Leading Beauty Retail Brands in the U.S.: Analyzing Q4 2023 Trends

Introduction

In the dynamic world of beauty retail, understanding consumer engagement across platforms is crucial. In this article, we explore the Q4 2023 performance of three leading U.S. beauty retail brands: Ulta Salon, Cosmetics & Fragrance, Inc, Sephora, and Ipsy. Using comprehensive data from Sensor Tower, we uncover insights into their digital presence and advertising strategies.

Ulta Salon, Cosmetics & Fragrance, Inc

Ulta's digital ecosystem includes its website, ulta.com, and the Ulta Beauty: Makeup & Skincare app.

• Audience Trends: Throughout Q4 2023, ulta.com experienced a notable increase in visits, peaking at over 260M in November. The monthly True Audience also saw a significant rise, reaching nearly 30M in the same month.

• App Engagement: The app maintained strong engagement, with monthly active users surpassing 7M in November, indicating a stable mobile presence.

• Ad Spend & Channels: Ulta significantly increased its advertising efforts in Q4, with monthly spending peaking at over $19M in November. Most of this spend was on platforms like Facebook and OTT (Over-the-top media service).

Sephora

Sephora's digital presence includes its website, sephora.com, and the Sephora app.

• Audience Trends: Sephora.com saw a robust increase in visits, with a peak of over 220M in November. The monthly True Audience also increased, reaching approximately 25M.

• App Engagement: The app's monthly active users grew steadily, exceeding 5.7M by December, highlighting an increasing mobile user base.

• Ad Spend & Channels: Sephora's monthly ad spend saw a sharp increase in December, exceeding $38M, with significant investment in Instagram and OTT platforms.

Ipsy

Ipsy's digital footprint includes ipsy.com and the IPSY: Personalized Beauty app.

• Audience Trends: Ipsy.com had a fluctuating visit trend, peaking in November with over 15M visits. The monthly True Audience remained stable around 2M throughout the quarter.

• App Engagement: The app's monthly active users saw a slight decline, ending the year just below 460K.

• Ad Spend & Channels: Ipsy's monthly ad spend was more conservative compared to its competitors, with a peak of about $2.1M in October, primarily utilizing Facebook and Instagram.

Conclusion

The data from Q4 2023 showcases the diverse strategies of Ulta, Sephora, and Ipsy in engaging their audiences. Sensor Tower’s comprehensive insights provide invaluable understanding of cross-platform user behavior, offering brands a competitive edge in the beauty retail market. With robust data from Web Insights, Pathmatics, and App Performance Insights, Sensor Tower remains unparalleled in delivering critical insights for strategic decision-making.

By leveraging Sensor Tower’s sophisticated analytics, businesses can make informed decisions that drive growth and innovation in the competitive beauty sector. Explore more about our offerings and how they can transform your strategic approach.