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.
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.
We'll highlight here some marketing creative assets (ads or emails mostly) used by brands in the
Jones Road Beauty
The world of makeup is full of endless possibilities to express your unique style and personality. Whether you're a makeup enthusiast or a newbie, the makeup brands in this category offer a wide range of products to help you achieve any look you desire. From bold and daring to subtle and natural, the choices are endless. So, the big challenge for these brands may be to appeal perfectly to each customer's unique needs knowing that there is a huge competition out there in the market. From high-end to affordable makeup brands, let's find out how they promote their ability to cater to any customers' preferences and skin types to let them create the perfect makeup look for any occasion.