Brands over time

Molton Brown
over time

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

37 of Molton Brown's own blog posts, press releases and announcements, 2023 to 2023, 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
37
Years covered
2023–23
Archived before ChatGPT
0
Blog · press
35 · 2

01 · Homepage

One capture a year

Molton Brown's homepage from 2000 to 2018, 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.

2018moltonbrown.co.uk17 Jul 2018
Molton Brown homepage, 17 Jul 2018

Screenshot of Molton Brown’s homepage (moltonbrown.co.uk) as archived by the Internet Archive on 17 Jul 2018. © Molton Brown or its licensors. Shown for comparison and review; not endorsed by Molton Brown.

Homepage

2018

“New100ml Eaux de Toilette”

Page title

Molton Brown UK – Shop Online: Luxury beauty gifts, bath, body and hair care – Official Online Store

Open on the Internet Archive
  1. 2007Get your skin summer ready with our...
  2. 2018New100ml Eaux de Toilette

6 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.
6
12
18
Beauty avg 11.5
15.8
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
2022no pages
20231 pp
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202315.81

Years with pages: 2023 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Molton Brown 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

    132% more than its sector

    5.55 against a sector average of 2.40; highest of 9.

  2. "You"

    12% less than its sector

    50% against a sector average of 57%; mid-table, 6th of 9.

  3. "We"

    11% less than its sector

    28% against a sector average of 31%; mid-table, 4th of 9.

Sentence length3rd highest of 9
Molton Brown 12.3
8.315.6
ContractionsMid-table, 4th of 9
Molton Brown 14.3
4.918.6
"You"Mid-table, 6th of 9
Molton Brown 50%
33%75%
"We"Mid-table, 4th of 9
Molton Brown 28%
18%60%
QuestionsMid-table, 5th of 9
Molton Brown 3.0
1.24.2
Long wordsMid-table, 6th of 9
Molton Brown 24%
22%29%
Em dashesHighest of 9
Molton Brown 5.55
0.765.55
AI-associated words3rd lowest of 9
Molton Brown 0.84
0.402.51
Exclamations2nd lowest of 9
Molton Brown 0.46
0.053.82
Page lengthLowest of 9
Molton Brown 522
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.

04 · Vocabulary

Words Molton Brown 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.

stories70.6 vs 1.0
hotel46.0 vs 0.1
fragrance131.3 vs 11.6
perfumer37.7 vs 0.1
home68.9 vs 3.9
lifestyle37.7 vs 1.2
individuality24.6 vs 0.1
perfume43.5 vs 2.6
fragrances35.3 vs 1.8
spa21.3 vs 0.9
coastal11.5 vs 0.0
floral23.8 vs 1.4
Molton BrownSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 37 pages. Checked for product names and page furniture.

05 · 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.

2023 · Blog
“As our homes have shape-shifted to suit hybrid lifestyles, the bathroom has evolved into more than a functional space – it’s become a hub of rejuvenation and self-care. And to help you uplift your interiors – whether you’ve planned an overhaul or touch-up – our expert friends are sharing their top trend predictions this year so you can stay ahead of the curve in your own bathroom.”
Top Bathroom Trends for 2023
2023 · Blog
“As we’ve grown to appreciate (read: depend on) the healing wonders of nature, this year is all about embracing a biophilic design, aka bringing the outside in. Complement your neutral colour palette with lush surrounds of steam-loving plants such as orchids, snake plants and monsteras; the wilder the better, because yes, ‘jungle tranquillity’ is a thing.”
Top Bathroom Trends for 2023

06 · Every page

All 37 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 37 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

20231 page
In the overall numbers, no year36 pages

07 · Method

How this was measured

The pages

Molton Brown'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?.