Skincare - October - 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

October

2023

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

Table of content

Highlights & Summary

Email Marketing Summary: In the skincare industry, Boscia stands out as the leader with excellent email practices. Their emails strike a balance between content and promotions, ensuring strong email scoring and promotions. Ren Skincare and Kate Somerville follow closely with good email performance but need to improve promotions. Anese and Dr. Brandt Skincare maintain solid email practices, with Dr. Brandt Skincare focusing on promotions. Tata Harper excels in email scoring but lacks in promotions. cocokind needs to improve both email scoring and promotions. Pai Skincare is next in line, but it's crucial to work on promotions. KraveBeauty, HeyDay, OSKIA Skincare, Activist Skincare, Biossance, and Curology need comprehensive enhancements in their email marketing.

Email Deliverability Summary: HeyDay leads in email deliverability with an optimal spam score and email size. Boscia also maintains excellent email deliverability practices. Tata Harper achieves good email size but needs improvement in spam scores. Anese exhibits fair deliverability, with focus on email size optimization. Activist Skincare faces challenges with a high spam score but has optimal email size. Dr. Brandt Skincare and Ren Skincare fall into the fair category, emphasizing the need for improvements in both spam scores and email size. The remaining brands, including cocokind, Curology, Kate Somerville, Pai Skincare, Dr. Dennis Gross Skincare, KraveBeauty, OSKIA Skincare, and Biossance, require comprehensive enhancements in email deliverability.

Ads Performance Summary: In the skincare advertising arena, Curology and HeyDay lead the way with high ad velocity and a diverse range of unique ad copies. Dr. Brandt Skincare and Pai Skincare also exhibit strong ad practices, focusing on diverse ad copies. cocokind and Boscia maintain fair ad velocity but need to improve their unique ad copies. Anese and Tata Harper have areas for enhancement in both ad velocity and unique ad copies. Kate Somerville and Ren Skincare fall into the same category but have challenges with ad velocity. OSKIA Skincare, KraveBeauty, Dr. Dennis Gross Skincare, Biossance, and Activist Skincare need comprehensive improvements in their advertising strategies to remain competitive.

Emails sent on average

10.9

Ads published on average

30

Average Spam Score

2.0

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 10.87 61.02%
HeyDay
6

❌ Poor

65.0%

⚠️ Fair

Tata Harper
15

✅ Good

52.07%

❌ Poor

Anese
16

✅ Good

62.06%

⚠️ Fair

Activist Skincare
2

❌ Poor

36.5%

❌ Poor

Boscia
18

✅ Good

74.72%

✅ Good

OSKIA Skincare
4

❌ Poor

61.25%

⚠️ Fair

KraveBeauty
7

❌ Poor

73.57%

✅ Good

Curology
0

❌ Poor

0%

❌ Poor

Kate Somerville
20

✅ Good

57.95%

⚠️ Fair

Pai Skincare
10

⚠️ Fair

63.7%

⚠️ Fair

Dr. Brandt Skincare
14

✅ Good

67.71%

✅ Good

Dr. Dennis Gross Skincare
12

✅ Good

56.33%

⚠️ Fair

cocokind
12

✅ Good

49.83%

❌ Poor

Biossance
1

❌ Poor

59.0%

⚠️ Fair

Ren Skincare
26

✅ Good

58.77%

⚠️ 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 -1.97 1,656.8 kb
HeyDay
✅ -2.4

✅ Good

2,319.51 kb

❌ Poor

Tata Harper
✅ -1.53

❌ Poor

4,597.11 kb

❌ Poor

Anese
✅ -1.42

❌ Poor

1,558.37 kb

⚠️ Fair

Activist Skincare
⚠️ 4.4

❌ Poor

1,253.21 kb

✅ Good

Boscia
✅ -2.59

✅ Good

599.09 kb

✅ Good

OSKIA Skincare
✅ -6.0

✅ Good

4,555.86 kb

❌ Poor

KraveBeauty
✅ -3.16

✅ Good

866.88 kb

✅ Good

Curology
- -
Kate Somerville
✅ -1.9

⚠️ Fair

1,777.04 kb

⚠️ Fair

Pai Skincare
✅ -1.3

❌ Poor

553.98 kb

✅ Good

Dr. Brandt Skincare
✅ -2.09

⚠️ Fair

1,163.77 kb

✅ Good

Dr. Dennis Gross Skincare
✅ -2.32

✅ Good

1,884.69 kb

❌ Poor

cocokind
🟧 1.08

❌ Poor

1,038.76 kb

✅ Good

Biossance
- 731.46 kb

✅ Good

Ren Skincare
✅ -3.44

✅ Good

1,210.86 kb

✅ Good

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 30.27 14.27
HeyDay
87

❌ Poor

15

⚠️ Fair

Tata Harper
25

✅ Good

8

✅ Good

Anese
26

✅ Good

7

✅ Good

Activist Skincare
0

✅ Good

-
Boscia
28

⚠️ Fair

13

⚠️ Fair

OSKIA Skincare
4

✅ Good

2

✅ Good

KraveBeauty
0

✅ Good

-
Curology
90

❌ Poor

5

✅ Good

Kate Somerville
19

✅ Good

6

✅ Good

Pai Skincare
36

❌ Poor

15

⚠️ Fair

Dr. Brandt Skincare
64

❌ Poor

27

❌ Poor

Dr. Dennis Gross Skincare
31

⚠️ Fair

14

⚠️ Fair

cocokind
34

❌ Poor

9

✅ Good

Biossance
0

✅ Good

-
Ren Skincare
10

✅ Good

10

✅ Good

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 166 270 59.47%
HeyDay
7

✅ Good

80

✅ Good

91.95%
Tata Harper
17

✅ Good

7

✅ Good

28.0%
Anese
10

✅ Good

16

✅ Good

61.54%
Activist Skincare
0

✅ Good

0

✅ Good

-
Boscia
10

✅ Good

16

✅ Good

57.14%
OSKIA Skincare
0

✅ Good

4

✅ Good

100.0%
KraveBeauty
0

✅ Good

0

✅ Good

-
Curology
35

✅ Good

52

✅ Good

57.78%
Kate Somerville
6

✅ Good

13

✅ Good

68.42%
Pai Skincare
8

✅ Good

18

✅ Good

50.0%
Dr. Brandt Skincare
48

✅ Good

15

✅ Good

23.44%
Dr. Dennis Gross Skincare
0

✅ Good

31

✅ Good

100.0%
cocokind
19

✅ Good

14

✅ Good

41.18%
Biossance
0

✅ Good

0

✅ Good

-
Ren Skincare
6

✅ Good

4

✅ Good

40.0%

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

No items found.

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