Report: Strategy Case Study

Consumer Data, (De)Coded.

Strategy Case Study

Table of Contents:

About Us

Thayers Natural Remedies

Brand Analysis

Methodology

About Us

Social Standards is a comparative analytics platform transforming billions of social data points into benchmarked insights about every brand, product, feature, and trend consumers talk about. Innovative brands and investors use our data to make strategic decisions around product development, competitive differentiation, investments, and M&A opportunities so they can get ahead and stay ahead of the competition.

Key Takeaways

Conversation volume on Instagram about Thayers Natural Remedies has declined compared to the broader categories of Toners & Astringents and Skin Care YoY

Thayers appears very frequently and significantly in witch hazel conversations, suggesting two are synonymous.

There are potential expansion opportunities for Thayers in product categories and functionalities witch hazel consumers desire but aren't currently addressed by the brand.

Product Categories

Toners & Astringents

The graphic below examines Thayers Natural Remedies and its competitive set in the Toners & Astringents product category. Raw Penetration is represented on the y-axis which is the % frequency in which a brand was mentioned in Toners & Astringents conversations in Q1 2020. Raw Penetration 12-month change is represented on the x-axis , which shows how these brands have grown or declined in their share of Toner conversations year-over-year.

Thayers appeared in 0.64% of all Toners & Astringents conversations, which is a 25.5% decline from how frequently it was mentioned in this category in Q1 2019. Garnier, Neutrogena and The Ordinary have slightly gained share of the category, while all other competitors (including Thayers) lost share.

Brands mentioned in Toner & Astringent conversations

Graphed below are ingredients that appear most frequently in conversations on Toners & Astringents . Raw Penetration is represented on the y-axis which is the % frequency in which an ingredient was mentioned in Toner conversations in Q1 2020. Raw Penetration 12-month change is represented on the x-axis .

The Toners & Astringents consumer has become increasingly interested in various vitamins, acids, and collagen while less interested in natural, plant-based ingredients. Rose, essential oil and aloe vera remain at the top of frequently mentioned ingredients. Witch hazel , a key ingredient in Thayers conversations, has seen a 18.8% decline in its share of category.

Ingredients

Witch hazel

Those who talk about witch hazel on Instagram are spread out across gender and age groups, while they skew slightly African American and mid-high income .

They are also spread out across different regions in the US.

The graphic below shows most frequently and significantly mentioned brands in witch hazel conversations. Thayers was mentioned in 8.8% of all witch hazel conversations in Q1 2020, which by far exceeds how frequently other brands are mentioned alngside witch hazel. This suggests Thayers is synonymous with witch hazel.

Brands (filtered for objects with Reverse Penetration Percentile > 70th)

Graphed here are the key benefits that over-index in witch hazel conversations, with frequency of mentions represented on the y-axis and growth/decline of these terms in conversations around witch hazel on the x-axis . Concerns around acne and pores are the most frequently mentioned in witch hazel conversations, while specific tactics to tackle these concerns (e.g. cooling, calming, removing, purifying) are fast emerging. Moreover, interests seem to be shifting from acne and pimples to skin irritation and pH balance .

Benefits (filtered for objects with Raw Penetration > 1.5%)

Below is a graph of product categories that over-index in conversations about witch hazel . Toners & Astringents was mentioned in 42.7% of witch hazel conversations in Q1 2020, and the product category largely maintained its share YoY. Consumers are increasingly mentioning lip balm, cleansing products from cleansing water to foam, and exfoliators when talking about witch hazel.

Product categories (filtered for objects with Raw Penetration > 1%)

Thayers Natural Remedies

Brand Analysis

Thayers has declined in conversation volume on Instagram over the past year.

Activity: Thayers vs. Toners & Astringents

The Thayers audience on Instagram skew Male, age 30-34 and White/caucasian .

Conversations around Thayers are skewed towards the Northeast.

The graphic below shows brands that appear most frequently and significantly in Thayers conversations. Raw Penetration is represented on the x-axis which is the % frequency in which a brand was mentioned in Thayers conversations in Q1 2020. Penetration Percentile is represented on the y-axis , which shows how over-indexed these brands are in Thayers conversations.

Natural skincare brands spanning premium, masstige and mass are most commonly mentioned in conversations about Thayers. Many K-beauty (Missha, Mamonde, Banila Co, Klairs, Dr. Jart+, Etude House, Innisfree, CosRX, Laneige) and drugstore brands (Nivea, Bioderma, Garnier, Burt’s Bees, Neutrogena) dominate this list, and The Ordinary sits at the top by appearing in 9.1% of Thayers conversations.

Brands (filtered for objects with Penetration Percentile > 60th)

Graphed below are benefits that over-index in conversations of Thayers compared to other topics in the Beauty vertical; how these benefits over-index in Thayers conversations is represented on the y-axis , while growth/decline of these benefits within these conversations is represented on the x-axis . It seems consumers are increasingly talking about relieving skin irritation alongside Thayers.

Benefits (filtered for objects with Raw Penetration > 2%)

The graphic below shows product categories that appear most significantly in Thayers conversations (i.e. core categories ). Raw Penetration is represented on the y-axis which is the % frequency in which a product category was mentioned in Thayers conversations in Q1 2020. Raw Penetration 12-month change is represented on the x-axis , which shows how these products have grown or declined in their share of Thayers conversations year-over-year.

Toners appear most frequently in Thayers conversations, mentioned in 54.1% , followed by cleansers, masks and moisturizers. There are increasing mentions of lip exfoliants, lip balm, makeup removers and face mists , which suggest possible near-term expansions into these categories.

Product categories (ranked on significance to Thayers)

The graphic below shows product categories that appear most frequently in Thayers conversations. Penetration Percentile is represented on the y-axis -- categories above the grey area are over-represented in conversations about Thayers, while those below are under-represented. Raw Penetration 12-month change is represented on the x-axis , which shows how these products have grown or declined in their share of Thayers conversations year-over-year.

Categories that lie below the grey area (i.e. adjacent categories ) are currently less likely to appear in Thayers conversations than in other topics in the Beauty vertical despite their frequency of mentions. Growth in mentions of cosmetics, especially around lip gloss and face products suggest potential areas for expansion in the future .

Product categories (ranked on frequency of mentions in Thayers)

Below are formats that are commonly mentioned in Thayers conversations, with frequency of mentions on the y-axis and YoY growth in Thayers conversations on the x-axis . Oil, serums, spray and cream are the most frequntly mentioned; towlettes and foam are the fastest growing formats in conversations about the brand, which are potential form extension opporunities for Thayers.

Formats (filtered for objects with Penetration Percentile > 60th)

Graphed below are ingredients that appear most frequently in conversations on Thayers. Penetration Percentile is represented on the y-axis which shows how over-represented these ingredients are in Thayers conversations. Raw Penetration 12-month change is represented on the x-axis , which shows growth/decline of these ingredients in Thayers conversations year-over-year. This list is largely similar with commonly mentioned ingredients in Toner conversations . Witch hazel, rose, aloe vera and cucumber are highly over-indexed in conversations on Thayers.

Ingredients

In terms of fragrance, while witch hazel. rose, cucumber and unscented are the most over-indexed, lavendr, lemon and coconut seem to be increasing popular.

Methodology

To provide our clients with the latest insights, our proprietary platform collects, analyzes, and benchmarks social data. Here’s what that process looks like:

for more on methodology Click Here if you have additional questions, please email contact@socialstandards.com