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base coat nail polish
Launch itA $1.7M/yr market growing +1.0% this quarter with returns at 0.9% — clears our launch bar.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Market size
Great$1.7M$1.7M/yr · 3.1M searches
Competition
Great36%top-5 click share — an open shelf
Price range
Good$3.94–$38.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.1%search→purchase rate — share of searches ending in a sale
Avg price
Okay$10.91avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.0%90-day search growth — must beat 0% to launch
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Review moat
Bad7,034.79avg incumbent reviews — the moat a new listing must climb