How Beauty Brands Use Customer Reviews To Effectively Engage with Consumers Amid COVID-19

June 22, 20207min

Personalised face serums, skin formulas, and anti-ageing vitamins are now available to the masses thanks to the availability of data and technology. Consumer preferences for beauty and skincare often dictate what products brands create and sell.

According to Statista, by 2025, the global skincare market is estimated to be 189.3 billion U.S. dollars. Yet the beauty industry has been hit hard by the COVID-19 crisis. First-quarter sales have been slow as the pandemic continues to alter the face of skincare and beauty.

As more consumers shift to digital shopping experiences it is no secret that collecting and analysing consumer reviews to find drivers of positive sentiment became the key for a successful go to market strategy. Any e-commerce business today should be focused on personalising their marketing messaging and developing product formulations with more functional ingredients and packaging.

Consumer reviews with positive sentiment attract more customers yet negative reviews can ruin a brand’s reputation. This is why we put Revuze’s AI to work and analyse over 500,000 consumer reviews of skincare products gathered from major eCommerce websites.

Here are three tips global beauty brands can apply online review analysis to effectively engage with consumers amid COVID-19:

1. DIY & Customised Scents: How Brands Can Embrace Nostalgia Amid COVID-19

As coronavirus continues to disrupt lives around the globe, consumers are tapping into distant memories to cope with the pandemic. Our analysts uncovered a spike of more than 300 percent for quotes related to “smell” in consumer reviews in the last six months. For example, “This cream smells just like a bright sunny day, and it also smells like a sunset on the beach, it brought up all my memories from my childhood and happy summers I had.”

Brands can personalise nostalgia in their marketing messaging to further connect and engage with consumers and increase their overall conversion rate.

Another trending topic is DIY cosmetics as consumers are turning to DIY solutions and customising their own hand sanitizers, body, and facial solutions with a focus on recreating smells from old memories: “I remember when I was a kid, witch hazel was always in the medicine cabinet but recently I downloaded a book on how to make homemade soaps and facial cleansers.”

2. Personalised Skin Care Regimens

Brands such as Glossier & The Ordinary are taking personalisation to a whole new level. In 2018, Glossier launched its first 10-minute skincare quiz to give customers insights into their skin types and offered personalised skincare routines based on the skincare quiz results ahead of their purchases.

Self-tanning drops are also gaining momentum in the skincare category as consumers enjoy using Isle of Paradise, Clarins Paris, and other self-tanners because they can customise their tans by using a specific amount of drops, “I love this stuff and it’s great on sensitive skin! I really enjoy how you can customise the tan that you want just by the number of drops you use. I put 2-3 drops in my moisturizer before bed and wake up to a sun-kissed looking face that matches the rest of my body!”

 3. Personalised Thank You Notes Post-Purchase

Personalisation doesn’t end after the sale. Companies such as COOLA, Glossier, Drunk Elephant, Teddie Organics are investing in customer service departments that are dedicated to personalising skincare regimens based on the customers’ skincare concerns post-purchase and ensure the customer is satisfied with the product’s results, “This company also has great customer service they email you to make sure you are satisfied with their product.”

Brands that engage in post-purchase marketing and customer service will differentiate themselves from the rest. Post-purchase messages can have a variety of subjects ranging from product recommendations, reorder reminders, personalised skincare routines, and other tips/tricks.

Digital Transformation Through Personalisation

Personalisation in beauty is still nascent and there are many issues brands will need to address before the beauty and skincare category can go mainstream.

For example, personalised skincare routines, customised packaging, and ‘concierge-like customer services’ make it increasingly difficult to scale personalisation. Price is another factor as these high-end services and customer engagement strategies are expensive.

Today’s customers expect brands to cater to their fickle needs and preferences so the integration of personalised technology and services is here to stay. Brands that offer this digital experience and personal connection are poised to win after COVID-19.

 

Interesting links:


Tamar Sasson

Tamar Sasson

Tamar Sasson is the Director of Customer Success & Product at Revuze (Nielsen & SAP backed) AI-enabled technology analyzing millions of customer reviews, online opinions, and offline pieces delivering experience-related insights and intelligence for companies to optimize decision-making.




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