Let's focus today on the best selling product in the Beauty & Personal Care category on Amazon for the period 03/06/19 to 03/06/20 . At DataHawk we have analyzed over 139 unique products from 98 brands. The top-performing brand being Neutrogena and the top-performing product being “Neutrogena Makeup Remover”. The average price for the category " Beauty & Personal Care " is $17.78. With an average product rating count of 6,262, the average product ratings for the category were found to be ☆4.47.
Let us now analyze the category on different parameters.
1. Top Performing Brands:
Brands that had the longest presence in the top 10 BSR with at least one product from 03/06/19 and 03/06/20.
10 brands that made it to the Top 10 list for most of the year are represented here from the “Beauty & Personal care” category on Amazon, including, Neutrogena, Schick, Revlon, Q-tips Swab, Aztec Secret, Tinkle, Chloven, Crest, Thayers & Phillips.
Neutrogena is topping the list with only 2 products by presence rate of 94.52% which means either one or both products of this brand have been in the top 10 on Amazon for 345 days of the year. Schick is on rank 2 in terms of presence rate with only 1 product for 280 days of the year.
It is however striking that 6 brands out of the top 10 have had only 1 or 2 products in the top 10 list with their presence in top 10 for more than 50% time of the year.
Amazon also launched its first house brands in the early 2000s and now has more than 125 names. It is interesting that Amazon is not appearing in the top 10 list for the “Beauty & Personal care” category, which is very unlikely if you see the other categories that we have researched on so far.
2. Top Performing Products Overview:
This section is all about products dominating the Best Seller Ranking:
“Neutrogena’s makeup remover” is the top product on the list with a presence rate of 92%. It is a $8.97 product that is clinically proven to get rid of 99.3-percent of the most stubborn makeup, including waterproof mascara. The Johnson & Johnson subsidiary has its products distributed in over 70 countries using Amazon for all its available market places.
Second on the list is “Exfoliating dermaplaning tool/ eyebrow razor” by Schick, which has had a presence of 76% of the year which is 280 days. The brand owned by Edgewell Personal Care is second to Gillet in terms of global sales, beating Gillet on Amazon though.
The $56.89 Revlon One-Step Hair Dryer & Volumizer Hot Air Brush is ranked 3rd on the list with the presence rate of 74%, which means 273 days of the year. The 2-in-1 styling tool places the power of a dryer and volume of a styler in your hands to deliver effortlessly beautiful, frizz-free & brilliant shine in a single pass. It is very interesting as it is compared to the very strong player Dyson's Airwrap styler, to which Revlon has given a clear defeat on Amazon.
We also monitored, “Healing Clay by Aztec Secret”, “Eyebrow Razor by Tinkle”, “Hair Scrunchies by Chloven” & “Philips hairdryer” which is on number 9 on the list for 29% time of the year (106 days) and other products on the list. It is noticeable that all the products falling on the list are different in terms of their description, thus they could be of competing brands but they belong to different subcategories. This means each product ranked in its subcategory is a sole winner except for Schick & Tinkle competing for eyebrow razors and Revlon and Philips for hair dryers.
3. Top 3 products dominating the Best Seller Ranking:
Let's now discover which products stayed the longest time in the Best Seller Ranking for the “Beauty & Personal Care” category on Amazon for the past one year in detail.
The big winner of the year is the “Neutrogena Makeup Remover Cleansing Towelettes, Daily Cleansing Face Wipes to Remove Waterproof 2 Pack”. With the average BSR of 2, this has a rating of 4.8 out of 5 and is priced at $8.97. (Voted to be the best in the category).
Next on the list is Schick Silk Touch-Up Multipurpose Exfoliating Dermaplaning Tool with an average BSR of 3 & a rating of 4.4 out of 5.
The third spot is acquired by the 4.4 stars rated “Revlon One-Step Hair Dryer & Volumizer Hot Air Brush, Black”, with 34,571 reviews and a presence rate of 74.79% of the year.
4. Distribution Strategy Per Brand
Here’s the distribution strategy for every brand in the top 10 in the category Beauty & Personal Care.
Neutrogena, Schick, Revlon & Crest are IP sellers using the Vendor Central interface, which shares 40% of this category on Amazon. The other 40% is shared by 4 brands with only 3P distribution, these are Chloven & Tinkle, Q-tips Swab & Aztec Secret.
Thayers & Phillips, on the other hand, have a share of 20% selling as both 3P and 1P.
5. Top 10 Products Keywords Focus
Following is the list of Search Volume, the Competition score, median Price, Ratings and Star Rating for products ranking organically on page 1 for a set of Keywords.
According to DataHawk Keyword Rank Tracker, we found that the top product on the list “Neutrogena Makeup Remover Cleansing Towelettes, Daily Cleansing Face Wipes to Remove Waterproof 2 Pack” ranks for the keyword “Makeup Remover” with a keyword competition score of B+ which is tough to fight for.
Similarly, “Schick’s eyebrow razor” ranks for the keyword “Eyebrow Razor” with the keyword competition score of B+ and a monthly search volume of 11,000.
It is very interesting to see how different parameters impact the rankings of products ranking on respective keywords.
For instance, for Revlon, “hairdryer” has a monthly search volume of 5000 which is very less in comparison to the rank 5 product, “Tinkle Dermaplaning Tool” ranking organically for “Straight Razor Kit” with the monthly search volume of 21,000.
Although, it is in direct competition with Schick’s eyebrow razor. We can compare the two and say that the major difference between the two products is in terms of their pricing and number of ratings.
6. Most sponsored product for the “Makeup Remover” search query
We also analyzed the subcategory “Makeup remover”. The most sponsored products on keyword “makeup removers” on Amazon US during the period 03/06/19 and 03/06/20:
Thanks to the DataHawk Keyword Research tool, we were able to rank the most sponsored products for any keyword for our given period. We found 847 products that have been sponsored for “Beauty & Personal Care” on Amazon US for the given time.
The best-sponsored product is the “Beauty America Gentle Eye Makeup Remover Oil-Free, No-Leak, Push-Top Pump, 4 pack ”, sponsored for 8 days (2.19% of the year). It is followed by the “Amazon Brand - Solimo Oil-Free Eye Makeup Remover, 4 Fluid Ounce Pack of 6”, sponsored for 6 days with a rating of 32.
Third and fourth in the search query are “Beauty Rules Bi-phase Makeup Remover for Eyes & Lips, 4.3 Fluid Ounce” sponsored for 6 days and, Mountain Falls Oil-Free Gentle Cleansing Eye Makeup Remover, Compare to Neutrogena, 5.5 Fluid Ounce sponsored for 5 days which is 1.24% of the year.
7. The top 10 products in terms of ratings, star rating and price in the Beauty & Personal Care category on Amazon US
This part of our research article deals with price, ratings, and reviews trends for the top 10 Best Seller Ranking products.
We looked at the most expensive product, the cheapest one, the product with the highest rating, and the one that has received the fewer reviews (and still made it to the top 10!).
Here are the results:
The average price for the Top 10 is $7.95, the average number of ratings is 1920, and the average star rating is around 4 out of 5.
We also found in the research that this is one of the categories which has a huge variety of products not only in terms of features and description but also their price.The maximum price of a product in this category is as high as $179.87 and the lowest is only $1.48.
8. Top 10 brands’ performance (ASP v/s Presence Rate)
In this part of our research article, we have presented the performance of brands in terms of their ASP with respect to the Presence Rate.
The brand with the highest ASP is Revlon at $56, followed by Philips at $49. Rest all the brands in the BSR Top 10 are below $12. The average ASP of this category is $17.18. However, Neutrogena with a price less than the average ASP, is a brand that dominates the Best Seller Rank, clearly topping the chart in this category. It has had the highest presence all through the year thus having the highest share of voice.
With the comparisons made on the basis of the Presence Rate, we also see that Schick and Revlon are close competitors but they have a huge difference in price. We also monitored that Crest with its 7 products is sharing the same presence rate with Philips which has maintained its presence with only two products.
9. How top brands are competing in the top category Beauty & Personal Care over the past year on Amazon US
In this section, we analyze the Blockbusters catalog size of the top 10 brands in the Beauty & Care category on Amazon US and then plot them using their total reviews in the X axis and their Brand Blockbuster Catalog Size in the Y axis.
Blockbuster SKUs: Number of products that entered the Top 10 spots in a given category over a given period of time.
Total Reviews of product: Amount of the total of reviews all the products that entered the Top 10 spots in a given category received.
From our research, we found that Crest is on top of the list with 21,629 reviews as it has 7 products that made it to the list, making the presence of the brand 35.62% of the year. Although it is not ranked higher in the presence rate category it has the highest number of reviews amongst all the brands.
The highest presence rate was that of Neutrogena present for 345 days of the year(92.5%) which has only 12,990 reviews, very less in comparison with Crest.
In the graph we can see a group of brands landing in the same space, very low on the reviews v/s SKU graph. Revlon and Schick being on rank 3 and rank 2 in presence are lagging behind in the number of reviews.
It is however striking that Aztec Secret has 26,972 number of reviews with only one product and Thayers has a review count of 23,259 with only 2 products, these two are surely Blockbuster brands with blockbuster products.
The Blockbuster catalog size analysis shows how difficult it is for brands to have more number of products having a high presence rate in the category “Beauty & Personal care” which is completely in contrast with the electronics category where brands have up to 35 products dominating the category throughout the year.
In our study, we looked at the most expensive product, the cheapest one, the product with the highest rating, and the one that had received the fewer reviews but still made it to the top 10.
Let us know in the comments how you feel about this episode, and see you soon for more ;)