Expanding a DIY beauty products marketplace into Europe

Assessing the growth potential of a DIY beauty marketplace by mapping all consumers search queries in 4 European countries.

Assessing the growth potential of a marketplace selling DIY cosmetics.

Our client, one of the largest global strategy consulting firms, wants to quickly assess DIY cosmetics market maturity & rationales in Europe before advising its end-client, a private equity fund bidding to buy the target company.

After succeeding in France, the target company shall expand its online DIY marketplace abroad to fuel its growth and turn to a profitable investment for the fund. 

How to assess potential new markets opportunities? To what extent, european markets are comparable? Is the German DIY cosmetics market as mature as the French market?

Case study / DIY cosmetics Europe
Case study / DIY cosmetics Europe

Mapping everything Europeans search online about DIY cosmetics.

We scanned major european websites to collect hundreds  of expressions in 4 native languages describing the DIY cosmetics market.


All these keywords were grouped together into segments representing all major categories from the market – while flagging all search queries about DIY cosmetics market in a unified classification.

Revealing segments with higher potential.

We computed the volume of online search queries about DIY cosmetics for 100k population in each of the 4 countries and fetched SERPs for more than 1000+ keywords.


Topped by the French market, rankings revealed DIY product awareness among Europeans and provided insights for local go-to-market strategy.


A precise list used by our client to to bring data analytics and search intelligence into strategic pre-sale due diligence.




CS / DIY cosmetics 3

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