Brand case study · Beauty and wellness supplements · Paid and organic social
BeMe and five rivals ran 2,174 ads, and 1,858 told the same story
SOMIN analysed 3,222 posts and ads from BeMe and five supplement rivals. Most ads told one beauty, wellness and self-care story, and rivals' content was 85.73% to 91.12% similar to BeMe's.
The challenge
How similar BeMe's content is to five supplement rivals
Rivals: Absolute Collagen, MaryRuth's, NeoCell, Vital Proteins and Youtheory. Which audiences and problems do their ads address, and where is a distinct angle?
The approach
3,222 posts and ads labelled, compared and clustered
- Tagged all content with SOMIN's content concept framework.
- Measured cosine similarity between brands.
- Clustered 2,174 ads by basic insight, then by addressable problem.
- Explored society, psychology and economic angles on skincare and haircare doubts.
Key findings
1,858 ads in one theme, and rivals close to BeMe
1,858 of 2,174 ads tell one beauty and self-care story
Split by basic insight, against 302 for Wellness, Care, and Relationships.
Rivals are 85.73% to 91.12% similar to BeMe
Vital Proteins is the least similar, NeoCell the most.
MaryRuth's ran 47.65% of the ads, BeMe 8.56%
That is 1,036 ads. Absolute Collagen ran 522 (24.01%) and BeMe 186.
What SOMIN delivered
Seven ad themes, a similarity matrix and three stories
- A similarity matrix, plus the top diverging interests of MaryRuth's and Vital Proteins
- Seven ad themes by basic insight, six by addressable problem, sized per brand
- Doubt drivers, from body image and fear of ageing to the cost of quality products
- Three stories: The Mirror of Doubt, The Reflection of Diversity and The Price of Perfection
“True beauty and confidence bloom from self-acceptance, not from chasing unattainable ideals.”
From the SOMIN briefing
The outcome
BeMe can speak to buyers' doubts about skincare and haircare
The category tells one story in very similar ways. SOMIN's three expressions turn buyers' skincare and haircare doubts into stories of self-acceptance, diversity and value.
FAQ
BeMe case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
What data did SOMIN analyse?
2,174 paid ads over six months and 1,048 organic posts over four years, from six brands.
How did SOMIN measure brand similarity?
Cosine similarity across audiences, interests, aspirations and needs, with BeMe as the 100% baseline; labels came from an Azure LLM and SODA.
How are the story expressions made?
A concept, its theme and a psychological factor form a story template that an LLM expands, ending in a one-line insight.
Get the full BeMe case study
Every page of the brand briefing: the data, the whitespace, the personas and the creative. Free, straight after a short form.