Digital Download: A Ranking of Beauty’s Most Relevant Retailers

With a brand lineup including some of the hottest social media players in the market, Ulta Beauty is winning the relevance game. According to Cherry Pick’s Beauty Retail Report, the retailer has a slight edge over arch competitor Sephora when it comes to brands that are driving consumer demand. Cherry Pick tracks and measures consumer demand for products, brands and categories in social media using a proprietary AI methodology. That information is then distilled into what it calls a POPI score, or the relative percent of demand for a specific product across social media. According to cofounder and chief executive officer Justin Stewart, the company is able to analyze intent at the product or stockkeeping-unit level. In its most recent report, the company tracked nine beauty retailers — Ulta Beauty, Sephora, Macy’s, Cult Beauty, Bloomingdale’s, Bluemercury, Target, Walmart and Space NK — from Jan. 1 through March 31 of this year to compare the demand for products in the online assortment of each retailer. Ulta Beauty achieved a POPI score of 18.69 percent, compared with 17.48 percent for Sephora. Cherry Pick broke out categories in color cosmetics. Macy’s scored third, with an overall POPI of 12.29 percent. On a category-by-category business, Sephora achieved the top-ranking POPI

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