Which is the favorite for 2023? Investigating the popular Holiday Cosmetics Discovery Set the "Christmas coffret"!

“Coffret” is a French word and refers to a pouch or box holding multiple cosmetics.

In addition, “coffrets” are not always available for purchase and are sold in limited quantities. They often contain limited edition cosmetics or products that are more luxurious than what is usually offered, garnering popularity every year.

We will use “Dockpit,” VALUES’ online behavioral analytics tool, to find out when people started considering “coffret.”

Looking at the trends from 2021, it seems that searches start increasing from September every year, peaking in October, then gradually decreasing. This may be because many brands start their coffret reservations and set their release dates from October to November.

It may be a good idea to promote related content starting from September.

Although people searching for "coffret" is overwhelmingly female, a little less than 17% are male.

In addition to researching the meaning of the word "coffret," men are also browsing web pages featuring Christmas coffrets, possibly looking for a gift for someone special.

By age group, we found that people in their 20s to 40s accounted for over 70% of all the people searching “coffret.”

Next, we mapped the keyword combinations with gender on the vertical axis and age on the horizontal axis to see which brands are frequently searched by different age groups.

Younger age groups search for “Lunasol,” “DIOR,” “Jill Stuart,” and “Cosme Decorté,” while middle-aged people search “Elégance,” “Attenir,” and “Chanel,” revealing popular brands when it comes to coffrets.

On the other hand, older adults searched for cookies and baked goods from “Pâtisserie Sadaharu Aoki Paris” rather than cosmetics using search words such as “Assortimon” and “Du biscuit.”

Looking at the search keyword rankings, the keywords with the highest number of searched were “Lunasol,” followed by “Cosme Decorté” and “Jill Stuart.”

Lunasol’s coffret seems to be popular every year, and when you search for "#Lunasol coffret" on Instagram, hashtags like "#Lunasol coffret sold out" and "#Lunasol coffret instant hit" stand out.

Even those who have been using Lunasol for more than 10 years have been sharing their concerns every year via Instagram posts regarding whether or not they will be able to purchase their coffret.

By the way, Lunasol's coffret is called the “Stella Dream Coffret” and the set includes three items: Eye Coloration (eye shadow), Iridescent Glitz (pearl color), and Nail Polish. The official online store sold out as of November 17th.

Furthermore, we looked at the demands from the searches for "coffret" using Word Network.

Here, we can also see that in addition to “Lunasol,” there is a demand for “Elégance.”

Also, when comparing “2022” and “2023” to explore this year's trends, we find that cosmetic brands such as “HABA,” “MAC,” “Cosme Decorté,” “Elégance,” and “Dr. Ci-Labo (Santo Natale)” came up.
These brands seem to be attracting attention in 2023.

The "Elégance” coffret is called "Coffret Par Bonheur," and the six-piece set includes Nouvelle Eyes (eye shadow), Brilliant Rouge Bijou (gloss), Curl Lash Fixer (mascara primer), Gravityless Mascara (mascara), Modeling Color Up Base (primer), and Feather Veil (face powder) and is priced at JPY 8,800 including tax, making it a great deal.

Coffrets are usually characterized by amenities such as pouches, but Elégance’s coffret is popular because it does not come in a pouch allowing them to offer more cosmetics instead.

In addition, coffrets include items that you would not normally purchase, and it seems that one of the reasons for its popularity is that coffrets allows people to try new products and discover items that they might find to love. These coffrets seem to be popular among people who want to try a wide variety of items.

Lastly, let's take a look at the inflow websites after searching for “coffret” to see what kind of websites are popular.

Media websites such as “Biteki.com” and “Fashion Press” dominate the list, as well as major e-commerce platforms such as “Rakuten Ichiba” and “Amazon.”

Since there are many media websites, it is likely that people are gathering information and making comparisons on media websites first, rather than visiting the websites of individual brands.

We investigated and analyzed "coffret" using search data.

“Coffret”-related searches increased in September every year, and peaked in October. Women in their 20s to 40s is the biggest segment among searching for “coffrets.”

Popular brands are “Lunasol” and “Elégance,” and in 2023, people are also paying attention to “HABA,” “MAC,” “Cosme Decorté,” “Elégance,” and “Dr. Ci-Labo (Santo Natale).” Additionally, we found that people in their 40s are paying more attention to cookies and baked goods gifts from “Pâtisserie Sadaharu Aoki Paris” rather than cosmetics.

After conducting a search, much of the traffic flows to media websites such as “Biteki.com” and “Fashion Press,” indicating that people are gathering information and making comparisons.

By analyzing using Dockpit's keyword analysis function, it is possible to better understand situations and phenomena and when demands increase. Correctly understand the purpose and target, capture the user's heart, and use it to create better content, select the appropriate keywords, and provide information at the optimal time.

▼Data from Dockpit was used in this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.