A lot of consumers make their decision to buy things online with the influence of online content, and reviews play a big part in shaping the scene. For example, when it comes to make up and skincare products, most consumers will compare what’s being said about brands in these beauty niches before they decide which is better. In this article, you’ll have a look at all the ways customer reviews are impacting the beauty industry, why having a second opinion is so important, and how these reviews help beauty brands with their marketing strategies.
What do reviews mean for Sales in the Beauty Industry?
Customer reviews tend to have a big effect on sales in the beauty industry, with revenue rates constantly increasing. For example, it’s said that 90% of customers who buy things online, always read reviews beforehand and about 61% of these customers will only trust a brand with high-ratings if it has a ton of customer reviews. With that said, the beauty industry makes over $100 billion every year and most skincare brands will make over $177 billion by the time 2025 rolls around. Furthermore, brands who are in this group are obviously the ones proactive about nurturing their reputations by keeping up with customer’s expectations.
The help of Credible Influencers and Their Opinion
Brand partnerships or collaborations have a big influence on consumer behaviors because it not only shows the beauty brand’s following on social media, but it also increases sales through a strategy called word-of-mouth marketing. For example, many beauty brands reach out to Instagram and TikTok influencers to do product reviews on newly released items such as facial cleansers or lip oils. In addition, these reviews are done by trying out the product, usually on a recorded video, so that consumers will have a chance to engage and be entertained by the content. As a result, likes and comments will grow on these posts and boost the skincare or makeup brand’s visibility, growing the beauty industry as a whole.
How Reviews Influence Brands and Their Marketing Strategies
Customer reviews and feedback have a significant influence on beauty brands and their marketing strategies. For example, customer feedback can shape new beauty trends for organic makeup or clean skincare routines. Additionally, customers help brands to recognize new trends and kind of serve as early warning systems before the brand’s product becomes mainstream.
Furthermore, when brands receive negative reviews, they tend to use this feedback as an opportunity to adjust their current product lines and create new developments. For instance, if there’s a majority of customers complaining about a concealer wand or face toner bottle cap, the brand is more likely to listen to its audience and make these design alterations.
Why Social Proof is so important for Consumers
Similar to how social influencers can impact a brand’s visibility and sales, social proof from everyone on the web helps just as much. For example, this social proof acts as a positive testament for a particular brand’s product and can reduce a customer’s worry that the beauty company is untrustworthy. Moreover, seeing that most people read so many reviews before buying anything, they’ll be more influenced to buy a product because other people are, which is very much like fear of missing out (F.O.M.O).
Conclusion
Overall reviews simply act as guiding lights in the beauty industry, to either make or break a product. In addition, with each customer adding their suggestions, they help to set industry standards across all beauty niches, whether it’s sustainable and cruelty-free beauty all the way anti-aging and organic skincare. As the beauty industry grows, more and more reviews will continue to provide helpful insight to brands, helping them flourish in sales and create more trends in the industry.
