Opportunity
Kenvue has pulled back 50.6%
Kenvue spent $88.5M across Jan–Jul, down from $179.1M — $90.6M out of the category. Its share of spend fell 649 basis points to 6.4%.
ActIdentify the categories and channels Kenvue vacated and test whether share there is cheaper to hold than it was a year ago.
Risk
Olay carries 10.6% of spend for 2.1% of market
A gap of -8.54 points on $154.7M of spend, +33.1% year over year. Whatever the money is buying, the retail panel is not seeing it come back as share.
ActBefore any further weight goes behind Olay, review creative effectiveness and media mix — added budget against an unconverted base widens the gap rather than closing it.
Strength
CeraVe converts at +2.31 points
4.6% of tracked sales on 2.3% of tracked spend, from $71.2M (+8.1%). It is the most efficient brand we own in the measured set.
ActTest whether CeraVe's channel mix travels — it is the internal benchmark the weaker brands in the portfolio should be read against.
Momentum
Cosmetics is the category's growth engine at +59.1%
$254.2M of spend, up from $159.8M — 18.4% of everything measured. We hold 63.3% of it.
ActDefend the position — rising category spend means the cost of holding this share is going up.
Our mix
$43.6M of new money went into OLV
L'Oréal USA took OLV from $31.2M to $74.8M, +139.7%. It is the single largest move in our own channel mix this period.
ActSet the measurement for this before the next planning cycle — a shift this size needs an answer on what it returned, not just what it cost.
Competitive
Procter & Gamble leads Instagram, the category's largest channel we do not own
$257.9M flows through Instagram. Procter & Gamble holds 37.4% of it; we hold 17.0%, +6.6 points year over year.
ActDecide whether to contest Instagram properly or concede it and concentrate the budget where we already lead — the current position does neither.
Where the money is moving
Category momentum
Year-over-year change in category spend, Jan–Jul 2026 against 2025
Fragrances/Perfumes
+1112.4%*
Fragrances/Perfumes moved +1112.4% ($515K to $6.2M) — marked * and capped at the chart's scale so a swing off a negligible base does not crush the rest. The meaningful movement is Hair Styling Tools at -80.0%, on $847K of spend.
Our own mix
Where L'Oréal USA moved its money
L'Oréal USA spend by subchannel, Jan–Jul 2026 against 2025
Digital Display / Video
-27.4%
OLV, TikTok, Instagram absorbed $90.4M of L'Oréal USA's $103.3M increase — 88% of it. Linear TV remains the largest single line at $113.6M.
Pacing
Category spend by month
Both years over the same months, so the comparison is like for like.
The window is trimmed to Jan, Feb, Mar, Apr, May, Jun, Jul: 5 month(s) dropped from 2025 so the spans match.
Television
Share of voice, by gross rating points
Television is traded in ratings, not dollars, so this is the honest measure of presence on it — and a different question from share of spend. Digital rows carry no GRPs, so the denominator here is television only.
L'Oréal USA
40.7%+14.6 pts
Procter & Gamble
29.1%-0.3 pts
The Sanofi Group
3.9%+1.8 pts
Et Browne Drug
1.4%+1.3 pts
Where the social signal would sit
A connected listening source — Sprinklr, Brandwatch, Talkwalker — would surface live sentiment, creator activity and trending claims next to the spend data above, refreshed on the same cadence. Until one is connected, the Social listening tab carries a supplied report with its own window and brand set, and nothing on this page is drawn from it. Nothing here is a sample: every figure above comes from the loaded snapshot.
