1、Skin CareRetail Visibility Report*Based on a representative sample of 12,316 brand photo tags from November 7, 2020 December 21, 2020群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信：xxyg_weixxyg_wei备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销
2、战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料Cerave and Cetaphil are growing together and this growth could soon accelerateCe
3、rave and Cetaphil are the two brands in the Skin Care category with the strongest positive correlation in their week-to-week performance. The overall visibility for these two brands is also sloping upwards.The brands have a similar creative look-and-feel and jointly create an impactful white brand b
4、lock with strong contrast against their respective green and blue logosIn many cases, the white brand block is built up even further by brands like Spectro, Eucerin, and private label as well as a longer tail of smaller brands like Gold Bond, Nizoral and Benzagel that use white to reinforce their br
5、and positioning as clinical products* Photo taken at Jean Coutu on 1116 Mountain Road in Moncton, New Brunswick on December 19, 2020Cerave & CetaphilHere are some examples of Cerave and Cetaphil adjacent to one another in the main section of the Skin Care category across 6 different retailers this m
6、onthCetaphil and Cerave also share similar display strategies, concentrating investment with Walmart, Rexall, and RCSS. There is an opportunity for both brands to grow their display presence at other major retailers.Examples of Cetaphil displaysCetaphil is reaching the tipping point of fly-wheeling
7、from a challenger brand to a top competitorThe chart below shows each brands share of display vs. their share of the main section. It reveals the critical mass (marked by the red line) that a brand in the Skin Care category needs to achieve in the main section before retailers start providing that b
8、rand with material out-of-section display support. Cetaphil seems to be nearing the cusp. If the brand continues to gain visibility in the main section, we can expect to see more retailersupport for its promotional displays, driving accelerated growth and propelling the brand closer to brands like G
9、arnier, Biore, and Nivea. Given the strong positive correlation Cetaphil has with Cerave, the latter would likely also benefit from faster growth in this scenario.The future will largely be shaped by near-term category management recommendations and the extent to which they favour Cetaphil vs. the c
10、ategorys major players or other smaller brands in the category.Cetaphils growth is having a negative effect on Neutrogenas share of category visibility while Aveenoseems be less impacted by the brand.One reason this might be happening is that private label utilizes a checkerboarding strategy with Av
11、eenowhich has the effect of increasing the Aveeno brand block, potentially shielding it from the white block jointly created by Eucerin, Cetaphil, and Cerave.Some examples of Aveeno and private label adjacent to one another in the main section of the Skin Care category across 6 different retailers t
12、his monthHowever, competing with private label has the disadvantage of sometimes experiencing confrontational competitive activity. In the last 6 weeks, private label was more aggressive in targeting Aveeno across major Drug retailers vs. the Grocery and Mass channels.Additional InsightsCostco was t
13、he only retailer to provide material support for Elizabeth ArdenThe brands prominent display was a white pallet with a simple design placed adjacent to Olay, LOreal, and NeutrogenaIn addition to Elizabeth Arden, Costco also provided increased support for smaller brands like Bio-Oil, Boscia, and The
14、Face ShopExample of Elizabeth Arden pallet at CostcoMarketers can capture more shopper attention in the Skin Care category by properly using faces in their display creativeFaces tend to attract a lot of attention which weve observed across a number of displays in this category and other categories.W
15、hen designing displays, marketers might want to consider placing their logo near the face like Aveeno or having strong contrast like Kirkland so that the initial attention from the face haloes back to the brand. Shopper Heatmaps1-3 seconds. Thats about all the time you get win a shoppers attention o
16、r get lost in the shuffle. Heatmaps on Shelfgram let you toggle a photo overlay that predicts just that using the latest in artificial intelligence!Skin Care InsightsLOreals Walmart display was effective at capturing competitive shopper attentionThis month, we noticed an effective tactic by LOreal a
17、t Walmart where the brand included a front-facing model along the side of a display.This had the effect of redirecting shopper attention away from the competition on the other side of the 4-way display due to the prominence of the face in the creative.Brands might also want to employ this strategy t
18、o attract shoppers that are browsing adjacent aisles to an endcap display.Aveeno and Olay are market leaders but still have strong growth potential by patching execution gapsAveeno and Olay have achieved similar results by investing in different strategiesThere is an opportunity for each brand to pu
19、ll ahead by patching their execution gapsFor Aveeno, the key is to get some display support at Brunet and Atlantic Supertore and increase share of display at Lawtons Drugs and RCSSFor Olay, the key is to get display support at Uniprix, Lawtons Drugs, and Brunet and increase the brands share of the m
20、ain section at LoblawsBrands can achieve incremental display through a multi-category portfolio or by over-investing in individual retailer relationshipsDove, Marcelle, and Burts Bees all benefitted from a disproportioned share of display relative to their share of the main section. In fact, these t
21、hree brands had the lowest share of the main section in the category.Although a relatively small player in facial skin care, Dove achieved high display visibility in this category through a portfolio strategy leveraging the brands displays in the bodywash and hair care categories.For Burts Bees and
22、Marcelle, it was heavy investment at Shoppers Drug Mart and at Jean Coutu respectively.Book a demo to learn moreBy investing in Retail Pipelines, you can track the top winners and losers each week, get recommendations on execution gaps to close, learn which details your best - or worst - performing stores have in common, and rapidly shape category strategies to unlock future growth in your business.
