Measured spend
$20.1M
+18.3%
Share of spend
2.4%
of measured categories
Share of sales
1.9%
-0.42 vs share of spend
Sales per ad dollar
$11.00
median $15.66
Analysis
What the data says about Herbal Essences
Position
Herbal Essences committed $20.1M of measured spend between Jan to Jul 2026, 1.4% of the $1.38B tracked across every corporation, ranking 16 of 149 brands by spend.
Trajectory
Spend moved +18.3% against the same months of 2025 ($17.0M to $20.1M), in a category that moved -0.4% overall. Its share of tracked sales moved +0.07 points.
Conversion
Herbal Essences converts roughly in line with its weight: -0.42 points between share of sales and share of spend, returning $11.00 of tracked sales per advertising dollar against a category median of $15.66. e.l.f. leads at +3.23; Olay trails at -8.54.
Channel posture
Instagram takes 36.0% of spend ($7.2M) and the top three channels account for 84% of it — a concentrated buy that rises and falls with one channel.
Pacing
Spend peaked in Feb at $5.5M, with 81% of the period's total in the first half — heavily front-loaded.
Portfolio
Hair Care is the largest category at 91.5% of spend, effectively a single-category brand.
Pacing
Herbal Essences spend by month
Measured spend across all categories.
$5.5M
Jan
$5.5M
Feb
$3.8M
Mar
$1.5M
Apr
$1.2M
May
$926K
Jun
$1.7M
Jul
Channels
Where the money goes
Instagram
$7.2M · 36.0%
Linear TV
$6.1M · 30.2%
Facebook
$3.6M · 17.9%
TikTok
$1.5M · 7.4%
OLV
$1.2M · 5.9%
YouTube
$346K · 1.7%
Categories
What it advertises
Hair Care
$18.4M · 91.5%
Fragrances/Perfumes
$1.7M · 8.4%
Equity
$4K · 0.0%
Body Wash
$3K · 0.0%
Multiple Products
$681 · 0.0%
Conversion
Against the measured set
Share of sales minus share of spend. Herbal Essences is marked.
e.l.f.
+3.23 pts
CeraVe
+2.31 pts
Not Your Mother's
+1.68 pts
Tresemmé
+1.66 pts
Revlon
+1.50 pts
Covergirl
+1.20 pts
Sally Hansen
+1.13 pts
L.A. Colors
+1.01 pts
Aussie
+0.94 pts
Milani Cosmetics
+0.80 pts
Suave
+0.72 pts
Clairol
+0.69 pts
Batiste
+0.67 pts
Ogx
+0.61 pts
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Every measured row, not just this brand. Pick what to group by, which measure to rank on, and narrow with the filters. Combinations the data cannot support are refused with the reason rather than returned empty.
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Channel
Impressions are reported on digital rows only, so CPM divides impression-bearing spend rather than total spend — dividing by all spend would make any television-heavy brand look ruinously expensive. Sales are recorded against the product, not the media, so they cannot be cut by channel. Share of sales covers Cosmetics, Facial Skincare, Hair Care, Hair Color.
How to read this page
Spend, pacing, channel and category mix cover every category Herbal Essences advertises in. Share of spend, share of sales and conversion are computed only across Cosmetics, Facial Skincare, Hair Care, Hair Color — the categories the sales panel measures.