How cosmetic brands can use SEO in China

Firstly, it is important to understand that SEO in China is different compared to Western countries. As opposed to Europe or U.S.A, Baidu is the largest search engine in China and therefore the SEO rules are also distinct.

SEO is a vital tool to increase the sales of cosmetic brands.

SEO helps companies to get more exposure and improve their position on search engines. During their online searches, about 75 percent of Chinese only just visit the websites of the first Baidu page. That means if your website is not well ranked on Baidu, your chance to attract Chinese consumers will be drastically reduced.

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In China, many cosmetic brands are missing the benefits of attracting potential consumers who search for beauty products online. About 6% of cosmetic brands are in the first search position on Baidu when their name is searched via mobile devices while 51% of them are in the first search position when their name is searched via desktop devices, according to a report by L2 Think Tank, a digital luxury marketing research firm.

Why SEO is very important for cosmetic brands?

The cosmetics industry in China has been growing at a fast pace becoming one of the most promising sectors of business in the Middle Empire. In 2013, the value of the transactions of cosmetic products reached about USD54.32 billion in 2013 and in 2017 it is expected to increase the sales volume up to USD113.9 billion. via twitter

cosmetic shopper

Due to this encouraging data, many companies have decided to expand their business to China and take advantage of this profitable market. Nowadays, the cosmetics sector in China is a very competitive market where a huge number of companies are fighting to attract Chinese consumers.

This is where companies have to develop marketing strategies to be the leader in the Chinese cosmetic market and SEO plays an important role in this undertaking.

Thanks to SEO, cosmetic brands have the opportunity to improve their website visibility on Chinese search engines and therefore reach a huge number of Chinese shoppers. Also through SEO strategies, companies will improve the brand awareness among Chinese consumers and as a result, they will increase their sales. However cosmetic companies should not solely focus their SEO efforts on their websites.

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SEO is everywhere in a good digital marketing strategy

The reality is that Chinese consumers before making any purchase decision, search for information about products and brands on social media platforms as well. They trust much more in comments and information they find on these social networks than in information directly provided by the brand.

Cosmetic companies have to increase their presence on Chinese social media platforms through the creation of official accounts to provide content about the beauty world to their followers besides information about the brand and products. Also, they must be present on beauty forums by providing beauty tips and include videos and photos in order to engage Chinese consumers.

For instance, Lancome launched its own forum called Rose Beauty where the company provides information about the brand, the products, and events and also gives beauty tips to its followers. Rose Beauty has over 4 million users becoming one of the largest online communities in the cosmetics field in China.


It is very interesting to beauty companies incorporate a section of Q&A where consumers have the chance to ask questions about the brand products (benefits, ingredients, how to apply the product…) or questions beauty-related that will be answered by the brand.

Therefore, cosmetic companies must also target their SEO strategies to these sites in order to improve their brand awareness and brand image, to ultimately reach more customers

Improved visibility means more sales

Online visibility is strongly correlated with brand sales and this is the main reason why beauty companies must have an SEO strategy in China.

We provide SEO services to give you the best chances of standing out and increasing your brand awareness and image in China. Should you have any project you wish to conduct in China regarding cosmetics and SEO, simply contact us!

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