How Similar Matching Gave a Bio Cosmetics Brand Competitive Visibility for the First Time

A French bio and organic cosmetics company operating on Magento. They are both a distributor of known brands (Avène, Bioderma, Nivea) and a manufacturer of their own private-label bio products — nourishing creams, essential oils, natural treatments. Their catalog contains around 5,000 SKUs split roughly between distributed brands and own products. They sell primarily through their own website, with products indexed on Google Shopping via Google Merchant Center.

The Challenge

The company had two distinct pricing challenges. On distributed branded products (Avène, Bioderma), standard competitive intelligence worked fine — MyMarket identified other sellers carrying the same products and myPricing adjusted prices accordingly. But on their own private-label products, they hit a wall. Since they're the only seller of their brand, no competitor data existed. The product pages on Google Shopping showed their listing alone. Yet the actual market was full of alternatives — L'Oréal, other bio brands, and smaller local manufacturers all sold equivalent products at varying prices. Customers comparing a '50ml bio nourishing cream' would see all of them. The seller was manually searching Google Shopping for generic terms like 'crème nourrissante bio' and scanning results to understand where they stood. Slow, incomplete, and done every week.

The Solution

We deployed MyMatching in similar product mode for their private-label catalog.

The seller is also a manufacturer. Their private-label bio creams and oils had zero competitive data — not because competitors didn't exist, but because no standard matching tool can find them. Similar matching changed how they price their entire own-brand catalog.

The Results

The seller finally had competitive context on their entire private-label catalog. Products that had been priced by gut feeling — a fixed coefficient on production costs — now had market-based positioning. They found products priced below equivalent bio offerings from larger brands — margin left uncaptured. Others sat above the competitive set, which explained lower conversion on those lines. The automated monitoring runs continuously, so when a competitor launches a new equivalent or changes a price, the seller knows within the day. Standard matching on distributed brands plus similar matching on private label gives them full catalog coverage.