Black Week 2025 · Beauty & personal care
Lyko
Ads delivered
446
1 Oct to 5 Dec
Black Week ads
53
34% say "Black Week"
Lift in new ads/day
1.3×
4.9/day late Oct → 6.1/day
Typical start
24 Nov
4 days before Black Friday
Deepest discount
80%
median 80%
New ads per day
First Black Week ad 17 Nov. Half of them were live by 24 Nov; the median one ran 9 days, and 66% kept running past Cyber Monday.
Black Friday
Cyber Monday
1 Oct1 Nov1 Dec
Black Week adsOther new adsBlack Week period, 17 Nov to 1 Dec
The offer
Share of new ads with an offer in the copy
Late October (22 Oct to 9 Nov)39%
Black Week period (17 Nov to 1 Dec)51%
In Black Week ads
State a discount as %57%
"Up to" pricing9%
Discount code4%
Early access0%
Against beauty & personal care
Lyko vs the industry median of 5 brands
| Lyko | Industry | |
|---|---|---|
| Typical start | 24 Nov | 23 Nov |
| Lift in new ads/day | 1.3× | 1.6× |
| Deepest discount | 80% | 50% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week683.3KEU reach
Lyko
Fynda online, glowa offline. Cyber Week är här! Så länge lagret räcker.
30 Nov to 9 Dec
#2Offer ad414.0KEU reach
Lyko
Århundradets rea är här med 15-80% rabatt på lyko.com. Dags att bunkra som om apokalypsen vore nära!
20 Nov to 28 Nov
#3Offer ad273.5KEU reach
Fullpris är såå passé!
Århundradets rea är här med 15-80% rabatt på lyko.com. Dags att bunkra som om apokalypsen vore nära!
20 Nov to 28 Nov
Method and limits
- Source: Meta Ad Library API (ads_archive, all statuses). Every ad the brands' pages delivered in SE, NO, DK, FI, DE, GB between 1 Oct and 5 Dec 2025, pulled 21 Oct 2026. Ads that left the Library before then (about a year after they last ran) are missing.
- Black Week ads: copy that names Black Week, Black Friday or Cyber Monday (six languages), plus ads with an offer (discount, sale wording) that started in the Black Week period, 17 Nov to 1 Dec. Catalogue ads with product-only copy read as neither.
- Lift compares new ads per day, not budget. The Library has no spend, daily impressions or results for commercial ads, so nothing here says what was profitable.
- Discounts count only percentages in discount context (“-30%”, “30% off”, “up to 50%”). Reach is Meta's EU reach estimate.
- Retailers are measured on their Swedish pages. Outside the EU and UK the API returns no commercial ads, so US programmes (Gymshark, AG1, Hismile, Oura) aren't here.