colourpop
Mid-marketStrategy breakdown for building a mid-market beauty brand. Learn from colourpop's pricing, catalog, and discount strategies.
1,316
Products
$23
Avg Price
18%
On Sale
1,073
Variants
Pricing Strategy
Price Distribution
Takeaway: Balanced pricing appeals to the largest market segment. Focus on value proposition and product quality.
Discount Strategy
18%
Products on Sale
31%
Avg Discount Depth
75%
Max Discount
18% of products are currently discounted.
Uses compare-at pricing to show savings and create urgency.
Takeaway: Strategic discounting for seasonal clearance or promotions. Balance between brand value and sales velocity.
Catalog Structure
Top Categories
Takeaway: A lean catalog with few variants per product simplifies inventory management and reduces SKU complexity.
Competitor Comparison
| Brand | Products | Avg Price | On Sale |
|---|---|---|---|
| colourpop(This brand) | 1,316 | $23 | 18% |
| Kylie Cosmetics by Kylie Jenner | 252 | $64 | 66% |
| Eyeshadow Palettes, Foundation, Lipstick & More | 173 | $16 | 16% |
| Glossier | 134 | $38 | 28% |
| Morphe | 130 | $20 | 24% |
| Summer Fridays | 98 | $46 | 21% |
Key Takeaways for Building a Similar Brand
Pricing Position: Target the mid-market market segment with an average price point around $23. Use round pricing to signal premium quality.
Discount Strategy: Maintain moderate pricing discipline. Keep 18% of products on sale with 31% average discount depth.
Catalog Structure: Start with around 1320 products and 1 variants per product. Keep SKU complexity low for efficient operations.
Category Focus: Focus on Beauty, Other, Apparel as primary product categories.