Skincare - August - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Skincare

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Skincare

industry, for the month of

August

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

In August, Kate Somerville maintains her lead in emails with 27 of which 37% are promotional and Anese secured the second position with 16 emails.

Regarding advertising, Curology and HeyDay both took the lead, each creating an impressive 116 new ads. However, HeyDay stands out by employing the highest number of ad copies at 37.

In terms of ad strategy this month, both Curology and HeyDay favor videos over images. Curology presents 70 videos compared to 44 images, while HeyDay employs 68 videos versus 48 images.

Emails sent on average

9.6

Ads published on average

42

Average Spam Score

1.7

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 9.6 56.34%
HeyDay
2

❌ Poor

68.0%

✅ Good

Tata Harper
15

✅ Good

41.13%

❌ Poor

Anese
16

✅ Good

50.94%

⚠️ Fair

Activist Skincare
3

❌ Poor

58.67%

⚠️ Fair

Boscia
11

✅ Good

70.36%

✅ Good

OSKIA Skincare
6

❌ Poor

68.17%

✅ Good

KraveBeauty
7

❌ Poor

61.0%

⚠️ Fair

Curology
0

❌ Poor

0%

❌ Poor

Kate Somerville
27

✅ Good

50.96%

⚠️ Fair

Pai Skincare
11

✅ Good

64.18%

✅ Good

Dr. Brandt Skincare
11

✅ Good

60.27%

⚠️ Fair

Dr. Dennis Gross Skincare
8

❌ Poor

54.38%

⚠️ Fair

cocokind
15

✅ Good

61.8%

⚠️ Fair

Biossance
0

❌ Poor

0%

❌ Poor

Ren Skincare
12

✅ Good

54.33%

⚠️ Fair

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -1.68 1,913.27 kb
HeyDay
✅ -0.1

❌ Poor

1,776.1 kb

⚠️ Fair

Tata Harper
✅ -0.39

❌ Poor

4,098.37 kb

❌ Poor

Anese
✅ -0.98

❌ Poor

1,765.82 kb

⚠️ Fair

Activist Skincare
✅ -2.6

✅ Good

937.37 kb

✅ Good

Boscia
✅ -2.39

✅ Good

773.49 kb

✅ Good

OSKIA Skincare
✅ -3.47

✅ Good

886.82 kb

✅ Good

KraveBeauty
✅ -2.6

✅ Good

2,580.33 kb

❌ Poor

Curology
- -
Kate Somerville
✅ -1.94

✅ Good

2,373.95 kb

❌ Poor

Pai Skincare
✅ -1.56

⚠️ Fair

786.75 kb

✅ Good

Dr. Brandt Skincare
✅ -1.55

⚠️ Fair

1,185.07 kb

✅ Good

Dr. Dennis Gross Skincare
✅ -2.5

✅ Good

3,021.38 kb

❌ Poor

cocokind
✅ -1.11

❌ Poor

760.15 kb

✅ Good

Biossance
- -
Ren Skincare
✅ -2.03

✅ Good

2,180.49 kb

❌ Poor

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 41.67 17.4
HeyDay
116

❌ Poor

12

✅ Good

Tata Harper
42

⚠️ Fair

11

✅ Good

Anese
88

❌ Poor

14

✅ Good

Activist Skincare
0

✅ Good

-
Boscia
10

✅ Good

8

✅ Good

OSKIA Skincare
8

✅ Good

2

✅ Good

KraveBeauty
0

✅ Good

-
Curology
116

❌ Poor

4

✅ Good

Kate Somerville
61

❌ Poor

14

✅ Good

Pai Skincare
19

✅ Good

5

✅ Good

Dr. Brandt Skincare
50

❌ Poor

15

✅ Good

Dr. Dennis Gross Skincare
40

⚠️ Fair

10

✅ Good

cocokind
8

✅ Good

1

✅ Good

Biossance
35

✅ Good

25

❌ Poor

Ren Skincare
32

✅ Good

22

❌ Poor

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 287 335 53.6%
HeyDay
48

✅ Good

68

✅ Good

58.62%
Tata Harper
33

✅ Good

9

✅ Good

21.43%
Anese
67

✅ Good

21

✅ Good

23.86%
Activist Skincare
0

✅ Good

0

✅ Good

-
Boscia
1

✅ Good

9

✅ Good

90.0%
OSKIA Skincare
7

✅ Good

1

✅ Good

12.5%
KraveBeauty
0

✅ Good

0

✅ Good

-
Curology
44

✅ Good

70

✅ Good

60.34%
Kate Somerville
17

✅ Good

44

✅ Good

72.13%
Pai Skincare
13

✅ Good

5

✅ Good

26.32%
Dr. Brandt Skincare
44

✅ Good

6

✅ Good

12.0%
Dr. Dennis Gross Skincare
0

✅ Good

40

✅ Good

100.0%
cocokind
1

✅ Good

7

✅ Good

87.5%
Biossance
3

✅ Good

32

✅ Good

91.43%
Ren Skincare
9

✅ Good

23

✅ Good

71.88%

Ads detected over time

Browse previous benchmarks

Skincare - January - 2024

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Skincare - December - 2023

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Skincare - November - 2023

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Skincare - October - 2023

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Skincare - September - 2023

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Skincare - August - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

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