Leading Brands in Consumer Packaged Goods: Q3 2024 Insights

Introduction

In Q3 2024, the Consumer Packaged Goods category in the United States witnessed remarkable performances from leading brands such as Bath & Body Works, Pampers Club & Rewards, and e.l.f. Beauty. Leveraging Sensor Tower’s comprehensive datasets, we delve into the monthly audience trends, app engagement, and advertising strategies of these brands. Sensor Tower’s unique ability to cross-reference web, app, and advertising data provides unparalleled insights into cross-platform user behavior.

Bath & Body Works

Bath & Body Works has sustained a robust digital presence through its website bathandbodyworks.com and the Bath & Body Works | B&BW app.

• Audience Trends: The monthly true audience remained stable above 14M throughout Q3, with a notable increase in web-only visitors in August. The website consistently attracted more visitors than the app, with September seeing over 10M unique monthly visits.

• App Engagement: The app experienced a steady rise in monthly active users, reaching over 5M by September, indicating growing mobile engagement.

• Ad Spend & Channels: Bath & Body Works diversified its advertising channels, with significant monthly spend on Facebook and Instagram. While OTT spending ceased after April, impressions from Facebook continued to deliver substantial reach.

Pampers Club & Rewards

Pampers leverages its website pampers.com and the Pampers Rewards app to engage with its audience.

• Audience Trends: The monthly true audience showed stability, hovering around 3M in Q3. The website consistently outperformed the app in terms of unique monthly visits, particularly in July.

• App Engagement: The app's monthly active users remained stable, with a slight increase in August and September, maintaining around 600K users.

• Ad Spend & Channels: Pampers' monthly ad spend decreased significantly over the quarter, focusing on Facebook and desktop video channels. Impressions on these platforms provided consistent reach despite reduced spending.

e.l.f. Beauty

e.l.f. Beauty's digital strategy utilizes the website elfcosmetics.com and the e.l.f. Cosmetics and Skincare app.

• Audience Trends: The monthly true audience showed a declining trend in Q3, with September seeing around 670K. The website continued to draw more visitors compared to the app.

• App Engagement: The app's monthly active users decreased over the quarter, stabilizing at just over 100K by September, reflecting a shift towards web engagement.

• Ad Spend & Channels: e.l.f. Beauty maintained a robust advertising presence with consistent monthly spending across platforms like Pinterest and YouTube, achieving broad impressions across these channels.

Conclusion

Q3 2024 highlighted the dynamic strategies of Bath & Body Works, Pampers, and e.l.f. Beauty in the Consumer Packaged Goods category. Through Sensor Tower’s comprehensive data offerings, brands can gain critical insights into audience behavior and optimize their digital strategies across web and app platforms. Sensor Tower continues to be the leader in providing detailed cross-platform data, essential for understanding the evolving digital landscape.