US luxury skin care brand index
The luxury skin care brand Charlotte Tilbury has during 2021 had the impressive 153% year-on-year growth. Resulting in the conglomerate PUIG buying the brand. We where curious to both understand the future and understand what has driven the market impact so far.
The impact the brands on Share of Search:
Charlotte Tilbury growth clearly indicated by Share of Search
Search drivers:
Charlotte Tilbury market impact mostly driven by communicating product attributes to build preference over time
The key for growth, celebrity endorsers?
Sentiment analysis on mentions data:
How we did it:
Methodology in choosing the brands:
Looked for the Top 10 competitors defined by US market share (Statista)
Setting up the tracker:
E.g Main brand Charlotte Tilbury + link term
Share of Search:
“Share of Search” is the most accurate measurement of consumer and business purchasing intent and demand. For the first time, businesses can use AI/Machine Learning and big data to track consumer interest in buying their products and their competitors’ products and why. Want to know your competitors’ market share or your own?
Share of Search correlates on average, 83% of a brand’s market share.
Share of Search analysis vs Panel data:
My Telescope uses data on what people actually search for and not what they think they might need when asked. As the advertising guru David Ogilvy once said, ” Consumers don’t think how they feel. They don’t say what they think, and they don’t do what they say.”