Maybelline ‘bats eyelashes’ at top spot
Offline Cosmetics market leader Maybelline bats its eyelashes in the mascara category, with a strong search performace across its large product portfolio. The other Top 5 market leaders in the Top 20 Mascara Clavis Insight Index, CI2 ranking, with some more closely reflecting their offline dominance online than others. MAC, second place in the market, is 13th on the Mascara CI2 ranking, with some room to grow in its search performance. Meanwhile, CoverGirl, L’Oréal and Clinique — third through fifth place in U.S. Cosmetics market share, respectively — all land in the top six of the Mascara CI2 ranking, winning with strong content integrity and either above-average search results or with a broad, well-distributed mascara portfolio. Smaller player, Blinc, is able to nudge its way into the Top 5 with above-average availability and very strong performance on search.
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Search is the new shelf
Optimizing a brand to rank in the Top 20 against key category search terms and then consistently monitoring search performance is imperative for online success. According to Millward Brown Digital, less than 30% of Amazon shoppers click beyond the first page of search results, so if a brand is not returning on the first one to two pages of key search term results, it isn’t 'on shelf' for those consumers. For offline market leaders, it’s critical that their offline share of shelf is reflected in their search results against key category search terms, such as ‘mascara’ in this case.
The Clavis Insight Index (CI2) is a proprietary benchmark for measuring online retail store presence and performance for brands. The CI2 is derived from four key performance indicators: product availability, image presence, content integrity and overall search rank.