Demand Signal Intelligence

Prestige Skincare

Attention signal · United States

We decode how attention, intent, and competitive pressure are evolving - early signals that lead demand. You decide with conviction.

A comparative intelligence read on how structured signals shape demand formation in this category.

Signal Layers

Search demand

Editorial signal

Community discourse (rolling in)

Social momentum (validation)

Last observation: May 17, 2026

Executive Brief

A decision-ready snapshot of category state, leadership, signal pressure, and the next move.

Category Statedormant

Leader

Sk Ii Facial Treatment Essence

ADI: 85

Holding signal momentum now requires precision, not volume.

Fastest Riser

Sk Ii Facial Treatment Essence

Delta: 0.0

Monitor for near-term signal gain and competitive pressure.

Risk Signal

Estee Lauder Advanced Night Repair

Volatility rising

Validate signal health before scaling investment.

Recommended Move

Hold or exit

Hold or exit. Re-allocate budget to active signals.

Calibrated to regime behavior and category timing.

Desirability Ranking

Brands ranked by ADI (Guyav Demand Index). Cross-brand comparable 0-100 score.

Compare brands

#	Brand	ADIGuyav Demand Index. Cross-brand comparable score (0-100) combining velocity, alpha, and social heat.	MomentumBrand-relative momentum (0-100). Growth vs. own history, not vs. peers.	AlphaGrowth rate vs. category average. >1 = outperforming, <1 = underperforming.	RegimeHMM-detected desirability state: Emerging, Heating, Cooling, or Dormant.	StabilityProbability of staying in current regime. >80% = stable, <60% = transition likely.	VolSignal volatility. Calm = predictable. Turbulent = noisy or shifting.	DirectionTrend direction from velocity and regime signals.	ExhaustionDetects when a trend move is overextended and reversal pressure is building.
1	Sk Ii Facial Treatment Essence	85	100	2.08Leader	heating	97%	normal	↗ bullish	16 OK
2	Dior Capture Totale	78	87	1.86Leader	dormant	98%	normal	→ neutral	30 OK
3	Guerlain Abeille Royale	66	74	1.45Outperformer	dormant	94%	normal	→ neutral	26 OK
4	Clarins Double Serum	58	75	1.02Follower	dormant	91%	turbulent	↘ bearish	28 OK
5	Genifique Serum	52	61	1.06Follower	heating	89%	turbulent	↘ bearish	33 OK
6	Charlotte Tilbury Magic Cream	51	75	0.69Under	dormant	87%	turbulent	↘ bearish	32 OK
7	Augustinus Bader The Cream	47	57	0.91Follower	dormant	88%	turbulent	↘ bearish	29 OK
8	Drunk Elephant Protini	42	56	0.69Under	dormant	89%	turbulent	↘ bearish	28 OK
9	La Mer Cream	34	50	0.42Laggard	dormant	84%	turbulent	↘ bearish	26 OK
10	Skinceuticals Ce Ferulic	24	26	0.42Laggard	dormant	88%	turbulent	↘ bearish	21 OK
11	Estee Lauder Advanced Night Repair	13	0	0.04Laggard	dormant	88%	turbulent	↘ bearish	19 OK

Metric definitions

ADI

Guyav Demand Index. Cross-brand comparable 0-100 score combining momentum, acceleration, alpha, and supporting social attention.

Momentum

Brand-relative momentum (0-100). Measures growth vs. its own history, not vs. peers.

Alpha

Growth rate vs. category average. >1 = outperforming the market, <1 = underperforming.

Regime

HMM-detected desirability state: Emerging, Heating, Cooling, or Dormant.

Stability

Probability of staying in the current regime. >80% = stable, <60% = transition likely.

Vol

Signal volatility regime. Calm = predictable, turbulent = noisy or shifting.

Direction

Trend direction from velocity and regime signals. Bullish/neutral/bearish.

Exhaustion

Trend exhaustion score. Detects when a move is overextended and reversal pressure is building.

Strategic Positioning

Each brand plotted by comparative desirability (ADI) and category alpha. Point color shows current regime state.

How to read this chart

X-axis: ADI

Cross-brand desirability score (0-100). Measures how desirable a brand is relative to its peers right now.

Y-axis: Alpha

Category-relative growth ratio. A value above 1.0 means the brand is outperforming the category baseline.

Power Brand

High desirability, positive alpha. The brand leads the category and is still earning disproportionate demand.

Alpha Play

Lower desirability, positive alpha. The brand is outperforming the category before consolidating its position.

Mature Equity

High desirability, weak alpha. The brand has equity but is not currently outgrowing the category baseline.

Intervention

Low desirability, weak alpha. Neither rank nor relative growth is supporting the brand.

Reading the extremes

Distance from the ADI 50 midpoint and alpha 1.0 baseline matters. A brand pushed to the far top-right is both desirable and outperforming the category. Far bottom-left signals structural weakness, not a bad week. Brands clustered near the center lines are in transition. Watch for diagonal movement: top-left to top-right is a challenger earning rank; top-right to bottom-right is a leader losing relative growth.

Attention Overview

Volume (default) benchmarks brands against an anchor for cross-brand comparison. Desirability shows the deseasonalized signal per brand. Raw shows the underlying attention signal as-is. Start with the top two and expand for a deeper intelligence read.