Mychelle vs Derma E · Bay Area shelf head-to-head
Mychelle and Derma E, 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
Mychelle
Derma E
27
brand power
39
9
products
24
2
categories
5
5
subcategories
15
2
grocers
1
$14.80
price per fl oz
$5.05
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Mychelle▭ Derma E
Distribution · 30% of score8·4
M
carried in 2 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
Depth · 25% of score53·
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 Mychelle · 1
only Derma E · 0
no exclusive doors — everywhere Derma E is, Mychelle is too.
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: Mychelle · Derma E
