While category leadership pre-Cyber 5 doesn’t guarantee leadership during and post-Cyber 5, it is certainly the most favorable position to drive going into the holiday season.
Below you will find the Cyber 5 Front Runners in this category across the top 3 US category retailers. We will be tracking the ecommerce performance of these and other top category brand leaders in the days leading up to Thanksgiving and during the Cyber 5 weekend, and will recap the Cyber 5 Finalists that emerge victorious post-event!
The top 3 retailers for shampoo in the US are Amazon, Ulta.com, and Walmart.com. This is a highly fragmented category as reflected by the lack of consistent presence of any one brand across the three - only Matrix, Paul Mitchell, Pureology, and Head and Shoulders appear on two. Otherwise, winning brands reflect each retailer's strategy, such as Pura D'Or topping Amazon's list while Suave tops Walmart's. The fragmentation means that this category will be highly dynamic during Cyber 5, with scrappier brands driving promotions and advertising to capitalize on the holiday traffic.