Mecca's Holiday Strategy: How $/ml Is Driving Shopping Behaviour

Analysing the 1,357 Product Holiday Collection By Price-Per-Unit

The holiday season is consistently the biggest sales period in beauty, so I wanted to understand how Australia’s largest beauty retailer, Mecca, is positioning itself. Consumers are more focused than ever on price-per-unit, with some brands facing heavy backlash over the perceived value of their advent calendars.

This led me to explore how Mecca's 1,357-product Holiday collection stacks up. I set out to identify which brands are betting on holiday sales and to understand how consumer behavior shifts during this period compared to the rest of the year.

To do this, I developed a web scraper to collect details of every product in Mecca’s Holiday Collection. Before analysing the trends, I first assessed which products offer the best value (lowest cost per ml/g) and compiled the data into a Google Sheet which is publically available for you to explore and shop!

In today’s newsletter, we’ll dive into the trends revealed by the spreadsheet, understand what this tells us about the holiday beauty…