar-21 22 Mar-28 29 Mar-04 05 Apr-11 12 Apr-18 19 Apr-25 Jan Jan Jan Jan Feb Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr Apr Apr

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Indexed Clicks Wow 17th +19%

Source: Microsoft Advertising Internal Data, All Device IT: Uplift mainly driven by hair clipper after the lockdown However, other categories are contributing the most to the rise as per the recent weeks Category Query sample Indexed Searches Body care Crema anticellulite

Hair Clipper Sun Cream WoW 17th +11% Cleaning sapone

Dental care colluttorio

Facial care scrub

01 Mar-07 Mar 08 Mar-14 Mar 15 Mar-21 Mar 22 Mar-28 Mar 29 Mar-04 Apr 05 Apr-11 Apr 12 Apr-18 Apr 19 Apr-25 Apr Hair care shampoo 10 11 12 13 14 15 16 17

Hair clipper tagliacapelli Hair removal ceretta Spa & Wellness: Wow 17th +24% Makeup rossetto Makeup: Wow 17th +15% Dental Care: Shavers rasoio WoW 17th +46% Spa & Wellness maschera viso

Source: Microsoft Advertising Internal Data, All Device IT: The uptick in hair clipper was driven by a generic product Furthermore, specific items are growing in other categories during the recent weeks.

Indexed Searches

Category Driver Top Query WoW* tagliacapelli

Dental care colluttorio listerine +62% colluttorio Makeup makeup pupa make +38% 01 Mar-07 08 Mar-14 15 Mar-21 22 Mar-28 29 Mar-04 05 Apr-11 12 Apr-18 19 Apr-25 up Mar Mar Mar Mar Apr Apr Apr Apr

10 11 12 13 14 15 16 17 Makeup urban urban decay +54% decay collutorio Makeup palette palette +43% makeup ombretti maschera viso

palette Spa & Wellness maschera Maschera +26% viso viso urban decay

Source: Microsoft Advertising Internal Data, All Device *Considering Week 16Th and 17th IT: Several queries seeing continuous weekly click growth with CPCs dropping significantly in some cases due to lack of competition

Category Query WoW CTR WoW CPC Perfume & Aftershaves bulgari profumo donna 550.00% -14.76% Facial care scrub corpo 265.78% -23.75% Facial care crema antirughe efficace 247.37% -21.88% Hair removal veet ceretta 227.27% -0.25% Makeup rossetto supermercati 176.00% -30.21% Hair care restivoil shampoo 174.92% -11.23%

Perfume & Aftershaves tom ford profumo 142.86% -78.57% Makeup eyeliner 126.71% -44.24% Body care crema anticellulite 126.00% -77.36% Facial care scrub viso 111.11% -71.49% Makeup make up online 110.00% -58.56% Spa & Wellness maschera viso 100.21% -3.27% Makeup gloss 81.48% -30.63% Makeup lci cosmetics 78.31% -6.52% Makeup urban decay 60.80% -7.49% Makeup kiko cosmetics 58.95% -6.85% Makeup the ordinary cosmetici 50.50% -1.92% Cleaning dispenser sapone 46.69% -23.04% Body care crema anticellulite somatoline 45.45% -23.85% Hair care shampoo colorante capelli bianchi 33.91% -70.91% Makeup molino rossetto 32.25% -34.34% Makeup sisley cosmetici 31.97% -19.89% Makeup filorga contorno occhi 20.63% -41.40% Hair Clipper tagliacapelli babyliss 15.56% -18.21% Makeup contorno occhi shiseido 12.50% -27.79%

Source: Microsoft Advertising Internal data, All Device *Considering Week 14 and 15 IT: Changing Preferences and Search Patterns

Total searches split by the different categories

Body care Cleaning Dental care Facial care Hair care Hair Clipper Hair removal Makeup Nail Care Shavers Spa & Wellness Sun Cream

36.36% 35.92% 34.42% 34.45% 35.97% Hair clipper has increased its 49.59% 48.14% 45.64% 47.66% 42.82% 41.30% 49.40% 55.32% 54.32% 53.56% 52.91% share of volume since the beginning of the lockdown. The 4.30% 7.03% 11.01% 13.39% 12.97% 0.64% 1.07% 2.48% 0.32% 0.45% trend might continue if barber 0.41% 0.46% 0.57% 0.70% 0.33% 13.51% 21.74% 19.25% 0.26% 14.52% 17.50% 21.30% 21.00% 17.04% 14.87% shops/hairdressers will remain 14.66% 15.77% 13.11% 14.38% 13.59% 13.38% 13.03% close.

28.33% 25.07% 25.41% 24.77% 25.63% 22.57% 20.20% 20.98% 21.48% 20.88% 20.29% 21.72% 23.31% 21.55% 24.82% 24.59%

05 Jan- 12 Jan- 19 Jan- 26 Jan- 02 Feb- 09 Feb- 16 Feb- 23 Feb- 01 Mar- 08 Mar- 15 Mar- 22 Mar- 29 Mar- 05 Apr- 12 Apr- 19 Apr- 11 Jan 18 Jan 25 Jan 01 Feb 08 Feb 15 Feb 22 Feb 29 Feb 07 Mar 14 Mar 21 Mar 28 Mar 04 Apr 11 Apr 18 Apr 25 Apr

2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Source: Microsoft Advertising Internal Data, All Device IT: Top 5 YoY Volume Searches by Category Perfume Body care Dental Facial Hair care Hair Makeup Shavers Spa & care care clipper Wellness one million parodontax crema tinta per rasoi elettrici maschera profumo bagnoschiuma dentifricio idratante capelli tagliacapelli ici cosmetics philips viso crema crema profumo di anticellulite meridol idratante tagliacapelli lamette maschera donna somatoline colluttorio corpo serum braun milk makeup gilette viso fai da te dentifricio casa del sensodyne shampoo tagliacapelli palette bioliftan profumo cura del corpo repair cleanser colorante babyliss ombretti rasoio philps maschra viso crema maschera dentifricio antirughe shampoo per rossetto rasoio viso acido profumo web bb crema bio elmex efficace capelli grassi chanel panasonic ialuronico migliore maschera gucci deodorante crema maschera per nabla viso miele e profumo naturale antirughe capelli cosmetics rasoi philips bicarbonato IT: Top 5 Volume Searches by Category

Perfume Body care Dental Facial Hair care Hair Makeup Shavers Spa & care care clipper Wellness listerine nabla maschera profumo bb cream colluttorio scrub shampoo tagliacapelli cosmetics rasoio philips viso fai da te casa del crema meridol shampoo tagliacapelli maschera profumo anticellulite colluttorio peeling colorante braun rossetto rasoi philps viso maschera parodontax scrub corpo tinta per tagliacapelli lamette viso profumo web bagnoschiuma dentifricio fai da te capelli babyliss urban decay gillette bicarbonato narciso rodriguez maschera profumo marche di dentifricio nizoral rossetto rasoi elettrici viso acido prezzi deodoranti elmex scrub corpo shampoo supermercati philips ialuronico maschera alien bb cream dentifricio nabla rasoio viso miele e profumo garnier marvis scrub viso serum cosmetics panasonic bicarbonato

Source: Microsoft Advertising Internal data ,All Device, Week 17th CONCLUSION :

The hypothesis is confirmed. Since lockdown restrictions have taken place, search volume and clicks have grown significantly.

- ‘Hair clipper’ has been the seasonally driving force in this growth with search growth and clicks bigger than 100% YoY considering the full timeline.

- Regarding the recent weeks, other product buckets are leading the way of the increment. Makeup, dental care and spa & wellness have seen a considerable boost in searches during the last two weeks. These trends might influence consumer behaviours when the restrictions will be lifted. As online purchase is becoming more common, users are approaching different branded products with a possible switch in brand loyalty. Key takeaways – The EMEA View

Since lockdown restrictions have taken place Effectively, both searches and clicks for this Persistent advertiser opportunity across across Europe most barber shops, beauty kind of products have increased in all markets with not only search volume growth salons, spas and hairdressers are forced to countries examined (UK, FR, DE, ES, NL, IT). but clicks as well, which indicates a strong close. However, there are local nuances with French commercial intent. As a result, many consumers are more likely and German users searching more and more More advertisers can now get a bigger chance to buy Beauty/grooming products to use at for Sun Creams whilst UK traffic surged for to drive conversions by reaching the home. Cleaning products and Spas and Spanish users Mainline and expanding their keyword mix in going after Cleaning and Make Up products. order to drive relevant traffic to their online stores. Microsoft Advertising’s EMEA AAIG Contacts

THOM ARKESTAAL AKHILA SHESHADRI PHIL JONES SARAH ESSA BARRY MURRAY Head of Advertiser Analytics Analytical Lead Analytical Lead Analytical Lead Analytical Lead Tech & Telco /Auto Finance/Insurance Travel Retail

DOUWE VAN DER MEER LUCA IMMOVILLI PETER HAUBOLD THOMAS HERRY ZUBAIR PATEL DARIO CUGNO Analytical Lead WE Analytical Lead IT Analytical Lead DE Analytical Lead FR Data Specialist Data Specialist