Long controlled by a handful of brands with the majority beauty market share, the tide is turning. From hair tools to a "miracle" hair mask (and all the anti-aging, sleep-inducing products in between), Amazon has become a destination for discovering the hottest beauty products.
We're taking a look at the most popular mascaras on Amazon at the moment.
We leveraged DataHawk's Amazon ranking tool to analyze the competitive dynamics around the "mascara" keyword on Amazon by looking at products that appeared the most on the first page of search results over the past 3 days in the US. We analyzed 146 products from 77 brands ranking on page 1 for the Keyword “mascara.”
Maybelline New York and L’Oreal Paris are found to be the top-selling brands with 19 & 21 products each. Essence Cosmetics is in the 3rd position. These top labels cover 47.5% of the market share in the mascara category on Amazon. Our study helped us analyze the best and lowest-ranked products in the Mascara category.
Share of Voice Organic Ranking Leaderboard
Here is an overview of the brands that had products spending the most time in the top rankings organically for the keyword “Mascara”.
In our Share Of Voice Research, we analyze the number of days during which products belonging to each brand have ranked organically in our desired ranking range, for our analyzed period and for our desired set of search queries. The result is used to compute the Share of Voice and efficiency by product.
The top-performing Brand as seen above is Maybelline New York, priced at an average $7, it has a share of voice of 12.3%. L’Oreal Paris is the nearest competitor to Maybelline New York both in terms of pricing and share of voice. Priced at $10 it has a share of voice 16.8%.
Having more number of products is clearly not the criteria for having a larger Share Of Voice. There are a number of other factors that impact this. One of them is the average price, a great indication of how pricing is impacting the organic ranking results on Amazon.
The product with the highest average price - “Benefit Mascara” priced at $28 has a share of voice of only 0.7% out of a total of 77 brands that we have analyzed. In fact, the products priced in the range of $3 - $15 capture 85.6% of Share Of Voice from the top 30 brands on Page 1 for this query. The other brands left with a share of Voice of 4.4% are priced at an average of $20.
The best average ranking list is dominated by Tetyananaturals & VivienneSabó with only 1 product each. In fact, “Silk Fiber Lash Waterproof Mascara” for which Tetyananaturals is ranking on Amazon is one of the most trending products’ of the brand. Next in the list is the Honest Beauty Store at rank#8. This highlights the trends of the market for vegan cosmetics. The three brands mentioned, offer cruelty-free products. Veganism, once considered a niche concept, has now become mainstream.
We also found that the average price of the 30 brands ranking organically on page1 is $12. The top 10 Brands capture a 64.8% Organic Share of Voice out of a total of 77 Brands that had at least one product that made it to page1.
Share of Voice Sponsored Ranking Leaderboard
Here is an overview of the brands that had sponsored products spending the most time in the top rankings for the analyzed keyword "Mascara".
The top-performing Brand, Maybelline New York with 19 products in the organic section has only 2 products as sponsored on Page1. This makes a 2% share of voice for Maybelline in the sponsored products section. Out of the top 30, there are only 4 brands with 21 sponsored products ranking on Page 1, with a share of voice of 74.5%. The rest 25.5% of sponsored products from other brands that did not make it to the top 30.
It is rather interesting to see that the brand “Cover Girl”, ranked 4th, has the most sponsored products on Page 1, bagging an SOV of 49.7%. VivienneSabó has a 10.5% SoV with only 1 sponsored product. In fact, it is the second-best ranked brand in the sponsored category.
At DataHawk, we also compute Amazon product competition scores that reflect to what extent the product is deemed to be competitive on Amazon and it’s based on a set of parameters such as the Pricing, Reviews, and Ratings of the competing products that are ranking for a given keyword. Here is our scorecard for the top competitor in this category.
It can be inferred that the competition in this category is super high, especially for the top 5 rank positions. A product in this category with good ratings and in the average price range could make it to the top 30 for sure.
It can be seen here that the most sponsored products come from the brands - Cover Girl, VivienneSabó & Rimmel. It is significant that L’Oreal Paris & Essence are two top brands ranking organically with no sponsored products. They have a 23.1% share of voice on the first page. The competition for this keyword “Mascara” is seen to be tough but with the right insights and correlations, it is vincible.
Most of the products ranking for this Keyword are ranking organically. If you are a brand in this niche it is important to understand how using smart branding and carefully designed packaging, innovative brands are able to differentiate themselves from their competition.
The Organic Share Of Voice vs. Average Selling Price
WetnWild has surely made its own space in this niche. Priced at 3$ it offers cruelty-free products thus giving a solid competition to other vegan brands like Tetyananaturals & VivienneSabó. It is also competing with the top three brands in terms of share of voice that have more than 3 times the number of products WetnWild has on page 1.
This graph is very helpful to identify the competition on the basis of Average Selling Price.
We can see that BareMinerals ranking organically is in very close competition with rank#10 Momoup, both ranking for 1 product each at the same price. The difference in their average rankings is significant.
It is significant that brands are challenged with building a loyal consumer base in multiple directions, and, at the same time faced with the difficulties in competing with the wave of agile, innovative smaller brands that are founded on similar values, and a strong sense of self-expression. It is thus very important to have a clear picture of who you are competing with and how. Amazon has also been very active in the beauty &personal care category. All the brands and major beauty multinationals, for instance, Unilever, are also keeping a track of significant threat by Amazon, especially after their launch of “Belei.” The power of data insights in beauty is exigent.
DataHawk enables you to make such an analysis very quickly. Download the complete analysis here.
Our study helped us analyze the best and lowest-ranked products in the Mascara category. Understanding why some products are best-sellers gives a blueprint to brands and sellers to follow. You can get all these tips and tricks with DataHawk. Read our 2min guides and use cases to master ranking on Amazon.