GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Magic — a brand marketed by SoftSheen-Carson under L'Oréal (Euronext Paris: OR) — carried an average product price of $16.59 across the January 1 to August 31, 2026 period, with Amazon, lowes.com and menards.com tracked. Amazon dominates the brand's distribution mix, accounting for 84.3% of year-to-date revenue, while lowes.com contributes 12.5% and menards.com just 2.2%. Between June and August 2026, revenue grew 11.5%, though momentum cooled slightly with a 0.9% month-over-month dip in the most recent period. Pricing moved in the opposite direction, with the average selling price falling 6.7% over the same three months to $15.82. The combination of rising revenue and softening prices suggests volume-led growth, with Amazon's outsized share leaving limited diversification across the remaining retail channels.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 6% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 7% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Magic on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Magic.
BY REVENUE
Magic sells 70% online and 30% offline. Online runs through 3 channels; offline through 3. Online share has moved from 9% in Apr to 74% in Aug.
Online
70%
30%
Offline
Online channels
70%
Offline channels
30%
BY REVIEW COUNT
Across 263K ratings on 4 channels, Magic averages 4.1★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.1
/ 5
From 263K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$16.77
Price
$62K
Revenue
$30.93
Price
$55K
Revenue
$17.99
Price
$26K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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