SensorTowerLeading Beauty Retail Brands in France: Q4 2024 Insights
摘要
文章基于Sensor Tower数据，分析了Q4 2024法国美容零售头部品牌Sephora、Nocibé和Notino的网站与App表现。Sephora在网站端占据绝对优势，月访问量从10月的2000万飙升至12月的4200万，月均独立访客稳定在350万以上；其App月活跃用户也从120万增至140万，用户获取效果显著。广告投放方面，Sephora月支出从150万美元递减至65万美元，主力渠道为Facebook和Instagram，投放策略趋于精细化。
Nocibé的网站访问量在11月达到1100万峰值后12月回落，月均独立访客约70万；其App月活用户从8.1万增长至14.8万，增幅超80%，反映出品牌在移动端的用户获取力度加大。广告支出从3.6万美元升至16.4万美元，Instagram成为主力渠道，带动了App的增量提效。
Notino同样表现出App端的强劲增长，月活用户从10月约8.1万跃升至12月14.8万，同时广告支出从3.6万美元大幅增至16.4万美元，聚焦Instagram进行投放，实现了ROAS的优化。
总结来看，Q4期间Sephora凭借高预算和成熟渠道维持领先，而Nocibé与Notino通过侧重App用户获取和广告增量投入实现了突破。Sensor Tower的Web Insights、App Performance Insights及Pathmatics工具为跨平台归因分析和投放策略调整提供了数据支撑，有助于品牌在竞争激烈的美容零售市场中提升用户LTV与广告变现效率。
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