Druni sets a €20 threshold for free home delivery in mainland Spain and the Balearic Islands. For collection in a shop, the reference drops to €10: below that amount it applies a €1 preparation charge. These conditions make basket size and delivery choice part of the commercial proposition, alongside the price of the perfume or makeup that brings customers to the website.
The question becomes more interesting against Spain’s 2025 beauty figures. According to Stanpa’s Radiografía de la industria cosmética y del perfume, the online channel attracted 9.2 million buyers, around 300,000 more, yet its sales value fell by 4.7% to an estimated €895 million. The report says average ticket size declined. Attracting more buyers and increasing the value sold therefore moved in different directions.
Druni’s strategy offers a way to examine the distance between attracting buyers and completing their orders. According to Geotelecom’s published case, it combines search and social advertising, continuous visibility and catalogue optimisation. Its purchase conditions show the next stage: product, basket, customer details, payment and delivery. The shop is operated by Druni, S.A., registered in Valencia’s commercial registry.
Brand attention opens a door; an order requires another journey
In the joint comparison of searches for «Druni» and «Primor» in Spain, the complete week of 11–17 October 2026 ended with indices of 45 and 59. The preceding week recorded 44 and 56. These are two levels of interest on a shared scale, useful for observing attention towards the two retailers without turning it into a sales ranking.
Two retailers in Spanish searches
Druni and Primor compared together, 26 October 2025 to 17 October 2026.
interest index (0–100)
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| Category | Druni | Primor |
|---|---|---|
| 2025-10-26/2025-11-01 | 45 interest index (0–100) | 53 interest index (0–100) |
| 2025-11-02/2025-11-08 | 50 interest index (0–100) | 58 interest index (0–100) |
| 2025-11-09/2025-11-15 | 54 interest index (0–100) | 65 interest index (0–100) |
| 2025-11-16/2025-11-22 | 54 interest index (0–100) | 64 interest index (0–100) |
| 2025-11-23/2025-11-29 | 92 interest index (0–100) | 100 interest index (0–100) |
| 2025-11-30/2025-12-06 | 66 interest index (0–100) | 75 interest index (0–100) |
| 2025-12-07/2025-12-13 | 66 interest index (0–100) | 75 interest index (0–100) |
| 2025-12-14/2025-12-20 | 71 interest index (0–100) | 79 interest index (0–100) |
| 2025-12-21/2025-12-27 | 84 interest index (0–100) | 88 interest index (0–100) |
| 2025-12-28/2026-01-03 | 84 interest index (0–100) | 94 interest index (0–100) |
| 2026-01-04/2026-01-10 | 73 interest index (0–100) | 79 interest index (0–100) |
| 2026-01-11/2026-01-17 | 47 interest index (0–100) | 55 interest index (0–100) |
| 2026-01-18/2026-01-24 | 38 interest index (0–100) | 48 interest index (0–100) |
| 2026-01-25/2026-01-31 | 44 interest index (0–100) | 48 interest index (0–100) |
| 2026-02-01/2026-02-07 | 44 interest index (0–100) | 51 interest index (0–100) |
| 2026-02-08/2026-02-14 | 42 interest index (0–100) | 49 interest index (0–100) |
| 2026-02-15/2026-02-21 | 38 interest index (0–100) | 44 interest index (0–100) |
| 2026-02-22/2026-02-28 | 40 interest index (0–100) | 51 interest index (0–100) |
| 2026-03-01/2026-03-07 | 45 interest index (0–100) | 53 interest index (0–100) |
| 2026-03-08/2026-03-14 | 44 interest index (0–100) | 54 interest index (0–100) |
| 2026-03-15/2026-03-21 | 43 interest index (0–100) | 55 interest index (0–100) |
| 2026-03-22/2026-03-28 | 48 interest index (0–100) | 50 interest index (0–100) |
| 2026-03-29/2026-04-04 | 49 interest index (0–100) | 59 interest index (0–100) |
| 2026-04-05/2026-04-11 | 43 interest index (0–100) | 52 interest index (0–100) |
| 2026-04-12/2026-04-18 | 47 interest index (0–100) | 51 interest index (0–100) |
| 2026-04-19/2026-04-25 | 38 interest index (0–100) | 44 interest index (0–100) |
| 2026-04-26/2026-05-02 | 51 interest index (0–100) | 55 interest index (0–100) |
| 2026-05-03/2026-05-09 | 48 interest index (0–100) | 53 interest index (0–100) |
| 2026-05-10/2026-05-16 | 41 interest index (0–100) | 44 interest index (0–100) |
| 2026-05-17/2026-05-23 | 40 interest index (0–100) | 46 interest index (0–100) |
| 2026-05-24/2026-05-30 | 39 interest index (0–100) | 48 interest index (0–100) |
| 2026-05-31/2026-06-06 | 46 interest index (0–100) | 53 interest index (0–100) |
| 2026-06-07/2026-06-13 | 45 interest index (0–100) | 50 interest index (0–100) |
| 2026-06-14/2026-06-20 | 42 interest index (0–100) | 51 interest index (0–100) |
| 2026-06-21/2026-06-27 | 42 interest index (0–100) | 48 interest index (0–100) |
| 2026-06-28/2026-07-04 | 51 interest index (0–100) | 54 interest index (0–100) |
| 2026-07-05/2026-07-11 | 46 interest index (0–100) | 54 interest index (0–100) |
| 2026-07-12/2026-07-18 | 42 interest index (0–100) | 56 interest index (0–100) |
| 2026-07-19/2026-07-25 | 43 interest index (0–100) | 52 interest index (0–100) |
| 2026-07-26/2026-08-01 | 44 interest index (0–100) | 59 interest index (0–100) |
| 2026-08-02/2026-08-08 | 49 interest index (0–100) | 61 interest index (0–100) |
| 2026-08-09/2026-08-15 | 44 interest index (0–100) | 58 interest index (0–100) |
| 2026-08-16/2026-08-22 | 45 interest index (0–100) | 57 interest index (0–100) |
| 2026-08-23/2026-08-29 | 49 interest index (0–100) | 57 interest index (0–100) |
| 2026-08-30/2026-09-05 | 45 interest index (0–100) | 57 interest index (0–100) |
| 2026-09-06/2026-09-12 | 42 interest index (0–100) | 55 interest index (0–100) |
| 2026-09-13/2026-09-19 | 40 interest index (0–100) | 47 interest index (0–100) |
| 2026-09-20/2026-09-26 | 42 interest index (0–100) | 54 interest index (0–100) |
| 2026-09-27/2026-10-03 | 41 interest index (0–100) | 53 interest index (0–100) |
| 2026-10-04/2026-10-10 | 44 interest index (0–100) | 56 interest index (0–100) |
| 2026-10-11/2026-10-17 | 45 interest index (0–100) | 59 interest index (0–100) |
Geotelecom’s published case describes how Druni works on precisely that entrance to commerce. The agency outlines a strategy spanning Google, Meta and TikTok, aimed at both new users and returning customers. It also describes year-round awareness campaigns and improvements to product cataloguing and optimisation in Google Ads and Meta Ads.
Continuous visibility and a precisely presented advertised product perform different roles. The former keeps the retailer among purchasing options; the latter must connect a need with a specific item. Under Druni’s conditions, visitors can add goods to their basket without registering beforehand. They then review its contents, enter shipping and billing details, select payment and confirm the order. Acquisition leads into a defined commercial sequence, with decisions extending beyond the click.
The beauty basket is much broader than makeup
Spain’s cosmetics and perfume market reached €11,818.86 million in 2025, up 5.8% on the previous year, according to Stanpa. Its composition shows why a beauty retailer can address very different needs. Skin care accounted for €3,738 million; perfume and fragrances, €2,458 million; personal care, €2,353 million; hair care, €2,063 million; and colour cosmetics, €1,208 million. These are the rounded amounts published in the report.
Which products make up beauty consumption
Spanish market value by product category in 2025, in millions of euros.
M€
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Spain, 2025. Rounded report amounts; the market as a whole, not Druni sales.
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| Category | Consumption value |
|---|---|
| Skin care | 3,738 M€ |
| Perfume and fragrances | 2,458 M€ |
| Personal care | 2,353 M€ |
| Hair care | 2,063 M€ |
| Colour cosmetics | 1,208 M€ |
The breadth of these categories changes the catalogue’s role. A facial treatment, perfume or hygiene product has different uses, purchase frequency and selection criteria. For a chain offering perfume and cosmetics, acquiring demand means identifying which product customers are seeking and presenting it clearly, as well as maintaining brand visibility.
This is where the catalogue work described by Geotelecom becomes relevant. The agency links it to highlighting the strengths of Druni’s ecommerce operation in Google and Meta campaigns. Advertising investment leads to products that customers need to be able to choose and place in a basket, within an assortment covering several needs. The market’s total size provides context, but decisions happen at a much smaller scale, that of each item and order.
The physical shop also participates in digital purchasing
Spain’s beauty distribution retains a substantial physical presence. In Stanpa’s table for 2025, mass retail accounts for €5,754 million; the selective channel, €2,683 million; and pharmacies, €2,044 million. Professional hairdressing adds €521 million; direct selling, €242 million; professional beauty, €148 million; and online-only operators, €426 million.
Distribution routes have different sizes
Consumption value by channel in Spain in 2025, in millions of euros.
M€
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Stanpa channel classification, 2025. Online only refers to pure players; the cross-channel online total of €895 million is not added as another channel.
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| Category | Consumption value |
|---|---|
| Mass retail | 5,754 M€ |
| Selective | 2,683 M€ |
| Pharmacy | 2,044 M€ |
| Professional hairdressing | 521 M€ |
| Direct selling | 242 M€ |
| Professional beauty | 148 M€ |
| Online only | 426 M€ |
That last amount refers to exclusively digital operators. The €895 million in online sales cited by the report also includes activity by retailers with physical shops; it is not an additional category that can be added to those above. The distinction allows the coexistence of channels to be read without counting the same activity twice.
Druni’s conditions make one form of that coexistence visible: buying on the website and collecting in a shop. Collection is free from €10; below that threshold there is a €1 preparation charge. For home delivery, the free threshold rises to €20. Below it, the stated cost is €3.95 in mainland Spain and €4.95 in the Balearic Islands.
The physical network therefore enters a choice that starts online. Customers compare their basket’s value, destination and how to receive it. The difference between the two thresholds creates a concrete commercial alternative, especially for small orders, and gives collection a role in the digital journey.
More buyers were not enough to raise online spending
Digital performance in 2025 was also uneven. Stanpa reports a 3.2% decline for online-only operators and a 6.1% fall in online selling associated with physical shops. Within that picture, the online activity of mass retailers increased by 3.6%. These are changes in the bases described by the report, rather than components to be added together to obtain the total change.
Different movements in digital selling
Change in sales value in 2025 versus 2024 for the digital bases described in the report.
% year on year
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Spain, 2025/2024. Comparisons of reported bases, not shares or components to be added together.
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| Category | Annual change |
|---|---|
| Online only | -3.2 % year on year |
| Online with physical shops | -6.1 % year on year |
| Mass-retail online | 3.6 % year on year |
The contrast places acquisition within a question of value. Buyer numbers can increase while the amount sold falls, as happened across the online market estimated by Stanpa. A strategy combining awareness and product advertising therefore also needs to examine what ultimately enters the basket and under which delivery conditions.
At Druni, the €20 and €10 thresholds form part of those order economics. The website adds several payment options, including cards, Bizum, Apple Pay, Google Pay and PayPal. It also offers instalments through Sequra, subject to approval. For home delivery it states 48–72 working hours after payment confirmation, Monday to Friday excluding public holidays and depending on stock and carrier availability.
Price, delivery and payment meet at the end of the same journey advertising starts. The agency’s case explains how buyers are sought; the chain’s conditions specify what they must resolve next. Receiving costs and payment options form part of the offer that buyer encounters.
The advertised product matters within each category
Even within makeup, consumption moved at different rates in 2025. Stanpa puts growth in face makeup at 6.6%, lip products at 3.8% and eye makeup at 0.5%. Nail colour declined by 0.9%. The report therefore presents a category with more varied internal movements than its aggregate 3.5% increase suggests.
Makeup does not grow at the same pace across categories
Change in Spanish consumption in 2025 versus 2024 by colour-cosmetics subcategory.
% year on year
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Spain, 2025/2024. Changes within each subcategory, not campaign or Druni results.
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| Category | Annual change |
|---|---|
| Face makeup | 6.6 % year on year |
| Lip products | 3.8 % year on year |
| Eye makeup | 0.5 % year on year |
| Nail colour | -0.9 % year on year |
Those differences strengthen the case for distinguishing products in acquisition. A makeup campaign groups needs that do not evolve at the same pace. The cataloguing and optimisation described by Geotelecom connect with that problem: advertising must lead towards a specific choice within the assortment, while awareness keeps the retailer among consumers’ options.
Druni’s acquisition connects advertising channels, audiences and products with an offer specifying the value, payment and delivery of each order. In a market that added online buyers while losing sales value in 2025, the commercial mechanism is more informative than a standalone visit count. The basket and how it reaches the customer are central to what is offered, rather than an administrative step beginning after acquisition.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
