How CP Skin Health Group Recovered Lost Traffic Using Similarweb's Market Visibility
CP Skin Health turned real-time market intelligence into strategic action to drive more traffic, optimize retail partners, and win back lost market share.
About CP Skin Health Group
While globally recognized for its oral care products, Colgate-Palmolive is also a leader in personal care, with a strong presence in the skincare market through the CP Skin Health Group. Since 2018, Colgate-Palmolive has expanded its skin health portfolio by acquiring Filorga®, EltaMD®, and PCA SKIN®, building a world-class organization of premium brands that are scientifically proven and professionally endorsed.
"Similarweb helps us analyze our market, competitors, and retail partners, as well as manage our ecommerce presence and identify untapped growth areas."
Dave Ericson
Retail Media Manager at CP Skin Health
The Challenge
Measuring market performance without blind spots
CP Skin Health’s ecommerce team needed better visibility into competitor performance and their digital marketing effectiveness.
Key questions remained unanswered: How did traffic compare across retail partners? Were they retaining customers or reaching new audiences? How did they perform in direct-to-consumer (DTC) sales vs. key competitors? Without clear industry benchmarks, optimizing ecommerce strategies across partners was a challenge.
Key questions remained unanswered: How did traffic compare across retail partners? Were they retaining customers or reaching new audiences? How did they perform in direct-to-consumer (DTC) sales vs. key competitors? Without clear industry benchmarks, optimizing ecommerce strategies across partners was a challenge.
The Solution
Building a clear, comprehensive view of the market
Similarweb provided real-time competitive intelligence, enabling CP Skin Health to monitor digital traffic, benchmark performance, and uncover new growth opportunities.
Instead of relying on partners for insights, CP Skin Health gained independent visibility— from industry-wide trends to brand-level performance—into competitor strategies, market shifts, and successful tactics used by other retailers through Similarweb’s platform.
Instead of relying on partners for insights, CP Skin Health gained independent visibility— from industry-wide trends to brand-level performance—into competitor strategies, market shifts, and successful tactics used by other retailers through Similarweb’s platform.
The Success
Identifying growth opportunities and winning back market share
A key win was optimizing one of CP Skin Health’s key ecommerce partners, where Similarweb revealed a slowdown in the Sun Protection Products (SPP) category growth. By segmenting traffic data, CP Skin Health identified performance gaps and implemented targeted strategies to boost engagement.
Similarweb provided brand-level insights on core etail partners, allowing CP Skin Health to accurately assess this partner’s performance against other skin care competitors. With a complete view of digital performance, CP Skin Health mapped competitive positioning, prioritized key retail battles, and refined digital marketing strategies to recover the brand’s lost traffic.
Similarweb provided brand-level insights on core etail partners, allowing CP Skin Health to accurately assess this partner’s performance against other skin care competitors. With a complete view of digital performance, CP Skin Health mapped competitive positioning, prioritized key retail battles, and refined digital marketing strategies to recover the brand’s lost traffic.
"With Similarweb, we are able to dive deeper into our retail partners’ traffic performance and gain insights on opportunities within our categories."
Marcia Lane
Senior Shopper Engagement Manager at CP Skin Health
The Business Impact
Driving sustained ecommerce growth through market intelligence
CP Skin Health is able to identify traffic gaps and take strategic action, quickly. Since partnering with Similarweb, the team has launched dozens of targeted media investment campaigns to drive more traffic to e-tail partners, optimized key brand pages for better visibility, and refined its targeted product keyword lists and SEO strategies to capture high-intent audiences.
Similarweb’s competitive intelligence platform has also enabled CP Skin Health to support retail partners by analyzing their performance against competitors and uncovering new opportunities for growth, driving sustained success across both DTC and retail channels.
Similarweb’s competitive intelligence platform has also enabled CP Skin Health to support retail partners by analyzing their performance against competitors and uncovering new opportunities for growth, driving sustained success across both DTC and retail channels.
