Beauty Tips For Body Care
Hey guys - I posted this on a thread recently and thought I would share here for anyone curious. We've seen a ton of beauty brands either buy reviews, create fake reviews, or otherwise have us be skeptical. How can a new brand already have 500 reviews on their products on Sephora? Why are the reviews all too good to be true?I worked at a product sampling company for 2.5 years and we generated 1000s of reviews for CPG brands including lots of beauty brands. The method is targeted, honest, and completely legal. This is pretty much what the process looked like:- Brand we're working with says they have a new product launching on x date, and they want reviews ready on websites on the same day. We run the sampling campaign in 'secret' with consumers MONTHS before the launch date. The brand pays us for the service of running the campaign: creating surveys, managing communications with consumers, shipping products, doing research, working on agreements with the websites and retailers, etc. almost like an agency. The reviews themselves are paid for because we help generate them, but the content of the reviews is not.- Consumers are targeted based on their demographics and preferences through a survey. For example, a new serum comes out and the brand is looking for 250 reviews from females age 18-35, shop high-end beauty only, make over 60k a year, prefer organic products and don't currently use brands x, y, z. The survey is multiple choice and we ONLY send the sample/product out to consumers who fit in each of this criteria.- Consumers receive the product at home through shipping. THEY ARE NOT PAID. Or at least in my last company we never did, and our competitors didn't either. We only ask for HONEST REVIEWS of the product and usually people are more than happy to write high-quality reviews in exchange for trying something for free, and before anyone else. We can't control what the reviews say, or what they look like. Most of the time the product is actually amazing so our community members love it, and write a great review with 5 stars. There are rare times where a product doesn't do too well, but the reviews will still go out to websites because they have to. It's helpful too because these negative reviews could be informative for the brand.- Post-trial, we survey the consumers again to collect their /5 star review, and other questions potentially for research.- On the day the product is launched, the reviews show up on e-commerce sites so consumers are well-informed before they buy.- Legal stuff: companies who do this always make sure they comply with FTC regulations and other required laws. We operated in the US and Canada, so always made sure that any consumer was well aware of how their review would be shared. They agree to terms and conditions that their review, with their nickname, would be posted to other websites and our partners. Anyone who said "no" would never have their review go through.There might be concern in the fact that we would only send the product to people who really liked it. But that's the whole point. If you have acne and oily skin, why would you trust a review for an anti-acne product from someone with dry skin?I believe this process started with good intentions - to make sure we all read reviews that are relevant to us. Unfortunately it's taken a horrible turn and now we're hesitant to trust reviews at all. I'm not speaking for companies like Sunday Riley who actually committed crimes and should be held accountable. Not all brands follow this process I've outlined, but most of them do for sure.
Girls Blog 2015
Submitted by PuzzledFerret3
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