Soap & Glory - Company Analysis

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Soap & Glory - Company Analysis

Depending on the country and e-commerce site, Soap & Glory best selling products include Sexy Mother Pucker™ XL Extreme-Plump, Peaches and Clean Deep Cleansing Milk, Face Soap & Clarity, and Heel Genius. The most recent marketing initiative of Soap & Glory focused on Sexy Mother Pucker.

UK Best Sellers

  • The best selling Soap & Glory products on the UK online site include Archery™ Brow Tint and Precision Pencil, Sexy Mother Pucker™ XL Extreme-Plump, Speed Plump™ All-Day Super Moisture, Peaches and Clean™ Deep Cleansing Milk, Sit Tight™ Super-Intense 4-D, and Kick Ass™ Pressed Powder.
  • The best selling Soap & Glory products on Boots UK online site include Clean On Me Creamy Clarifying Shower, The Righteous Butter, Flake Away body polish, Face Soap & Clarity™, Peaches and Clean Deep Cleansing Milk, and Heel Genius.

US Best Sellers

  • The best selling Soap & Glory products on the US online site include Hand Food™ Mini, The Righteous Butter™ Mini, Hand Food™, The Righteous Butter™ Body Lotion, The Righteous Butter™ Body Butter, and Clean On Me™.
  • The best selling Soap & Glory products on Ulta US online site include Face soap and Clarity Facial Wash, The Righteous Butter™, Sexy Mother Pucker™ XL Extreme-Plump, The Scrub of Your Life, and Heel Genius.

MARKETING INITIATIVES

  • In the US, Soap & Glory ran their #MoreThanLips campaign in early 2018, and it focused on Sexy Mother Pucker, their lip-plumping product.
  • They focused on the product in order to encourage women everywhere to boldly share their voice always regardless of the shade of their lip gloss. It was their contribution to the #MeToo movement.
  • Soap & Glory was motivated to create a safe space for courageous women who have found the courage to tell their stories, express themselves and proudly display their unique beauty.
  • Soap & Glory debuted a two-minute video on their campaign microsite, YouTube channel, and Instagram account to kick start the campaign. It featured the "pout-standing" lips and strong voices of different women.
  • For every post that was shared using the #MoreThanLips hashtag, they donated $5 (up to $20,000) to She Should Run, an organization dedicated to increasing the number of women contesting for elected office to 250,000 by 2030.
  • In the UK, Boots, the parent brand of Soap & Glory ran a marketing campaign in 2018 to "promote how beauty makes people feel, not how it makes them look".
  • The campaign involves a dance sequence which was briefly interjected with display of products from various Boots brands including No7 Match Made foundations, Soap & Glory blush, and Maybelline lipsticks.
  • The campaign was not focused on Soap & Glory so there was no mention of why Soap & Glory blush was included among the displayed products.

RESEARCH STRATEGY

We found best selling Soap & Glory products on their US and UK e-commerce sites as well as on Boots and e-commerce sites. The Walgreens, Target, and Skinstore e-commerce sites do not include best selling Soap & Glory products.

We determined that the #MoreThanLips campaign was the most recent marketing initiative of Soap & Glory in the US after scouring news report and marketing sites like PR Newswire, Popsugar, Adweek, and BestAdsOnTV.
The most recent marketing initiative in the UK was done by Boots and only featured Soap & Glory as one of their brands.

To find information regarding Soap & Glory's products in-store vs. online sales, we started by searching the UK and US websites of Soap & Glory. We explored their blogs and social media platforms for information regarding in-store vs. online sales. But we couldn’t find any relevant information. The websites only provided information on the online best selling products.

Next, we searched through third-party sites for relevant information. We explored credible news sites like The Guardian, CNBC, Reuters, and Financial Times, as well as marketing and retail sites such as Marketing Week and Essential Retail. This also did not yield any relevant information regarding Soap & Glory's products in-store vs. online sales.

We then expanded the search to Walgreens Boots Alliance, the parent company of the Soap & Glory brand. We hoped to find information which included the brands like Soap & Glory. We explored their annual report and third-party sites. This only yielded information about how Boot’s sales figures are decreasing without stating whether the decrease involved Soap & Glory products and if the decrease was experienced more on in-store sales or online sales. We also found information on how Boots is revamping its stores to attract customers but there was no reference to in-store vs. online sales. Also, reports regarding in-store vs. online retail sales by the US Commerce Department and the UK Office for National Statistics did not give details about the performance of different brands.

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