Free report

Discover how the leading serum brands are positioned in Europe and the US

Analyse the average price, assortment and stock of Bioderma, CeraVe, Eucerin, La Roche-Posay and Vichy across 12 retailers in six markets.

From May to September 2026, La Roche-Posay’s average price is $51.73 in the US and $36.92 in France. And it’s not the only one: three of the five brands have their highest average price of all six markets in the US. The report analyzes average price, assortment and availability, digital shelf and retail media for Bioderma, CeraVe, Eucerin, La Roche-Posay and Vichy across 12 retailers in six markets, month by month. Find out where shoppers pay the most for each brand and at which retailer the gap opens up.

Logotipos de marcas líderes en cuidado de la piel y dermocosmética: Vichy, La Roche-Posay, Eucerin, CeraVe y Bioderma.

The problem

Managing the serum shelf in the US without looking at Europe comes at a cost

Ilustración tipo podio que muestra los logotipos de marcas destacadas de cuidado de la piel y dermocosmética: Bioderma, La Roche-Posay, CeraVe, Vichy y Eucerin

Category, Trade Marketing and Revenue Management teams make decisions on price, assortment, visibility and advertising spend every week. Most do it with their own figures, the occasional store check or a panel report that arrives after the shelf has already moved. The result is predictable: prices with no cross-market comparison, stockouts no one sees coming and retail media spend that doesn’t know where each brand really competes.

Your digital shelf changes every month. This report shows you how it changed from May to September.

What’s in the report

Average price, assortment and availability, digital shelf and retail media

The report compares five leading skincare brands across six markets: the US, Spain, Germany, France, Italy and Portugal, with a total of 12 retailers analyzed. The data is broken down by country, retailer and brand, month by month.

01. Average price

Online store Dermstore’s average serum price is 43.5% higher than Amazon’s in the US in September ($46.31 vs. $32.28). Across brands, the average price in the US ranges from $51.73 (La Roche-Posay) to $27.86 (CeraVe), the widest gap of the six markets.

02. Assortment depth and availability

In terms of the number of serum products, the US has one of the smallest assortments: between 26 and 31 per month, ahead of only Italy. Dermstore ranges from 14 to 18 products and Amazon in the US from 10 to 14. Availability ranges from 83.8% to 88.9%.

03. Digital shelf: search visibility

The 5 brands analyzed add up to at most 2 appearances per month in the Top 10 of serum searches in the US, the lowest figure of the six markets. By comparison, in Germany they reach 34 appearances.

04. Retail media: advertising spend

Amazon in the US has the highest sponsored share of the 12 retailers analyzed (24.6%), ahead of Amazon in Germany (18.9%). Vichy is the brand that ramps up its advertising spend the most: its paid share rises from 2.2% in July to 27.1% in September.

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Who is this report for?

Built for those who manage the digital shelf of a skincare brand

Trade Marketing

Category Management

CMO / Marketing Director

Revenue Management

Methodological rigor

Retailer data, not panel data

Flipflow captures data directly from the leading online retailers in each market, continuously and automatically. These are not panel estimates or sample projections: it’s the data exactly as it appears at the digital point of sale, updated daily.

The 2026 serum report analyzes five brands across six markets. It compares five months, from May to September, across 12 online retailers. The data is broken down by country, retailer and brand. Prices are shown in US dollars, converted from euros using the European Central Bank’s average exchange rate.

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Flipflow centraliza datos del estante digital de retailers de belleza y farmacias online como Amazon, Atida Mifarma, Sweetcare y Dermstore para el análisis de Digital Shelf Analytics

How much more does a serum cost in the US than in Europe?

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