Derma E vs Mychelle · Bay Area shelf head-to-head
Derma E and Mychelle, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Derma E carries more Brand PowerMychelle is in more Bay Area grocersDerma E fields the deeper lineup
Derma E
Mychelle
39
brand power
27
24
products
9
5
categories
2
15
subcategories
5
1
grocers
2
$5.05
price per fl oz
$14.80
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Derma E▭ Mychelle
Distribution · 30% of score4·8
M
carried in 1 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score86·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Mychelle
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Derma E · 0
no exclusive doors — everywhere Derma E is, Mychelle is too.
only Mychelle · 1
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Derma E · Mychelle
