5 Top Brands in Lip Cosmetics
Jumpshot has always sought to help eCommerce marketing teams tackle their biggest challenges with market data and research. And the recent launch of two new tools in the Insights platform will help with even more specificity. The Cross-Shopping and Purchase Analysis sections of Insights allow brands and retailers to understand who they are losing customers to and who their true competitors are with in-depth analysis of the path-to-purchase.
Using these new tools, we wanted to put these analytics to work so we examined Cross-Shopping over multiple shopping sessions and Purchase Analysis in the beauty and makeup category for lip products within the past 60 days.
Not all lip products are the same—price points are different and make a huge impact on which brands a consumer might consider. For this reason, we grouped the lip products by price into three classes: $10 and under, $11- $20 and $21 and over. Within the established price points, we looked at the number of transactions for each class. For under $10, Maybelline was the leader, for the moderate range, MAC stole the show and at the pricier level, Clinique was the victor.
For the lower-end price point, Maybelline is the leader in lip products category with 7% of all transactions in the category in the past 60 days. The leading brands for lip products by transaction volume, excluding the price point classes, include Maybelline, MAC, Revlon, NYX, and L’Oreal. The race to number one was a tight one, with the top three brands separated by a small number of conversions. Maybelline had 36,792 transactions, followed by MAC at 36,455 and Revlon in third place at 35,818.
Beauty as a whole is a strong category for digital commerce, with transactions increasing 6% year-over-year. Maybelline offers a number of lip products ranging from endless shades of lip liner to vibrant, out-of-this-world lip glosses. This is no different from other top lip brands in the subcategory; however, Maybelline is at the lower end of the price spectrum with the average lip products under $7; the average for the category is 2x that at $14.10. Consumers appear to buy brands under $10 the most frequently.
It is notable that, although Maybelline is in the front overall for transactions with a low price point, Revlon is the winner in terms of conversion rate. 13.2% of Revlon shoppers who looked at a product ended up buying, followed by L’Oreal at 10.7% and Maybelline’s at just over 10%.
Cross-Shopping: In Market Browsing vs. Converted Buyers
With the Cross–Shopping and Purchase Analysis tools, we considered the distinct behavior between consumers browsing in the market for lip products and the customers who converted and completed purchases. The Cross-Shopping card uncovers consumers’ consideration sets when shopping within a category, as well as their cross-brand or cross-domain purchases. For prospective customers, the tool just considers “in-market” customers, those who looked at products within the category.
Here we saw that 75.8% of customers who looked at lip products viewed just one brand. Among all consumers browsing for lip products who viewed just one brand, Maybelline was that brand 5.2% of the time. When two brands were viewed, a Maybelline product was included 9.1% of the time. Naturally, the more brands a potential consumer viewed, the likelihood that one of the brands would be Maybelline increased.
By comparing the Maybelline percentages to a brand like Revlon, you can see that Revlon is just not in as many Consideration Sets as Maybelline is:
But Revlon is the leading brand for Maybelline browsers to also interact with. When multiple brands were browsed, the top brands’ consumers cross interacted with were Revlon at 9.1%, L’Oreal at 8.9% and NYX at 8.2%.
Additionally, for customers who viewed NYX products, the top competing viewed brand was Maybelline at 7.7%. NYX and Maybelline have similar price points, though NYX lip products on average are less than Maybelline’s’ at about $5.52. It appears views and price aren’t the issues holding NYX back in transaction growth. The culprit might be search engine traffic. NYX had 39% paid search traffic vs. Maybelline who had 48%. NYX may be able to boost its competitiveness with an effective paid search strategy.
Journey Mapping: Will the Real Competition Please Stand Up?
The one-of-a-kind Purchase Analysis in Jumpshot’s Insights platform allows users to compare what consumers purchased versus after they viewed a product page. Using the three boxes at the top of the card, you can toggle between three funnels of analysis. This allowed us to isolate sessions that consisted of Maybelline-only views, cross-browsing sessions with viewed of Maybelline and other brands, as well as browsing sessions with Maybelline absent from the list.
We were able to follow the path from interaction to purchase to see how much the leader had grown in views and transactions year-over-year to successfully take the front spot in transactions as a whole and in lip products under $10. Maybelline has grown views on its lip products by 10.5% YoY with 1.6M views in the 60-day time frame over multiple shopping sessions.
A shopping session represents a period of activity that starts with an interaction with a product within a category, in this case, the beauty category, and lip products, and ends 24 hours after the first conversion or after seven days has elapsed with no conversion. Counting shopping behavior this way is more effective than looking just at the date range because it captures sessions that may have started before or after whatever date range is put into a tool for analysis. And it captures shopping sessions that may have resulted in multiple brands viewed and multiple brands purchased.
When a consumer viewed more than one lip product online, we looked at when they viewed products from Maybelline and from other brands. Of the viewed brands, 17.5% of customers made purchases. Of the 129,925 shopping sessions that included lip products that incorporated Maybelline, 22,772 purchased a product. Within that count of purchasers, 50.6% bought a lip product(s) from the brand Maybelline.
Viewing the brands who considered Maybelline but purchased another brand yields insight into Maybelline’s competition. Although MAC is number two in transactions just below Maybelline by a few hundred in terms of the overall transaction, the real threat for Maybelline appears to be Revlon, who represented 12.5% of customers who viewed products from Maybelline but ended up purchasing from a different brand. This makes sense when you consider the fact that Revlon is within the same price class as Maybelline, with the average price at $7.09.
MAC, however, is in the moderate price range. While MAC is not a top competitor for Maybelline, we looked deeper to see the purchase journey for MAC as the top brand purchased in the medium price point range. When a consumer only viewed products from MAC, 9.7% of customers made purchases. When MAC and other brands were purchased, 45% of purchases were MAC brands. The leading competition for MAC is NYX, which represented 7.2% of the other brands that were purchased when shoppers cross shopped MAC and other brands. This was somewhat surprising since NYX and MAC are sold at two different price points; NYX is on the lower end and MAC is in the middle price range.
L’Oreal Paris is owning 3 products in the Top 5 in the category with 55% of the market for the Top 5. L’Oreal Paris owns the brands NYX, Maybelline, and Loreal. This might explain why paid search isn’t distributed equally among all brands. Cannibalization is a real concern for most companies and it can often shorten strong growth strategies and impact brand budgets. Here it appears that L’Oreal Paris has turned the threat into an opportunity.
We still have our work cut out with analyzing the lower and middle-level price points in the lip product category and we will continue to follow the progress over the year.
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