Benefit Cosmetics - US

In March 2024, Bobbi Brown and Clinique lead the cosmetics industry in email and ad strategy performance. Bobbi Brown shows an impressive email success with an 81.33% email score and an 83.49% ad score, achieving a top industry success score of 75.33%. Clinique follows with an 83.39% email score, boosted by sending 69 emails with a low spam score of -3.12, resulting in a 67.65% success score. Benefit Cosmetics also performs strongly in ads, scoring 91.4% with effective use of both Meta and TikTok, positioning it as a key player alongside these top brands.

Following close behind are MAËLYS Cosmetics and BOOM by Cindy Joseph, both excelling in ad scores with 95.65% and 100%, respectively. MAËLYS also stands out with a high email score of 83.04%, reflecting balanced ad and email strategies that give it a success score of 79.79%. BOOM by Cindy Joseph, with limited email and ads but excellent spam control and engagement, achieves a success score of 81.89%, emphasizing effective reach with fewer emails and ads. Kylie Cosmetics and Cocunat also perform well, with high ad engagement but slightly lower email scores.

On the lower end, Mented Cosmetics and MAC Cosmetics are lagging. Mented Cosmetics scores a 0.0% ad score due to limited ad activity, bringing its overall success score down to 28.6%. Similarly, MAC Cosmetics struggles with low email and ad scores (29.61% and 24.84%, respectively), leading to a success score of 34.73%. Smashbox and Hero Cosmetics also face challenges, with low ad scores of 4.15% and 81.28% successively, reflecting their need to improve email and ad reach to catch up in this competitive landscape.

Email Marketing Performance: Bobbi Brown and Clinique lead in email marketing performance, each sending 57 emails with good email scoring despite differing promotion rates, highlighting consistent engagement efforts and effective audience targeting strategies. Kylie Cosmetics follows closely, sending 29 emails with good email scoring but relatively low promotion rates, indicating opportunities for enhancing promotional strategies while maintaining engagement quality. ColourPop demonstrates strong email marketing with 28 emails sent, showcasing both good email scoring and promotion rates, effectively engaging with its target audience through strategic content delivery.

Email Deliverability and Spam Scores: Cocunat excels in email deliverability with a good spam score and email size performance, ensuring effective content management and consistent inbox placement. Tarte maintains strong email deliverability with good email size performance, suggesting efficient content optimization practices and consistent inbox delivery. Clinique exhibits fair email deliverability with a slight decrease in spam score and fair email size performance, indicating opportunities for refining content optimization strategies while maintaining inbox placement consistency.

Advertising Impact and Diversity: MAËLYS Cosmetics emerges as the leader in advertising impact and diversity with 84 impactful ads, showcasing both volume and variety in content, effectively positioning itself in the competitive cosmetics market. Kylie Cosmetics closely follows with 79 impactful ads, reflecting robust advertising presence and engagement diversity, effectively engaging with its target audience. Bobbi Brown maintains solid advertising impact with 70 impactful ads, exhibiting good diversity in new images and videos, indicating effective content variation and innovation strategies.

Email Marketing Performance: Bobbi Brown emerges as the leader in email marketing with 67 emails sent, boasting strong performance in email scoring despite needing improvements in promotional content diversification. Clinique closely follows with 61 emails, showcasing good performance in email scoring but lacking diversity in promotional strategies. Kylie Cosmetics exhibits potential with 33 emails sent, demonstrating good email scoring performance but requiring enhancements in promotional content variety. ColourPop and MAËLYS Cosmetics showcase strong performances with 32 and 29 emails, respectively, reflecting balanced email scoring and effective promotional strategies.

Email Deliverability and Spam Scores: Cocunat demonstrates strong email deliverability with a positive spam score and effective email size management, positioning itself as a notable player in this aspect. Kylie Cosmetics excels in email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Hero Cosmetics and Freshly Cosmetics face challenges in both spam scores and email size management, necessitating strategic adjustments to enhance email deliverability. Smashbox and ColourPop exhibit potential in email deliverability but require enhancements in spam scores and email size management to optimize email deliverability and competitiveness in the Cosmetics Brands industry.

Advertising Performance: MAËLYS Cosmetics leads in advertising with 90 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Kylie Cosmetics closely follows with 89 impactful ads, showcasing a variety of unique copies and strong advertising volume. Cocunat demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Cosmetics Brands industry. Tarte and IT Cosmetics face challenges in advertising volume and diversity, necessitating strategic adjustments to effectively engage consumers and remain competitive.

Email Marketing Overview: In the cosmetics industry, email marketing reveals distinct leaders and laggards. Clinique and Bobbi Brown excel, demonstrating good performances with 68 and 53 emails sent, respectively. Clinique combines a high email scoring with an unfortunate 100% promotion rate. ColourPop, Mented Cosmetics, and MAËLYS Cosmetics showcase promising performances, maintaining good email scoring and varied promotion percentages. However, brands like Cocunat and Freshly Cosmetics face challenges, lagging in email performance with lower scores and reduced promotional diversity.

Email Deliverability Insights: Analyzing deliverability, Cocunat leads with exceptional performance, showcasing both a low spam score and a manageable email size. Tarte's performance in this category remains unexplored. In contrast, brands like Kylie Cosmetics, Smashbox, and MAC Cosmetics struggle with poor deliverability, characterized by high spam scores and substantial email sizes. IT Cosmetics shows a concerning increase in spam score but maintains good deliverability due to a relatively smaller email size. The varied deliverability across brands emphasizes the need for strategic improvements.

Ads Performance: The cosmetics industry experiences a 5.45% increase in average ads published. MAËLYS Cosmetics, Cocunat, and BOOM by Cindy Joseph lead in advertising volume, demonstrating impressive numbers of new ads and unique copies. Freshly Cosmetics and Benefit Cosmetics display good diversity in their social ads, utilizing both images and videos effectively. Conversely, brands like ColourPop and MAC Cosmetics face challenges, lacking diversity in their ad content. Tarte's advertising strategy remains underexplored, warranting further investigation.

Email Marketing Overview: In the realm of cosmetics, Clinique and Bobbi Brown dominate, showcasing robust email strategies. Clinique, with an impressive 76 emails on average, maintains a good balance between quantity and quality. Bobbi Brown closely follows, demonstrating a strong performance with 53 emails. ColourPop emerges as a strong contender, excelling in both email frequency and scoring. However, MAC Cosmetics struggles, facing challenges in both email scoring and frequency. It's imperative for brands to align email strategies with best practices for optimal engagement and performance.

Email Deliverability Insights: Cocunat shines in deliverability, securing an excellent spam score and well-optimized email size. Conversely, Kylie Cosmetics grapples with high spam scores and large email sizes, posing a potential challenge in reaching customer inboxes. Freshly Cosmetics strikes a balance, excelling in both spam scores and email size optimization. Smashbox faces hurdles with a considerably large email size. To maximize impact, brands should refine their email sizes and spam scores for seamless and effective content delivery.

Ads Performance: Freshly Cosmetics leads in advertising prowess, with 76 new ads, showcasing both diversity and frequency. Clinique and Tarte closely follow, maintaining a good balance between the number of ads and their uniqueness. Hero Cosmetics struggles with both diversity and frequency, indicating room for improvement. In the fiercely competitive cosmetics market, a dynamic advertising strategy, blending uniqueness with consistent frequency, is vital for sustained brand visibility and engagement.

Email Marketing Summary: Clinique and Bobbi Brown are leading the cosmetics industry in email marketing with the highest email sending frequency, although they should reduce promotions to balance their approach. ColourPop is also strong, sending a reasonable number of emails with excellent email scoring and promotions. MAËLYS Cosmetics and IT Cosmetics perform well in email marketing with high email scores and promotions. Brands like Smashbox, BOOM by Cindy Joseph, Benefit Cosmetics, MAC Cosmetics, Cocunat, Freshly Cosmetics, Tarte, and Hero Cosmetics need to work on improving their email marketing strategies.

Email Deliverability Summary: Cocunat excels in email deliverability with a low spam score and email size. Tarte also demonstrates good email size and spam score. Clinique and Bobbi Brown show mixed results in email size and spam scores. Hero Cosmetics and IT Cosmetics have good email sizes and spam scores. Smashbox needs improvement in both areas. MAËLYS Cosmetics, MAC Cosmetics, Freshly Cosmetics, ColourPop, Benefit Cosmetics, and BOOM by Cindy Joseph have various performance levels in email deliverability and should focus on strengthening their strategies. Kylie Cosmetics and Mented Cosmetics need significant enhancements in email deliverability.

Ads Performance Summary: Cocunat is the leader in advertising performance, detected with the highest number of new ads and showing a reasonable level of unique copy diversity. Freshly Cosmetics is also strong in advertising, with a high number of new ads and diverse copies. MAËLYS Cosmetics performs well in new ads but needs to work on unique copy diversity. Tarte, Clinique, and Kylie Cosmetics have a good balance between new ads and unique copies. Hero Cosmetics, IT Cosmetics, Smashbox, Bobbi Brown, and BOOM by Cindy Joseph need improvements in advertising performance. Benefit Cosmetics lags in advertising, lacking both new ads and unique copy diversity.

During June, Clinique emerged again as the leader in emails with 67 emails sent, followed by Bobbi Brown with 46 emails during the same month. All the emails sent by Clinique and Bobbi Brown this month are promotional.

Shifting to advertising, Cocunat took the lead with 123 new ads created, while MAELYS Cosmetics secured the second position with 108 new ads.

Regarding their ad strategies, both Cocunat and MAELYS Cosmetics prioritized videos over images. Cocunat utilized 114 videos compared to just 9 images, while MAELYS Cosmetics incorporated 104 videos and only 4 images in their ad campaigns.

In August, Clinique and Bobbi Brown led in emails, sending 67 and 48 promotional emails respectively.

Regarding advertising, Cocunat held the top position with 140 new ads created, and ColourPop followed with 112 new ads.

In terms of ad strategy, Cocunat focused more on videos compared to images, whereas ColourPop emphasized images over videos. Cocunat used 130 videos and only 10 images, while ColourPop utilized 90 images and 20 videos.

Email Marketing Summary: Clinique and Bobbi Brown lead the cosmetics industry in email marketing with good email scores. ColourPop also performs well with a high email score and a balanced promotion percentage. On the other hand, brands like Kylie Cosmetics and Hero Cosmetics need to improve their email marketing efforts.

Email Deliverability Summary: Cocunat excels in email deliverability with a very good spam score and optimized email size. Tarte and MAËLYS Cosmetics also perform well in email deliverability. MAC Cosmetics needs to improve its email deliverability.

Ads Performance Summary: Freshly Cosmetics dominates in advertising, with the highest number of new ads detected and a good unique copy performance. MAËLYS Cosmetics and Cocunat also perform well in advertising. Brands like Smashbox and Mented Cosmetics have minimal advertising presence.

In summary, Clinique and Bobbi Brown lead in email marketing, Cocunat excels in email deliverability, and Freshly Cosmetics dominates in advertising within the cosmetics industry. However, some brands like Kylie Cosmetics and Hero Cosmetics need to enhance their marketing efforts.

During July, Clinique and Bobbi Brown continue to take the lead in emails. Clinique sent 56 promotional emails, while Bobbi Brown sent 46 promotional emails.

As for advertising, Cocunat leads again with 138 new ads created, and MAELYS Cosmetics follows in the second position with 118 new ads.

Regarding ad strategy, both Cocunat and MAELYS Cosmetics prioritized videos. Cocunat used 130 videos and only 8 images, while MAELYS Cosmetics used 83 videos and 35 images.

In the month of May, Clinique - EN and Bobbi Brown once again took the lead in email marketing, sending a remarkable number of promotional emails. Clinique - EN sent a total of 58 emails, closely followed by Bobbi Brown with 49 emails during this period.

Shifting our focus to ad creation, BOOM by Cindy Joseph claimed the top position by producing 97 new ads, incorporating the highest number of unique ad copies with 58 variations. Freshly Cosmetics secured the second position with 83 new ads.

When it comes to ad strategy, BOOM by Cindy Joseph demonstrated a preference for videos in their May ads, utilizing 53 videos alongside 44 images. On the other hand, Freshly Cosmetics solely focused on videos, unleashing a total of 76 videos.

In March, Clinique - EN sent 69 promotional emails, followed by Bobbi Brown with 49 promotional emails. Freshly Cosmetics took the lead in the number of new ads created with 60 new ads launched, primarily focused on video content with 98% of their new media featuring videos. BOOM by Cindy Joseph came in second with 47 new ads, with a preference for video content at 70% and the remainder for images. Stay up-to-date with Clinique - EN, Bobbi Brown, Freshly Cosmetics, and BOOM by Cindy Joseph's latest promotions and advertising strategies.

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In April, Clinique - EN and Bobbi Brown took the lead in the number of promotional emails sent, with 68 and 53 emails respectively. Freshly Cosmetics and MAELYS Cosmetics were the top brands in terms of new ads created with 60 and 59 new ads respectively. Freshly Cosmetics and MAELYS Cosmetics focused their ad strategies on video content, with 100% of their new media featuring videos and no new images.

Compared to March, Clinique - EN decreased their promotional emails by 1, while Bobbi Brown increased theirs by 4. Freshly Cosmetics maintained their lead in the number of new ads created, but changed their ad strategy to focus exclusively on videos.

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