Competitive Analysis.xlsx

	A	B	C	D	E	F	G	H
1	Onboarding Competitive Analysis	Feature Analysis	Competitive Advantage	Strengths	Weakness	Customer Reviews	General Notes	Questions/Notes to Team

2	DIRECT COMPETITORS	What features are they offering	What are they doing in the industry that would make you choose them	Overall strengths	Overall weaknesses
3	Think Dirty	1. Bar code scanner, which confirms your product, tells you how many people would buy it again, provides user reviews, offers an ingredient summary (clean, dirty, and half/half), ingredient list, and Think Dirty alternatives. 2. App users can upload new products and add to the database (currently there are over 2 million products on their app). 3. You can create your "bathroom shelf" in the app -- listing all of the products that you use. You can also create a "clean" and "dirty" list. 4. You can shop directly from the app. 5. Can sort by category - household products, baby, CBD skincare, shampoo, deodorant, foundation, etc. 6. Includes compilation list for certain categories (Home essentials/Home clean up for spring)	1. Ranking system, telling you which are the best products. My face wash is a 9/10, which is not good... Color coding makes sense. Green for good, yellow for moderate, red for bad. 2. Bar code scanner is easy to use. I'd take it to the store and scan a few products. 3. They don't just tell you the ingredients list. They tell you the number of ingredients that are clean, dirty, half/half. Easy to understand even if you don't know the exact ingredients. 4. Can create your own lists so you can refer back to things that work/don't work. 5. Doesn't just tell you what ingredients are in a product. Breaks each ingredient down and says it's name, what it's known as, the usage, the health impacts, and sources.	1. Easy on the eyes. Black background. 2. Simple, easily recognizable icons. 3. Bar code scanner is easy to use and it immediately knew what the product I was scanning. 4. Database is HUGE! 5. Cute use of emojis. You can see the emoji and know the reviews without reading the copy. 6. Splash screen when you log into the app is adorable. Cute little cartoon characters. 7. Most products have images and the images look professional. Not just user uploaded images.	1. Allows you to browse the app momentarily without signing up. But then you hit a point where you are forced to sign up. The pop-up appears and you can't close it. That was frustrating. I'd rather see a normal onboarding process. 2. There are a TON of different categories (61 to be exact). But the app makes you scroll through them five at a time. So it takes a long time to get to the end of the list. And they aren't ordered alphabetically or in any way that makes sense (at least to me). Why is laundry and soap at the end of the list? 3. I don't believe there's a way for me to input my skin type and get personalized recommendations. If there is a way to do this, it's hard to find. 4. When you search for a product, there's a lot of info crammed into one spot. It doesn't fit on my phone screen (granted I have a small phone screen). 5. I still find it overwhelming to find a product. I don't think they've solved that yet. 6. I don't love their homepage. I think it could focus on personalization. 7. Some of the font size is really tiny. 8. Searching for a product is extremely limited. Can't filter easily.	1. In the app store: 4.8/5.0 from 38K ratings. 2. Users find this app helpful in auditing the products they're using to make sure they're actually natural/clean. 3. Makes researching a new product easy. 4. Likes that you can sort products by name but wish you could sort by price/quality. 5. Limited data on big brands. 6. Sometimes a product will get a bad rating just because it isn't fragrance free. If all other ingredients are clean, does it really deserve an 8/10? 7. The database doesn't include every product. 8. Gives a good amount of awareness to what you're putting in/on your body.	1. Good app. Limited onboarding (just included notes to get you used to different features). 2. Has a lot of features that we're looking to include in our app, but there are some things that they could do better.
4	Good Face	-Build Your Perfect Skincare Routine - Based on unique skin type, needs, and lifestyle -Shop your top matches (from 4500+ of your favorite brands) - You can compare prices from different companies --Search Products bar on the top of the main screen where you can search the name of your product. At a first glance you can see the price, the rating, how many ratings, some type of Good Face Safety Rating -Swap to Clean Beauty - Learn which products are safe for your health -Learn what ingredients work for you - 80,000+ ingredients analyzed for you skin profile -Tap into your community - Get recommendations from skin experts and peers -You can fill out a proofile with your skin type - 10 questions about the color of your eyes, skin, hair, any skin concerns, skin type, allergies etc. -Fill out a profile for your Lifestyle - how much coffee, water, alcohol do you drink, what's your diet like, how active are you, etc. -FIll out a profile with your skin concerns -Safety Ratings	-Potential Competitive Advantage: You can compare prices on different companies (Amazon, Credobeauty, Sephora, Target, Ulta) -After I fill out all 4 of my profiles, I get recommendations of all the top matches. -You put in your zip code and and there is a section called "The Elements" - it shows what the temperature/humidity, peak UV Index, Air pollution is in your area. -Gives "Clean equivalents" to products -You can request a sample -provides scientific evidence for their claims once you click into an ingredient -You can search makeup and skincare	-The Elements section is helpful and catered to your climate -The profiles that you create about your skin are very comprehensive and very detailed -YOu are provided with many skincare options -There is a safety rating on each product -THere is a lot of information about each ingredient. -You can request a sample -THe full formula is provided for each product	-Gender field when you sign in is not inclusive - Male, Female, Other. -Are you avoiding any toxic ingredients? is a question on the Skin Concerns profile but that is assuming I understand what all these ingredients mean. THere is a list of like 50+ ingredients and I'm asked whether I am avoiding them... I have no idea. Also asks about if I"m avoiding any cosmetic ingredients and I have the same sentiment. -While all the profiles are very comprehensive and detailed to fill out it seemed like a lot of questions and took me 5 minutes to just complete that. -"The Elements" section - I wish you could click on it and get more information -There's a whole community recommendations section however they are not catered to my skin type so I don't know if I would trust these recommendations -I'm provided with a lot of skincare recommendations after I complete my profile. It's nice to have options but there is a lot here and it's a bit overwhelming. They split it up into differnt categories (Face Wash, Scrub, Serum, etc) and then have a ton of options to choose from. There is not feature to compare all the face washes and then filter down to maybe pricing and reviews -YOu can't buy directly on this app - you are taken to a different website if you choose to buy. I wish this was an end to end experience in one app. -There are symbols next to each ingredient but I"m not clear on what those ingredients mean at a first glance -You can request a sample however it's a bit clunky - once you click on the Sample button, you are taken to your email to send and email request. I wish it was an end to end experience in this app. -Overall I think the user experience is a tad clunky. -No scan feature.	4.8/5 on the App Store	-Sign in with Google, Facebook, Email -Enter a few details like name, location and gender -I had to sign in
5	EWG	-EWG Scientists have rated more than 160,000 food, cosmetics, and cleaning products ased on the health, safety and tranparency of their ingredients. Each product is given a rating on a scale of 1 to 10, or A to F. -Search, browse, and scan products -you can create lists with different products that you want to buy -There is an EWG Verified icon which means a product is free from EWG's chemicals of concern	-barcode scan -variety of categories could be considered a competitive advantage to some (food, household cleanres AND skincare)	-barcode scan -splits up ingredient concern into Allergy, Cancer, Developmental, and Use Restrictions.	-THe couple products that i tried to scan didn't come up in their database - not a wide selection -Since it is a database of food, skincare, cosmetics and personal care when I search for a product a lot of food came up and it was kind of annoying -the filter options are not very helpful -Feels clunky and not very user friendly -The experience feels really scattered if I"m a user coming in trying to learn more about my skincare. I think the variety could be good for someone who wants it for all facets of their life but for me wanting to know specifically about the skincare, I feel overwhlemed.	3.4/5 on App Store	-Skin Deep Cosmetics Database was combined with EWG's Healthy Living. -I can skip onboarding.
6	INDIRECT COMPETITORS
7	ULTA	1. Glam Lab so you can "try on" makeup virtually. 2. Shop for new products 3. Can save your favorites 4. Find stores near you 5. List of sales/coupons 6. Can search by voice, text, or barcode. 7. Can filter by category, brand, special offers, price, skin type, concerns, preferences.	1. I like that I can sort by skin concern. That way it makes it easier to find what I'm looking for. 2. Easy to search/find products. Lots of filtering options. 3. Large database. Lots of different products. 4. The feature where you can "try on" makeup virtually is unique!	1. Quick onboarding process. Just a few slides that encouraged you to turn on location tracking and to turn on notifications. Easy to skip both. 2. The navigation icons (especially since they have labels) are easy to understand. 3. The search feature offers a lot of information, but it's not cluttered. Easy to scan/read.	1. I don't love the app's homepage. Looks a little bland. 2. I used the bar code once and my product (which is super common) couldn't be found. It likely isn't available at Ulta. 3. Wish I could sort by multiple items. For instance, what if I want something that satisfies dry skin and acne. 4. The photos, especially on the homepage and the shop page, follow the same aggressive color scheme. I wish the images weren't so cluttered. 5. Not as easy to search by "clean" ingredients. 6. They list ingredients, but they don't tell you what those ingredients are or what they do.	1. In the app store: 4.9/5.0 and 1.1M reviews. 2. Store that has everything you could possibly need. 3. Wish there were multiple pictures of one product (especially for colored cosmetics). 4. Good interface and easy to find what you're looking for. 5. Pick-up in the store can be frustrating on the app. 6. Would be nice to have a live, in-person chat feature. 7. Overall, everyone really loves the app.	1. Notes sponsored products, so you know when something is sponsored.
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100