MOB

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.

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: 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 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 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 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.

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, 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.

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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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.