Ben Rogers's recent articles
How skincare brands such as L’Oréal, Clinique or Garnier can learn from consumer reviews
Skincare consumer reviews provide a rich source of both positive and negative feedback, which can help brands make improvements.
- The negativity in consumer reviews makes them more helpful than other sources: Skincare brands can get insight into product issues which are usually not raised in fan communities or forums
- Facebook comments and forum or blog posts are much more positive: Within brand communities, fans are more likely to spread positivity. In forums, discussion revolves around users asking for advice and others recommending their favourite BB cream
- Consumer reviews cover every aspect of BB creams: Reviews provide detail into both positive and negative aspects of user experience. For example, BB cream users explain why they do or don't like the coverage or color match. Brands can extract and use this insight to in future product cycles and innovation planning
In contrast, Facebook comments are highly positive, but don't usually go into detail:
- 76% of Facebook comments about BB creams focus on general product "love": Fans say they their BB cream is "amazing", "the best" or "perfect". However, these comments do not provide skincare brands with helpful feedback to improve products
In the next few weeks, we will further explore the insight contained in reviews by looking at other product categories. We will show how brands can use them to understand why consumers choose a product as well as getting more information about the users themselves.