Glossier

Glossier leads in multiple areas, especially in organic traffic, ad volume, and success scores, with figures like 551,676 organic visits, a 96.17% ad score, and a 77.74% success score. This positions it as a dominant player. ColourPop and Fenty Beauty follow closely; ColourPop has a strong ad and email presence, with a 56.89% growth score, 80.1% email score, and 57.57% success score. Fenty excels in email, achieving an 82.01% email score and consistent advertising with a 45.22% ad score. These brands' consistent performance indicates their market strength.

Milk Makeup and Rare Beauty are also competitive but rank just below the leaders. Milk Makeup’s diverse strategy includes a 53.24% growth score, 77.59% email score, and 61.24% ad score, showing balanced performance across channels. Rare Beauty impresses with its high ad score at 88.04% and significant organic traffic of 675,582, pointing to solid brand visibility and reach. Saie and Jones Road Beauty exhibit potential with scores like Saie’s 65.17% email score and Jones Road's 86.77% ad score, though they trail behind in overall impact.

Lower performers include Axiology, Haleys, and 19/99 Beauty. Axiology’s limited success across metrics, with a 22.69% success score, and minimal organic traffic at 2,565, reflects its struggle to gain traction. Haleys and 19/99 Beauty have weak ad and email strategies, and low scores such as Haleys' 27.34% success score and 19/99 Beauty's 13.02% success score indicate a need for improved marketing engagement. These brands lag in visibility and overall growth, signaling limited influence in the current competitive landscape.

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: Smashbox leads in email marketing with 29 emails sent, demonstrating good email scoring despite poor promotion rates, showcasing effective audience engagement. Fenty Beauty closely follows, sending 25 emails, with good email scoring and fair promotion performance, indicating strong audience targeting strategies. ColourPop showcases robust email marketing practices, sending 23 emails with good email scoring and promotion rates, reflecting effective audience engagement efforts and promotional strategies.

Email Deliverability and Spam Scores: Axiology maintains commendable email deliverability with a good spam score despite poor email size performance, suggesting efficient content management practices. Saie exhibits fair email deliverability, with a good spam score but poor email size performance, indicating room for improvement in content optimization. Fenty Beauty demonstrates strong email deliverability with a good spam score and good email size performance, ensuring consistent inbox placement and content optimization.

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 makeup market. Rare Beauty closely follows with 62 impactful ads, reflecting robust advertising presence and engagement diversity, effectively engaging with its target audience. The Original MakeUp Eraser maintains solid advertising impact with 54 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: ColourPop emerges as a leader with 32 emails, boasting good performance with a high email scoring rate of 71.09% and a balanced promotion percentage. Fenty Beauty follows closely with 27 emails, demonstrating good performance but needing improvements in email scoring and promotional strategies. Smashbox showcases potential with 26 emails but requires enhancements in email scoring and promotion tactics to effectively engage consumers. Glossier and Milk Makeup exhibit strong performances with 20 emails each, reflecting strategic email marketing approaches and minimal promotional content.

Email Deliverability and Spam Scores: Axiology stands out in email deliverability with a positive spam score and effective email size management, positioning itself as a notable player in this aspect. Saie demonstrates strong email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Fenty Beauty excels in email deliverability with a positive spam score, despite needing improvements in email size management. MOB and other brands face challenges in both spam scores and email size management, necessitating strategic adjustments to enhance email deliverability.

Advertising Impact and Diversity: Rare Beauty leads in advertising with 71 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Glossier closely follows with 70 impactful ads, showcasing a variety of unique copies and strong advertising volume. Jones Road Beauty demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Makeup Brands industry. Milk Makeup and The Original MakeUp Eraser 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 December 2023, the makeup industry witnessed a 30.41% decrease in average emails sent. ColourPop led with 34 emails, showcasing a good balance with a 76.97% performance score. Milk Makeup and Glossier closely followed, maintaining strong performance in email marketing. Fenty Beauty and Saie demonstrated fair performance, with Fenty Beauty facing challenges in both scoring and promotion percentage. Rare Beauty showcased a good performance despite a lower volume of emails, while Smashbox struggled with a higher promotion percentage, impacting overall email effectiveness.

Email Deliverability Insights: Despite Saie's increase in spam score, its deliverability remains fair with an average score of -1.47. Brands like Axiology and MOB showed good deliverability despite challenges in email size, with Axiology overcoming a high spam score. Jones Road Beauty faced challenges with a slightly increased spam score but maintained good deliverability. Smashbox, with a notable spam score increase and large email size, faces significant deliverability concerns. Aisling Organic exhibited exceptional deliverability despite an extremely small email size.

Ads Performance: The makeup industry observed a 36.45% decrease in average ads published, reflecting a shift in advertising strategies. Glossier led with 123 ads, demonstrating a well-rounded advertising approach with a balance of images and videos. Rare Beauty showcased a strong advertising presence with 70 ads and a good mix of visuals. The Original MakeUp Eraser and Milk Makeup maintained a good balance between images and videos, while Smashbox struggled with a high proportion of video content. ColourPop faced challenges with both a lower ad volume and a lack of diversity in ad content. Jones Road Beauty showcased a robust ad strategy with a good mix of visuals, indicating a potential for increased brand engagement.

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 Marketing Landscape: In the makeup industry, ColourPop emerges as the email marketing champion, sending an impressive 14.6 emails on average. Notably, Glossier excels with a high email score of 68.46%, showcasing effective engagement. Smashbox, despite sending fewer emails, grapples with email scoring, highlighting a potential need for content refinement. Haleys and The Original MakeUp Eraser lag behind, struggling with both email volume and scoring. The makeup sector demands a balanced approach, where frequency meets content quality for optimal engagement.

Email Deliverability Efficiency: When it comes to email deliverability, Axiology and Saie shine with excellent spam scores and well-optimized email sizes. However, Fenty Beauty and MOB face challenges, with suboptimal scores impacting their reach. Glossier strikes a balance, displaying good spam scores despite larger email sizes. Haleys, with a minimal spam score improvement, needs to enhance email size optimization. The makeup brands' journey towards better deliverability requires a fine-tuning of email content and size for a seamless inbox experience.

Ads Velocity and Diversity: Glossier leads in advertising with an impressive 221 unique copies, demonstrating both velocity and diversity. Jones Road Beauty and Milk Makeup follow suit, showcasing dynamic ad strategies. Fenty Beauty and Smashbox struggle to diversify, emphasizing the need for a more varied ad approach. Social ad diversity sees Axiology and Saie falling behind, while brands like The Original MakeUp Eraser display a balanced mix. The makeup industry thrives on captivating visuals and varied ad content to maintain consumer interest and drive conversion.

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: ColourPop dominates the makeup industry with the most extensive email marketing strategy. They send a substantial number of emails with a strong focus on email scoring and promotions. Smashbox, although performing well, struggles with email scoring. Glossier maintains a solid email marketing approach but could increase promotion rates. Fenty Beauty also performs well but needs to improve its email scoring. The Original MakeUp Eraser has a good balance between email scoring and promotions. Brands like Haleys, r.e.m. beauty, and Saie must enhance their email marketing strategies significantly. Rare Beauty, Milk Makeup, Jones Road Beauty, MOB, Axiology, and 19/99 Beauty need major improvements in their email marketing efforts.

Email Deliverability Summary: Axiology shines in email deliverability, boasting optimal email size and spam scores. Saie demonstrates strong email deliverability, excelling in both email size and spam scores. Fenty Beauty achieves good email size but lacks in spam scores. MOB struggles with both email size and spam scores. Brands like Milk Makeup and Aisling Organic perform well in email deliverability, but data is missing in some categories. r.e.m. beauty, 19/99 Beauty, and Glossier need to enhance their email deliverability practices. ColourPop, The Original MakeUp Eraser, Haleys, and Rare Beauty are in the yellow zone, with room for improvement in email deliverability.

Ads Performance Summary: Glossier takes the lead in advertising performance with the highest number of new ads and a diverse range of unique copies. Rare Beauty and The Original MakeUp Eraser closely follow with strong ad performance. ColourPop excels in ad velocity but needs to work on having more unique ad copies. Brands like Axiology and r.e.m. beauty also demonstrate good advertising strategies. Fenty Beauty and Haleys need to improve their advertising tactics to stay competitive. Smashbox, Saie, 19/99 Beauty, Jones Road Beauty, and MOB lag behind in ad performance, requiring substantial changes to enhance their advertising 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 June, ColourPop and Smashbox maintained their positions as the top brands in terms of emails. ColourPop secured the first position with a total of 34 emails, while Smashbox followed behind with 23 emails.

Shifting to advertising, Glossier emerged as the leader with 139 new ads created this month, utilizing the highest number of ad copies (47) among the benchmark brands. Jones Road Beauty took the second position with 65 new ads with a very low number of ad copies (4).

Regarding their ad strategies, Glossier leaned more towards using images over videos, employing 96 images and 43 videos. On the other hand, Jones Road Beauty focused more on videos, utilizing 43 videos and 22 images in their ads.

During July, ColorPop remains the leader in emails with 44, while Glossier secures the second position with 26 emails.

When it comes to advertising, Glossier continues to maintain its top position with 137 new ads created and the highest number of ad copies (35) this month. Jones Road Beauty follows with 75 new ads.

Regarding their ad strategy, Glossier prioritizes images, while Jones Road Beauty utilizes more videos. Glossier uses 72 images vs. 65 videos, while Jones Road Beauty employs 55 videos vs. 20 images.

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, ColourPop led in emails with 37. Smashbox and Glossier held the second spot with 22 emails each.

For advertising, ColourPop stood out with 112 new ads made, while Jones Road Beauty created 86 new ads.

In terms of advertising approach, ColourPop emphasized images, while Jones Road Beauty leaned towards videos. ColourPop used 90 images and 20 videos, while Jones Road Beauty employed 57 videos and 29 images.

Email Marketing Summary: ColourPop is the leader in the makeup industry for email marketing, sending the highest number of emails with good email scoring. Smashbox and Glossier also perform well in email marketing. Brands like Aisling Organic and MOB need to improve their email marketing efforts.

Email Deliverability Summary: Axiology excels in email deliverability with a good spam score and optimized email size. Saie also performs well in email deliverability. Smashbox needs to improve its email size optimization.

Ads Performance Summary: Rare Beauty leads in advertising with the highest number of new ads detected and good unique copy performance. Glossier and Jones Road Beauty also perform well in advertising. Brands like Aisling Organic and MOB have minimal advertising presence.

In summary, ColourPop is a leader in email marketing within the makeup industry. Axiology excels in email deliverability. Rare Beauty dominates in advertising. However, some brands like Aisling Organic and MOB 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.

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 May, ColourPop is again the lead in emails with a total of 30 emails sent. Closely followed this month by Smasdhbox with 24 emails.

Regarding ads, The Original MakeUp Eraser created 64 new ads leading all makeup brands of our benchmark. ColourPop in the second position with 56 new ads created and the highest number of ad copies with 26 unique ad copies used in all May's ads.

In terms of ad strategy, The Original MakeUp Eraser was focused more on using videos with 37 videos versus 27 images in its new ads launched during May. Meanwhile, ColourPop opted more for the image-centric approach, using 36 images versus only 14 videos in its new ads.

In March, ColourPop emerged as the leading email sender with 37 emails, while Glossier took the lead in new ads created with 39 ads launched. Glossier's ad strategy solely focused on using images, with 30 new images used in their new ads. Glossier's marketing efforts were geared towards visually appealing imagery.

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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, ColourPop continued to dominate with the highest number of emails sent at 37 compared to March, followed by Glossier with 20 emails sent. In terms of new ads created during the same period, Glossier was again the top performer with 47 new ads launched, while Jones Road Beauty was in second place with 41 new ads.

In terms of ad strategy, Glossier continued to focus more on using images with 40 new images versus only 7 new videos in their new ads launched during April. Meanwhile, Jones Road Beauty opted for a video-centric approach, using 41 new videos in its new ads.