Smashbox

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.

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: 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: 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: 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 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 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 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: 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 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: 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.

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 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.

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.

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.

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.

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 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 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, 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 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, 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.

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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