Executive Dashboard
This dashboard provides a high-level overview of Nivea and Eucerin's e-commerce performance against key competitors in the Thai market. The metrics below summarize content depth, search visibility, and primary areas for text-based content improvement to drive engagement and conversion.
Nivea Avg. Content Score
6.5 / 10
Lacks detailed ingredient explanations vs. L'Oréal's average of 8.2.
Eucerin Avg. Content Score
7.2 / 10
Needs more user-generated reviews featured on PDPs vs. La Roche-Posay's 8.8.
Top Keyword Gap
"รีวิวเซรั่มสิว"
(Acne serum review) - High purchase intent.
Primary Content Gap
Infotorials
Lack of long-form, educational content on product pages.
Nivea Share of Search
Based on top 20 non-branded skincare terms on Shopee.
Eucerin Share of Search
Based on top 20 'derma-skincare' terms on Lazada.
Platform & Content Audit
A granular analysis of Product Detail Pages (PDPs) on major platforms reveals significant gaps in text-based content depth. Competitors are outperforming by providing richer narratives, detailed ingredient glossaries, and integrated user reviews. This builds trust and authority, directly impacting conversion rates. Use the filters below to compare specific brand and platform content strategies.
Keyword Opportunity Analysis
The Thai skincare market is driven by specific consumer needs, reflected in their search queries. This analysis moves beyond broad, high-competition keywords to identify lucrative niches. Beiersdorf has an opportunity to capture high-intent users by creating content that answers specific questions around problems (acne, dark spots), ingredients (hyaluron, niacinamide), and product formats (serum, essence). The chart below visualizes this landscape.
Keyword Landscape: Skincare in Thailand
X-Axis: Opportunity Score (Higher is better) | Y-Axis: Competitive Density (Lower is better)
Strategic Text-Based Content Recommendations
To close the performance gap, a sophisticated, multi-layered text content strategy is required. The following recommendations focus on enriching Product Detail Pages and building off-platform authority to intercept consumers at every stage of their journey. These actions are designed to improve SEO visibility, increase conversion, and build lasting brand equity.