Inside the luxury buyer journey – Conversion funnel insights for Dior, Chanel and Gucci beauty

With Ulta Beauty entering the region and e.l.f Beauty expanding, Saudi Arabia’s beauty market is becoming increasingly competitive. In this landscape, brands must do more than capture attention; they must effectively move consumers from awareness to consideration and purchase intent.

Using YouGov BrandIndex daily tracking data, we assess the conversion performance of three major beauty brands in KSA: Dior Beauty, Chanel Beauty, and Gucci Beauty.

Dior Beauty

Dior Beauty maintains substantial presence in the KSA market, with 65.6% Awareness among consumers. Of these, 32.9% go on to consider Dior, reflecting a 50% conversion rate from Awareness to Consideration.

Purchase Intent stands at 13.6%, equivalent to a 41% conversion from the Consideration stage, highlighting Dior’s strength in visibility while showing a more selective audience advancing toward intent to purchase.

Chanel Beauty

Chanel Beauty also commands broad visibility, with 63.4% Awareness. From this group, 29.7% move into the Consideration stage, resulting in a 47% conversion rate, slightly below Dior.

Further along the journey, Chanel registers 11.3% Purchase Intent, corresponding to a 38% conversion from those who considered the brand. The brand performs steadily overall, though its stage-to-stage transition rates indicate areas where engagement could be reinforced.

Gucci Beauty

Gucci Beauty records 41.2% Awareness among consumers in KSA. Of these, 21.5% go on to consider the brand, resulting in a 52% conversion rate from Awareness to Consideration.

Further along the journey, Gucci registers 10.7% Purchase Intent, equivalent to a 50% conversion from those who had considered the brand. While Gucci begins with a more modest recognition level, its stage-to-stage performance shows stronger efficiency in the later stages compared with its competitors.

Across KSA, Dior and Chanel lead in overall visibility but experience more pronounced declines as consumers move forward. In contrast, Gucci Beauty engages a smaller audience yet carries them through more efficiently. As competition intensifies, brands’ ability to strengthen these transitions will be increasingly important to future market performance.

Methodology:

YouGov BrandIndex collects data on thousands of brands every day. This chart compares brands across Awareness, Consideration and Purchase Intent, based on the question(s): “Which of the following Travel and Leisure brands have you *ever* heard of? Please select all that apply.”, "When you go to the market next time to buy beauty products like those offered by the aforementioned brands, which of the following brands might you consider buying from?”,” Which of these brands are you most likely to buy from?”. Scores are reported as percentages, drawn from nationally representative daily surveys of Saudi Arabian adults, weighted to census targets. Figures reflect the period Jan 1 – Dec1 , 2025 with sample size ranging from 476 to 510.

Image credit: Aleksandar Pasaric via pexels