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Mother's Day in the beauty sector: when the competition starts before the date
branddi ·
Mother's Day doesn't start in May for beauty brands. The date begins when consumers begin the research and comparison phase, and this happens months before a purchase decision. competition.
To understand when this competition really begins and how to protect your performance before costs increase, check out the guide below.
Why does Mother's Day start early for beauty brands and what does the data reveal about this anticipation?
Products like perfumes, personal care kits and cosmetics rely on discovery and comparison, which means brands need to appear several times along the journey until conversion happens. Therefore, investments in media begin to gain strength at the beginning of the year.
66% of consumers compare prices online before buying beauty products, according to a study Global Health & Beauty Pulse 2025 . are always noticed immediately, and understanding these consequences helps to avoid losses:
More advertisers entering the competition for the same demand
The pre-Mother's Day period concentrates thesimultaneous entry of brands, resellers and partners competing for exactly the same search terms. Searches for pure brand terms, combinations such as brand + product and giftable categories start to receive more bids within the same auction. Data analyzed by Branddi shows an average growth of 31% in CPC between March and June, in 2024 and 2025. immediateThe erosion of profitability occurs through multiple simultaneous points. Third-party Brand bidding causes part of the brand's traffic to be captured by resellers, forcing the company to pay to defend its own search. preserve profitability during increased demand?The greater the volume of searches during Mother's Day, the greater the incentive for practices such as third-party brand bidding, traffic diversion and opportunistic competition.
See how to protect the brand and preserve the profitability:
- Monitor brand terms toidentify competitors advertising inappropriately;
- Establish paid media rules for resellers and commercial partners;
- Unify internal campaigns to avoid ad cannibalization;
- Map CPC and impression share variations to detect abnormal increase in competition;
- Implement brand governance tools to track ads in time real.
Did you like the tips? During seasonal times, such as Mother's Day, remember: the greater the competition for visibility, the greater the cost to convert. And the lower the brand protection, the greater the loss of margin.
To understand where your brand may be losing revenue before the search peak, take a free Branddi diagnosis and discover how to recover your digital performance.