Brands over time

Space NK
over time

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

132 of Space NK's own blog posts, press releases and announcements, 2020 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
132
Years covered
2020–26
Archived before ChatGPT
0
Blog · press
118 · 14

01 · Homepage

One capture a year

Space NK's homepage from 2001 to 2026, 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.

2026spacenk.com2 Jul 2026
Space NK homepage, 2 Jul 2026

Screenshot of Space NK’s homepage (spacenk.com) as archived by the Internet Archive on 2 Jul 2026. © Space NK or its licensors. Shown for comparison and review; not endorsed by Space NK.

Homepage

2026

“Space NK Homepage”

Page title

Space NK | Luxury Beauty

Open on the Internet Archive
  1. 2014Sculpt & Bronze
  2. 2015GIFT CARDS THE PERFECT BEAUTY TREAT
  3. 2017The Sun Protection Selection
  4. 2020Usually shop in-store?
  5. 2021Space NK Homepage

17 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.
5
10
15
Beauty avg 11.5
13.1
12.4
12.9
11.6
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
202050 pp
202160 pp
20224 pp
2023no pages
2024no pages
2025no pages
20264 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202013.150
202112.460
202212.94
202611.64

Years with pages: 2020 (50), 2021 (60), 2022 (4), 2026 (4). 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

Space NK 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. Questions

    58% less than its sector

    1.2 against a sector average of 2.9; lowest of 9.

  2. Contractions

    28% more than its sector

    17.4 against a sector average of 13.6; 2nd highest of 9.

  3. "We"

    26% less than its sector

    23% against a sector average of 31%; 3rd lowest of 9.

Sentence length2nd highest of 9
Space NK 12.8
8.315.6
Contractions2nd highest of 9
Space NK 17.4
4.918.6
"You"3rd lowest of 9
Space NK 49%
33%75%
"We"3rd lowest of 9
Space NK 23%
18%60%
QuestionsLowest of 9
Space NK 1.2
1.24.2
Long wordsHighest of 9
Space NK 29%
22%29%
Em dashesMid-table, 6th of 9
Space NK 1.80
0.765.55
AI-associated wordsMid-table, 5th of 9
Space NK 1.38
0.402.51
Exclamations3rd highest of 9
Space NK 2.08
0.053.82
Page length3rd lowest of 9
Space NK 808
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 Space NK 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.

loving50.9 vs 0.6
palettes50.7 vs 0.5
beauty137.4 vs 45.4
much-loved50.7 vs 0.2
destination18.1 vs 0.7
gift43.8 vs 9.2
personalised16.8 vs 0.5
buyers50.4 vs 0.1
trending17.1 vs 1.6
makeup53.2 vs 15.2
enjoy19.4 vs 3.2
Space NKSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 132 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.

202011 Dec · Blog
“You see, the last laugh always lays with the consumer. It took us a while, but we realised lines and wrinkles aren’t so bad, and so did the beauty companies eager to produce products with positive messaging around health and radiance that told us we were fabulous just as we were.”
Why Our Pursuit For Perfect Skin Has Changed
202128 Jan · Blog
“During the winter, my skin is really dry, so I tend to reach for hydrating creams rather than powders. This is a serious multitasker and helps to even out skin tone and illuminate my complexion instantly. Rosehip oil is a key ingredient, so it boosts hydration too.”
The best Makeup to improve self-esteem
202126 May · Blog
“Your foundation or tinted moisturiser might have SPF in it, but you shouldn’t skip sunscreen. “If your makeup doesn’t contain UVA and UVB protection you won’t receive full protection,” says consultant dermalogist and brand founder, Dr Howard Murad. Your makeup is an extra layer rather than the full deal.”
7 Things Derms Want You To Know About SPF

06 · Every page

All 148 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 132 count towards the measures; the rest were not measured (14 same text as an earlier page from this brand, 2 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20264 pages
20224 pages
202160 pages
202050 pages
In the overall numbers, no year14 pages
Not measured16 pages

07 · Method

How this was measured

The pages

Space NK'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?.