Brands over time

Bulldog Skincare
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

99 of Bulldog Skincare's own blog posts, press releases and announcements, 2022 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other beauty brands, and what it sounds like in its own words.

Pages measured
99
Years covered
2022–26
Archived before ChatGPT
0
Blog · press
0 · 99

01 · Homepage

One capture a year

Bulldog Skincare's homepage from 2016 to 2025, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2025bulldogskincare.com23 Jun 2025
Bulldog Skincare homepage, 23 Jun 2025

Screenshot of Bulldog Skincare’s homepage (bulldogskincare.com) as archived by the Internet Archive on 23 Jun 2025. © Bulldog Skincare or its licensors. Shown for comparison and review; not endorsed by Bulldog Skincare.

Homepage

2025

“Sweat resistant protection, all day hydration”

Page title

Bulldog Skincare | Natural Skincare & Grooming for Men

Open on the Internet Archive
  1. 2016A Little More About Us
  2. 2025Sweat resistant protection, all day hydration

3 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
4
8
12
Beauty avg 11.5
8.6
8.1
7.9
7.9
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
202252 pp
202317 pp
202428 pp
2025no pages
20262 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20228.652
20238.117
20247.928
20267.92

Years with pages: 2022 (52), 2023 (17), 2024 (28), 2026 (2). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 52 pages from before ChatGPT launched and 30 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 52 pp2024 to 2026 · 30 ppChange
Sentence length
8.67.9−8%
Sentence rhythm
0.990.93−7%
Contractions
14.413.0−10%
"You"
74%71%−3 pts
"We"
23%27%+4 pts
Questions
3.42.3−30%
Exclamations
1.951.60−18%
Long words
25%29%+4 pts
Em dashes
1.130.95−16%
AI-associated words
0.260.53+102%
AI-era marketing words
0.180.45+150%
Quieter LLM-favoured words
0.861.38+61%
AI-associated sentence shapes
0.190.29+53%
Page length
1,4101,317−7%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (52 pages); after = 2024 to 2026 (30 pages). Method: SGR-011.

04 · Against its sector

Bulldog Skincare among beauty brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    58% less than its sector

    1.01 against a sector average of 2.40; 2nd lowest of 9.

  2. Sentence length

    28% less than its sector

    8.3 against a sector average of 11.5; lowest of 9.

  3. "You"

    28% more than its sector

    73% against a sector average of 57%; 2nd highest of 9.

Sentence lengthLowest of 9
Bulldog Skincare 8.3
8.315.6
ContractionsMid-table, 5th of 9
Bulldog Skincare 13.9
4.918.6
"You"2nd highest of 9
Bulldog Skincare 73%
33%75%
"We"Mid-table, 5th of 9
Bulldog Skincare 25%
18%60%
QuestionsMid-table, 6th of 9
Bulldog Skincare 2.8
1.24.2
Long wordsMid-table, 5th of 9
Bulldog Skincare 26%
22%29%
Em dashes2nd lowest of 9
Bulldog Skincare 1.01
0.765.55
AI-associated wordsLowest of 9
Bulldog Skincare 0.40
0.402.51
ExclamationsMid-table, 4th of 9
Bulldog Skincare 1.77
0.053.82
Page lengthMid-table, 4th of 9
Bulldog Skincare 1,363
5225,303

Pages measured: Boots 46 · The Body Shop 75 · Cult Beauty 134 · LOOKFANTASTIC 132 · Space NK 132 · Neal's Yard Remedies 121 · Molton Brown 37 · The INKEY List 100 · Bulldog Skincare 99. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

05 · Vocabulary

Words Bulldog Skincare uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

natural130.5 vs 17.5
moisturiser98.8 vs 6.4
ingredients104.5 vs 20.9
wrinkles53.1 vs 2.1
sensitive73.5 vs 11.5
men48.2 vs 1.4
lines53.1 vs 5.8
reduce47.7 vs 5.8
cruelty-free42.8 vs 4.5
vegan43.0 vs 4.7
Bulldog SkincareSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 99 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

202221 Mar · Press
“Here at Bulldog we’ve always cared about doing the right thing. That’s why our sustainability development is really important to us and we’re constantly challenging ourselves to improve our services and products to be better to the planet, without compromising how they work for you.”
10 Easy Peasy Sustainable Swaps
202223 Mar · Press
“Do I really need to use a face cream for men? Can’t I just use my girlfriend’s? What’s an essence? Does my face really need a different wash to my body? What to use for sensitive skin? Skincare can be tedious! But fear ye not, your washbag can easily be filled with simple yet effective products.”
Do I Really Need All These Face Products?
202315 Dec · Press
“Making New Year’s resolutions is a great way to set goals for yourself and track progress. But why wait for New Year’s Day? In this article, we dive into some top self-care tips for men during winter and why they’re a total game changer.”
Self-care in Winter for Men: Mind, Body, & Skincare

07 · Every page

All 100 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 99 count towards the measures; the rest were not measured (1 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20262 pages
202428 pages
202317 pages
202252 pages
Not measured1 page

08 · Method

How this was measured

The pages

Bulldog Skincare's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.