Billie

In March 2024, Manscaped and Harry's lead the shaving industry with strong email, ad, and organic performance metrics. Manscaped achieved the highest growth (72.89%) and success scores (72.18%), showing consistent results across emails (50.24%) and ads (92.68%). Harry’s follows closely with a 55.6% growth and a 58.08% success rate, boosted by significant ad output and high domain rating. These brands outshine competitors in all areas, demonstrating well-rounded digital strategies that drive engagement and maintain robust visibility.

Brands like Billie, Hanni, and Supply are performing well but remain just below the leaders. Hanni boasts impressive ad effectiveness with a score of 98.65% and has shown steady growth at 42.19%. Supply also shows strong email metrics (48.97%) and a growth score of 37%. Billie excels in ads (81.39%) and has good growth at 40.43%. While these brands are not at the top, they exhibit steady progress and potential to climb higher in the competitive landscape.

On the other end, Dollar Shave Club, BigMoustache, and Balls are lagging. Dollar Shave Club shows weak ad and growth scores, with only 10.76% in success rate. BigMoustache and Balls have similar issues, with BigMoustache showing negligible ad performance and Balls lacking in engagement. These brands struggle to maintain visibility and engagement across email and ads, indicating missed opportunities in digital outreach and customer connection compared to their more dynamic competitors.

In March 2024, Glossier and Dr. Squatch dominated the personal care e-commerce field. Glossier led with a remarkable 77.74% success score, aided by the highest ad score (96.17%) and strong organic traffic of 551,676. Dr. Squatch was close with a 77.32% success score, supported by high growth (65.56%) and ads. Briogeo also performed well, with a 73.71% success score, benefiting from top email engagement (69.54%) and a full 100% ad score, making it a key player in both email and ad performance, although slightly lower in organic reach compared to the leaders.

Anese and Blume were strong contenders, just behind the leaders. Anese achieved a 61.44% success score with a balanced approach, excelling in email and ad scores, each over 67%, though with limited traffic. Blume, scoring 64.41%, showed excellent growth and ad effectiveness (84.58%), but struggled with traffic, which limits its overall impact. Mario Badescu also performed steadily with a 59.85% success score, driven by high email performance (82.42%) but lagging behind in ad effectiveness.

At the lower end, Bruush, Naturally Serious, and Athena Club struggled. Bruush, with an 8.8% success score, had minimal ad and email impact. Naturally Serious and Burst Oral Care also underperformed, each with low success scores of 14.05% and 21.35%, respectively, due to weak ad scores and limited traffic, which hampered their competitive stance. Athena Club showed only moderate growth and low email effectiveness, resulting in a limited overall impact.

Email Marketing Performance: FFS demonstrates robust email marketing performance, sending 21 emails with good email scoring despite fair promotion rates, indicating consistent engagement efforts and effective audience targeting. Manscaped follows with 12 emails sent, showcasing good email scoring but poor promotion performance, suggesting opportunities for enhancing promotional strategies while maintaining engagement quality. Supply stands out with 11 emails sent, exhibiting both good email scoring and promotion rates, showcasing effective engagement tactics and strategic content delivery strategies.

Email Deliverability and Spam Scores: Leaf Shave leads in email deliverability with a good spam score and email size performance, ensuring effective content management and consistent inbox placement. Harrys maintains strong email deliverability with a good spam score and email size performance, indicating efficient content optimization practices and consistent inbox delivery. Manscaped exhibits fair email deliverability with a slight increase in spam score but good email size performance, suggesting opportunities for refining content optimization strategies while maintaining inbox placement consistency.

Advertising Impact and Diversity: Harrys emerges as the leader in advertising impact and diversity with 117 impactful ads, showcasing both volume and variety in content, effectively positioning itself in the competitive shaving market. Manscaped closely follows with 59 impactful ads, reflecting robust advertising presence and engagement diversity, effectively engaging with its target audience. Estrid maintains solid advertising impact with 50 impactful ads, exhibiting good diversity in new images and videos, indicating effective content variation and innovation strategies.

Email Marketing Performance:Annmarie leads in email marketing performance, sending 39 emails, with good email scoring despite poor promotion performance, indicating strong engagement strategies. Mario Badescu closely follows, with 30 emails sent, demonstrating good email scoring and fair promotion performance, suggesting effective audience targeting. Dr. Squatch showcases robust email marketing practices with 19 emails sent, good email scoring, and fair promotion performance, reflecting strategic audience engagement efforts.

Email Deliverability and Spam Scores:Native exhibits commendable email deliverability, maintaining a good spam score despite poor email size performance, indicating efficient content management practices. Briogeo showcases strong email deliverability with a good spam score and good email size performance, demonstrating consistent inbox placement and content optimization. Anese demonstrates fair email deliverability, with a good spam score but fair email size performance, suggesting opportunities for content optimization and management improvements.

Advertising Impact and Diversity:Glossier leads in advertising impact and diversity with 111 impactful ads, showcasing both volume and variety in content, effectively positioning itself in the competitive personal care market. Briogeo closely follows with 59 impactful ads, reflecting robust advertising presence and engagement diversity, effectively engaging with its target audience. Black Wolf maintains solid advertising impact with 50 impactful ads, exhibiting good diversity in new images and videos, indicating effective content variation and innovation strategies.

Email Marketing Performance: FFS emerges as the top performer in email marketing, sending out 24 emails with a high email scoring rate of 52.79%. Manscaped follows closely with 13 emails, though it needs improvement in email scoring and promotional content engagement. Supply, Bevel, and Harrys demonstrate strong performances with 10, 7, and 6 emails, respectively, showcasing effective email scoring rates and well-balanced promotional content. However, Harrys needs enhancements in email scoring to optimize promotional effectiveness.

Email Deliverability and Spam Scores: Leaf Shave stands out in email deliverability with a positive spam score and effective email size management, positioning itself as a notable player in this aspect. Harrys exhibits strong email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Manscaped excels in email deliverability with a positive spam score but requires improvements in email size management to enhance user experience. Flamingo faces challenges in both spam scores and email size management, necessitating strategic adjustments to improve email deliverability.

Advertising Performance: Harrys leads in advertising with 117 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Estrid follows closely with 69 impactful ads, showcasing a variety of images and strong advertising volume. Manscaped demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Shaving Brands industry. Supply and Bevel face challenges in advertising volume and diversity, necessitating strategic adjustments to effectively engage consumers and remain competitive.

Email Marketing Performance: Mario Badescu leads the Personal Care Brands industry with 46 emails, showcasing good performance with a scoring rate of 46.59%, despite needing improvements in promotional strategies. Annmarie closely follows with 37 emails, demonstrating strong performance but requiring enhancements in email scoring and promotional tactics. Glossier shines with 20 emails, boasting excellent performance and minimal promotional content, highlighting its strategic email marketing approach. Briogeo and Dr. Squatch exhibit potential with 17 and 14 emails, respectively, but they need refinement in performance and promotional strategies to effectively engage consumers and remain competitive in the Personal Care Brands industry.

Email Deliverability and Spam Scores: Native demonstrates adequate email deliverability with a minor spam score and effective email size management, positioning itself as a notable player in this aspect. Briogeo excels in email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Anese showcases positive spam scores and effective email size management, demonstrating competence in email deliverability. Mario Badescu exhibits positive spam scores but requires improvements in email size management. BRAVO SIERRA and other brands face challenges in both spam scores and email size management, necessitating strategic adjustments to improve email deliverability.

Advertising Performance: Dr. Squatch leads in advertising with 114 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Native closely follows with 87 impactful ads, showcasing a variety of unique copies and strong advertising volume. Glossier demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Personal Care Brands industry. Briogeo, Athena Club, and Mario Badescu face challenges in advertising volume and diversity, necessitating strategic adjustments to effectively engage consumers and remain competitive.

Email Marketing Overview: In the shaving industry, despite a 46.51% reduction in average emails sent, brands showcased diverse email strategies. Manscaped led with 21 emails, securing a good performance despite a high promotion percentage. Supply demonstrated excellence with a 72.5% email scoring and a balanced promotion approach. Hanni and Bevel maintained good performances, with Hanni exhibiting notable email scoring. Flamingo and Harrys faced challenges, with Harrys notably struggling with both a poor email scoring and a high promotion percentage.

Email Deliverability Insights: Leaf Shave demonstrated exceptional email deliverability with a significantly low spam score and a manageable email size. Harrys, despite a slightly increased spam score, maintained a good deliverability with a small email size. Manscaped struggled with both a high spam score and a large email size, impacting deliverability. Hanni faced challenges with fair deliverability, indicated by a decreased spam score and a large email size. BigMoustache faced issues with both spam score and email size, impacting overall deliverability. Estrid maintained good deliverability despite a significantly decreased spam score.

Ads Performance: The industry experienced a 6.54% increase in average ads published. Manscaped led in advertising with 121 new ads, showcasing diverse content and securing a strong presence. Harrys and Billie also demonstrated good advertising impact with 91 and 49 new ads, respectively. However, brands like OneBlade and BigMoustache struggled with both ad volume and content diversity. Leaf Shave, despite not engaging in social ads, maintained a solid position with exceptional deliverability.

Email Marketing Overview: The personal care industry has witnessed a notable decrease in average emails sent, dropping by 39.39% to 12.0 per brand. Glossier stands out with 18 emails, showcasing a balanced approach to email marketing, scoring 68.22% in performance. Mario Badescu leads with 40 emails, maintaining a good performance despite high promotional content. Native and Briogeo exhibit strong email deliverability, with Native overcoming a slight increase in spam score. Billie, while sending fewer emails, engages effectively with a good performance rate.

Email Deliverability Insights: Despite the industry facing an overall increase in spam scores by 2.41%, specific brands like Annmarie and Dr. Squatch manage to maintain excellent email deliverability with scores of -2.89 and -1.66, respectively. Anese and Blume face challenges with larger email sizes, potentially impacting deliverability. Athena Club struggles with both a slightly increased spam score and large email sizes, highlighting areas for improvement. Native showcases a unique situation, with an average spam score close to 0. This indicates potential deliverability concerns that need attention.

Ads Performance: Advertising in the personal care sector has seen a significant decrease, with an average of 44.87 ads per brand. Glossier and Dr. Squatch lead with diverse ads, combining both images and videos effectively. Native maintains a strong advertising presence with 100 ads, focusing on visual content. In contrast, brands like Billie, Blume, and BRAVO SIERRA lag in ad volume. Social ad diversity highlights the varying approaches, with Glossier utilizing a balanced mix of images and videos, while BRAVO SIERRA struggles with limited visual content. Overall, the industry requires a reinvigorated advertising strategy to enhance engagement and brand visibility.

Email Brilliance: In the Shaving industry, FFS leads with an impressive email strategy, sending 6.73 emails on average, striking a balance between frequency and performance. Supply closely follows, excelling in both quantity and email scoring, proving its efficacy. Manscaped, while maintaining good frequency, faces challenges in email scoring, signaling room for improvement. Hanni and OneBlade, though commendable, show a slight performance dip. Notably, Flamingo and Billie struggle, grappling with both frequency and performance metrics. To dominate this space, a harmonious blend of engaging content and optimal email frequency is imperative.

Deliverability Dynamics: Deliverability-wise, Harrys emerges as a star with an excellent spam score and well-optimized email size. In contrast, Leaf Shave faces challenges with a higher spam score and subpar email size. Manscaped and Flamingo struggle, indicating issues with both spam score and email size optimization. The Shaving industry must refine strategies to ensure emails not only reach inboxes but also offer a seamless user experience, with an ideal balance between spam scores and email size.

Ads Variety and Vigor: In the advertising arena, Manscaped takes the lead with a robust strategy, featuring 91 new ads, showcasing both diversity and frequency. Harrys closely follows, demonstrating a rich variety with 55 new ads. Billie, OneBlade, and Hanni maintain a good balance. However, FFS and Supply struggle in this aspect, indicating a need for more diverse and frequent ad campaigns. The Shaving market demands a dynamic ad approach with a blend of captivating images and engaging videos to maintain consumer interest and interaction.

Email Marketing Overview: In the realm of personal care, Annmarie takes the lead, sending an impressive 15.07 emails on average. Mario Badescu and Glossier follow closely, demonstrating robust performance in both frequency and email scoring. Notably, Dr. Squatch, despite sending fewer emails, maintains high email scoring. However, Native and Billie struggle, sending fewer emails with compromised scores. The competition is fierce, with brands employing diverse strategies to engage their audience.

Email Deliverability Insights: Native and Briogeo shine in email deliverability with impressive spam scores of -0.6 and -1.27, respectively. On the flip side, Billie and Dr. Squatch grapple with higher email sizes, affecting deliverability. Annmarie and Glossier showcase good practices, ensuring emails are optimized for delivery, whereas Athena Club faces challenges in this regard. Brands need to balance content richness with email optimization for better reach and engagement.

Ads Performance Snapshot: Glossier stands out in advertising, with 221 unique copies and a diverse range of images and videos. Dr. Squatch and Native also excel in ad velocity, maintaining a good balance between images and videos. In contrast, Annmarie and Mario Badescu lag in this aspect, requiring a more varied advertising strategy. The industry emphasizes the need for dynamic and diverse ad content to capture and retain consumer attention.

Email Marketing Summary: FFS leads the shaving industry with a good email marketing strategy, sending a decent number of emails and having a good email scoring, although they need to work on increasing promotions. Manscaped follows, but they have room for improvement in both email scoring and promotions. Supply is also strong in email marketing, excelling in email scoring and promotions. The mid-tier includes brands like OneBlade, Leaf Shave, and Hanni. Balls and Flamingo have good promotion rates but need to improve email scoring. Bevel, Harrys, BigMoustache, Estrid, Dollar Shave Club, Billie, and Boldking need significant enhancements in their email marketing approaches.

Email Deliverability Summary: Leaf Shave performs well in email deliverability with a low spam score and email size. Harrys excels in email size and spam score. Manscaped has a mixed performance but needs to improve spam scores. Supply and Bevel have good email size, while Bevel also has a good spam score. Hanni has a balanced performance in email size and spam score. The mid-tier includes Dollar Shave Club, Balls, Flamingo, and OneBlade. FFS, BigMoustache, Estrid, Billie, and Boldking need substantial improvements in email deliverability, particularly in spam scores.

Ads Performance Summary: Harrys leads in advertising performance with a high number of new ads and diverse unique copies. Manscaped follows closely with an impressive number of new ads and unique copies. Billie is strong in the number of new ads but needs to work on unique copy diversity. Bevel and Hanni have decent advertising performance with a good balance of new ads and unique copies. OneBlade lags in new ads but excels in unique copy diversity. FFS, Leaf Shave, and Supply need improvements in both the number of new ads and unique copy diversity. Brands like Boldking, Balls, Flamingo, Estrid, BigMoustache, and Dollar Shave Club have various performance levels in advertising and should focus on strengthening their strategies.

Email Marketing Summary: In the personal care industry, Annmarie leads the way with a robust email marketing strategy. They send a high volume of emails with a balanced focus on scoring and promotions. Mario Badescu also performs well but needs improvement in email scoring. Glossier is solid but could boost its promotion rates. Briogeo demonstrates a strong strategy with a focus on both email scoring and promotions. Brands like Dr. Squatch, Anese, Blume, and BRAVO SIERRA need to enhance their email strategies to compete effectively. Black Wolf, Native, Burst Oral Care, Athena Club, and Billie lag behind and should reevaluate their email marketing approaches.

Email Deliverability Summary: Native excels in email deliverability with a good spam score and email size. Briogeo is another strong performer in this category, with optimal spam scores and email sizes. Mario Badescu follows but should improve email size and spam scores. BRAVO SIERRA and Anese achieve good spam scores but need to work on email size optimization. Dr. Squatch and Black Wolf have room for enhancement in both areas. Brands like Burst Oral Care, Blume, Annmarie, and Athena Club should significantly improve their email deliverability practices. Billie, Naturally Serious, and Bruush need to develop a strategy from scratch in this aspect.

Ads Performance Summary: Glossier takes the lead in advertising performance with a high number of new ads and a diverse range of unique copies. Black Wolf and Billie are strong contenders, displaying good ad velocity and unique ad copies. Briogeo also excels with impressive ad performance. However, Native, Mario Badescu, Athena Club, Burst Oral Care, and Blume need improvements in their advertising strategies to stay competitive in the personal care industry. BRAVO SIERRA, Anese, Annmarie, and Dr. Squatch lag behind in ad performance, requiring significant changes to enhance their advertising strategies.

In June, Mario Badescu took the lead in emails, sending a total of 44 emails. Annmarie, which previously held the top position, came in second with 39 emails sent during this month.

Shifting to advertising, Glossier claimed the top spot with 139 new ads created. Dr. Squatch, on the other hand, utilized the highest number of ad copies (55) among the brands this month, incorporating them into their 109 new ads.

Regarding the ad media used, Glossier focused more on images than videos, utilizing 96 images and 43 videos. In contrast, Dr. Squatch employed more videos than images, with 84 videos and 25 images used in their ads.

In the month of June, Manscaped took the lead in emails with 13 emails sent, closely followed by OneBlade in the second position with 12 emails.

Shifting to advertising, Harrys emerged again as the leader with 149 new ads created, while Manscaped secured the second position with 91 new ads. It's noteworthy that Manscaped utilized the highest number of ad copies (51) among the brands in the benchmark.

Regarding their ad strategies, both Harrys and Manscaped emphasized images over videos in their new ads this month. Harrys incorporated 86 images compared to 62 videos, while Manscaped used 51 images and 40 videos.

In August, Mario Badescu sent the most emails, totaling 42, while Annmarie followed with 36 emails.

Regarding advertisements, Native ranked first by publishing 81 new ads, and Briogeo came after with 70 new ads. Mario Badescu led in using the most different ad versions (33).

In terms of ad approach, Native focused more on videos, while Briogeo used more images compared to videos. Specifically, Native had 65 videos and 16 videos, whereas Briogeo used 63 videos and just 6 images.

In August, FFS led with 21 emails sent. Manscaped followed second with 19 emails, 63% of which were promotional.

Regarding advertising, Harrys was the leader again with 120 new ads created, and Flamingo followed with 73 new ads.

In terms of ad strategy, both Harrys and Flamingo emphasized videos over images. Harrys used 64 videos and 55 images, while Flamingo employed 70 videos and only 3 images.

Email Marketing Summary: Manscaped leads the shaving industry in email marketing, sending the most emails with a good email scoring. Leaf Shave and FFS also perform well in email marketing. Brands like Boldking and Dollar Shave Club have not been active in email marketing.

Email Deliverability Summary: Leaf Shave excels in email deliverability with a good spam score and optimized email size. Harrys also performs well in email deliverability. Manscaped needs to improve its spam score.

Ads Performance Summary: Harrys dominates in advertising, with the highest number of new ads detected and good unique copy performance. Manscaped and Billie also perform well in advertising. Brands like Balls and Dollar Shave Club have minimal advertising presence.

In summary, Manscaped leads in email marketing, Leaf Shave excels in email deliverability, and Harrys dominates in advertising within the shaving industry. However, some brands like Boldking and Dollar Shave Club need to enhance their marketing efforts.

Email Marketing Summary: Mario Badescu leads the personal care industry in email marketing, sending the highest number of emails with a good email scoring. Annmarie and Glossier also perform well in email marketing. Brands like Anese and Black Wolf need to reduce promotional emails.

Email Deliverability Summary: Native excels in email deliverability with a good spam score and optimized email size. Briogeo and Anese also perform well in email deliverability. Mario Badescu needs to improve email size optimization.

Ads Performance Summary: Dr. Squatch dominates in advertising, with the highest number of new ads detected and good unique copy performance. Glossier and Mario Badescu also perform well in advertising. Brands like Bruush and Naturally Serious have minimal advertising presence.

In summary, Mario Badescu is a leader in email marketing within the personal care industry. Native excels in email deliverability. Dr. Squatch dominates in advertising. However, some brands like Bruush and Naturally Serious have limited marketing efforts.

During July, Manscaped remains at the forefront with 13 emails, and Flamingo closely follows with 12 emails.

In the realm of advertising, Harrys maintains its dominance, creating 122 new ads, while FFS trails behind with 56 new ads.

Regarding ad strategy, Harrys continues to emphasize videos, utilizing 76 videos and 46 images, while FFS focuses on images, using 49 images and only 7 videos.

In July, Mario Badescu maintains its lead in emails with 46, while Annmarie follows closely with 36 emails.

Regarding the number of new ads created, Dr. Squatch and Glossier are once again at the forefront, but this time Dr. Squatch (147) has surpassed Glossier (137). Remarkably, Glossier utilized the highest number of ad copies (35) this month.

In terms of ad strategy, Dr. Squatch focuses on videos, while Glossier favors images. Dr. Squatch uses 142 videos vs. only 5 images, and Glossier employs 72 images vs. 65 videos.

During May, Annmarie and Mario Badescu maintained their leading positions again. Annemarie sent 44 emails and Mario Badescu in the second position with 40 emails, of which a notable 90% were promotional.

In terms of ads, Dr. Squatch is again the leader with a total of 59 new ads. Followed by Blume with 53 new ads and the highest number of ad copies used with a total of 37 used in May's ads.

In terms of ad strategy, Dr. Squatch and Blume's ones are different. Dr. Squatch is focused more on videos with 40 new videos versus 19 new images, while Blume opted more for images in its new ads with 35 images versus only 13 videos.

In the month of May, Supply claimed the top spot in email Marketing with a total of 11 emails sent. Not far behind, Flamingo and Manscaped both in the second position with 10 emails sent each.

Turning our attention to ad creation, Harrys emerged as the leader by crafting an impressive 118 new ads. Manscaped showcased their advertising prowess by securing the second position with 87 new ads, boasting the highest number of unique ad copies among all the shaving brands in our Benchmark, with a total of 44 variations.

When it comes to ad strategy, Harrys showcased a preference for utilizing images, incorporating 68 images alongside 50 videos in their new ads for May. On the other hand, Manscaped adopted a balanced approach by employing 44 images in conjunction with 42 videos.

During the month of March, Manscaped dominated email marketing with 14 emails sent, followed by Supply with 11 emails. In terms of ad creation, Leaf Shave takes the lead with the highest number of new ads launched at 60, accompanied by 26 unique ad copies. Manscaped follows closely behind with 58 new ads created, but they have the highest number of unique ad copies at 37.

Regarding media preferences, Leaf Shave seems to be more focused on videos than images, with 43 videos and only 17 images used in their new ads. Meanwhile, Manscaped is more inclined towards images, having used 34 images and 24 videos in their new ads during the same period.

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Annmarie and Mario Badescu both sent 36 emails in March, followed by Briogeo with 22 emails.

Glossier has taken the lead in terms of the number of new ads launched this month with 56 new ads, followed by Black Wolf with 51 new ads. Moreover, Glossier has used the highest number of ad copies among all the brands for its new ads during this period.

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In April, Annmarie took the lead in terms of emails sent with 35, followed by Mario Badescu with 30. Meanwhile, Dr. Squatch was the most active in ad creation with 60 new ads, followed closely by Black Wolf with 59. In terms of ad strategy, Black Wolf used 35 new videos and 24 new images, while Dr. Squatch focused 100% on using videos with 60 new videos and 0 new images. Stay tuned for more updates on beauty brands' marketing performance!

In April, Manscaped and Supply were the top email senders in the Men's Grooming industry, with 14 and 12 promotional emails sent, respectively. Manscaped and Leaf Shave were the top ad creators, each launching 60 new ads, with Flamingo following closely with 48 new ads created. Manscaped utilized the highest number of ad copies during this period, with 47 new copies in their ads. In terms of media preference, Manscaped and Flamingo focused more on using images, with Manscaped using 40 new images vs. 20 new videos, and Flamingo using 48 new images vs. 0 new videos. Meanwhile, Leaf Shave was more focused on videos, with 38 new videos vs. 22 new images.

Compared to March, Manscaped and Supply had almost similar number of emails sent. However, Leaf Shave had more new ads in March, with 60 new ads created, primarily focused on video content with 71% of their new media featuring videos.