November 13, 2009, 12:00 AM

Avon leads in visits to apparel and beauty sites

Avon was the most visited web destination among apparel and beauty product retailers in October, Nielsen Online reports. The direct marketer of cosmetics attracted 8.6 million unique visitors, an 86% rise from 4.6 million a year earlier.

Zak Stambor

Managing Editor

Avon was the most visited web destination among apparel and beauty product retailers in October, Nielsen Online reports. The direct marketer of cosmetics and related items attracted 8.6 million unique visitors, an 86% rise from 4.6 million a year earlier. Other strong traffic performers among apparel and beauty e-retailers were makeup retailer Lancôme with a 113% increase in traffic year over year, and HalloweenExpress.com with a 35% rise.

The top 10 online apparel and beauty shopping destinations in October with unique visitors in millions this year compared with a year earlier and the percent change, according to Nielsen Online, were:

     

  • Avon, 8.58, 4.61, 86%
  • eBay Clothing, Shoes and Accessories, 5.77, 7.60, -24%
  • Old Navy, 5.07, 3.96, 28
  • Zappos.com, 4.77, 4.47, 7%
  • Victoria’s Secret, 4.32, 4.22, 2%
  • The Gap, 3.83, 3.58, 7%
  • Lancôme, 3.17, 1.49, 113%
  • Lands’ End, 2.88, 3.79, -24%
  • HalloweenExpress.com, 2.33, 1.73, 35%
  • L.L. Bean, 2.24, 3.39, -34%

 

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer. Additionally, Nielsen has recently expanded its panels of Internet users and, effective with October 2009 data, this may affect the percentage change from previous results for some sites.

By length of visit, the top 10 apparel and beauty sites in October (hours:minutes:seconds), according to Nielsen Online, were:

  • Boston Proper, 1:55:45
  • Liquidation Channel, 1:47:50
  • GemsTV, 1:01:19
  • Emblibrary.com, 0:51:13
  • Mary Kay, 0:48:01
  • Jewels By Park Lane, 0:41:03
  • Hair Sisters, 0:38:54
  • Fire Mountain Gems, 0:38:28
  • Ouidad, 0:38:03
  • Especially Yours, 0:37:31

 

The top eight consumer goods industry segments in terms of online ad impressions (in millions) in October, according to Nielsen data, were:

     

  • Food & Beverage, 3,653.08
  • Personal Care, 3,409.76
  • Home & Garden, 1,276.56
  • Print Publishing, 1,083.39
  • Apparel & Jewelry, 883.81
  • Automotive Supply, 280.93
  • Toy & Hobby, 138.86
  • Recreational Gear, 53.92

     

 

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