EDO’s Convergent TV Outcomes Report Details Data-Driven Strategies for Body & Skincare Advertisers

Omnilux, Dr. Squatch, and Plexaderm were the most effective at driving consumer behavior, according to EDO’s investment-grade data

EDO, the TV outcomes company, has released its Body & Skincare Convergent TV Outcomes Report, detailing the industry's linear and streaming TV ad performance in Q4 2024. The report highlights how Body & Skincare brands leveraged convergent TV to drive consumer behaviors that are most predictive of future sales – like brand searches and site visits – with streaming serving as a valuable platform for advertisers looking to enhance engagement.

Per EDO, Body & Skincare ads were 3% more effective at generating consumer engagement on streaming than on linear TV. As more advertisers shift their focus to convergent TV, understanding which platforms, demographics, and creative strategies drive the most engagement has never been more critical. EDO's investment-grade data provides advertisers with a clear view of how their campaigns drive business outcomes. 

“Our analysis underscores the power of effective advertising for brands like Omnilux, CeraVe, and Dr. Squatch, revealing that targeted, strategic investments in streaming drive strong engagement,” said Laura Grover, SVP, Head of Client Solutions at EDO. “By pinpointing what resonates — from top-performing creatives to high-engagement markets — advertisers can optimize their convergent campaigns for even greater success.”

"EDO's analysis reveals that targeted, strategic TV investments from brands like Dove, CeraVe, and Dr. Squatch drove highly effective convergent campaigns in Q4," said Laura Grover, SVP, Head of Client Solutions at EDO. “Advertisers can achieve greater success by optimizing their campaigns using immediate, cross-platform performance data to identify high-performing demographics, markets, and more.”

Key findings from EDO’s Body & Skincare Convergent TV Outcomes Report include:

• Omnilux, Dr. Squatch and Plexaderm are the category’s most effective Convergent TV advertisers: Omnilux emerged as the top-performing brand, with ads that were 407% more effective than the category average, followed by Dr. Squatch (+165%), Plexaderm (+99%), Dove (+73%) and Gold Bond (+53%)
• Streaming outperforms linear TV: In Q4, Body & Skincare ads were 3% more effective on streaming than linear TV in driving consumer engagement. CeraVe's streaming ads outperformed the convergent TV category average by 145%. Further, several brands experienced engagement lifts on platforms such as YouTube, Peacock, and Tubi: for example, Vaseline’s ads on Tubi were 19% more effective than the category’s average ad performance on convergent TV.
• Regional engagement trends: Warm-weather cities demonstrated higher engagement with body and skincare ads, with Orlando, FL (+36%), Las Vegas, NV (+19%), and Miami, FL (+19%) leading the way. Meanwhile, lower engagement was observed in Philadelphia, PA (-16%), St. Louis, MO (-15%), and Charlotte, NC (-15%).
• Interest skews older among women: Women’s engagement with Body & Skincare ads increases with age. Those 35-44 were 16% more likely to engage with these ads in Q4, while women 45+ were 86% more likely.
• Most effective dayparts: Morning daytime (+18%) and early fringe (+16%) emerged as the most effective times to advertise for body and skincare brands, while early morning (-22%) and late fringe (-17%) were the least effective.
• Olay leads Share of Voice: Olay dominated the category with a 19% Share of Voice – as measured by ad exposures – followed by CeraVe (9%), La Roche-Posay (9%), No7 Beauty Company (7%), and Dove (7%).

Download EDO’s Body & Skincare Convergent TV Outcomes Report to know what’s working for advertisers.