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NOW READING Why Diverse Beauty Product Reviews Are Essential To A Brand’s Success
March 29, 2021

Why Diverse Beauty Product Reviews Are Essential To A Brand’s Success

Diverse and transparent product reviews are the new “digital currency” for any beauty brand. 


 

Remember what purchasing beauty products was like before the era of online reviews? We relied on magazine editors to report on trends, recommend the creamiest lipsticks and skin-smoothing serums—and when someone you knew and trusted made a noteworthy find, their opinion was gold. So, it makes sense that when reviews started popping up online around 20 (!) years ago, and bloggers (a.k.a. everyday people) began sharing their thoughts on the latest hair masks and swatching shades of new foundations, it had a tremendous impact on sales.

 

beautytap reviews
Beautytap is the first online community that offers authentic product reviews from a diverse range of beauty professionals.

 

In today’s marketplace, authentic online reviews are crucial to a brand’s success and longevity. The opinions and experiences of other consumers are accessible at any time and reading reviews online prior to making a purchase is common practice for the majority of people. According to Inc., “91% of people regularly or occasionally read online reviews.” And Yotpo, a leading eCommerce marketing platform reports “the #1 thing that convinces women of every generation to make a discretionary purchase are positive customer reviews.”

 

Yes, online reviews are a necessity for any brand. But more important is the quality of the reviews and the actual people who are writing them. “More than 7 in 10 women say diversity impacts buying decisions,” per Yotpo. “Women prefer to buy from brands whose ads feature a variety of ethnicities.” And transparency is center stage given the ongoing controversy around many brands encouraging their own employees to post reviews of new products and sites selling fake reviews. But savvy consumers have become adept at quickly recognizing the deception.

 

Enter the new commodity for any beauty brand – diverse, authentic and detailed product reviews. 

 

Different Times, New Standards

 

beautytap expert review programs
Beautytap Experts are composed of diverse beauty professionals.

 

Nowadays, a simple one- or two-sentence review from someone you know absolutely nothing about just doesn’t cut it—especially when it comes to purchasing beauty products. For one thing, it helps when the reviewer has a credible opinion. This is why Beautytap vets their beauty experts: consumers can feel confident that the person behind each review is coming from a place of knowledge as an experienced beauty professional. Authenticity is also important: you’re more likely to take a cue from someone you trust and have developed a relationship with, rather than a random stranger.

 

But for a beauty review to be truly invaluable, knowing pertinent information about the person who actually wrote it is crucial, especially when considering the skin tone, age, and hair type of the reviewer. Just as learning the height and measurements of someone who bought a piece of clothing in a specific size can aid in determining how that same item might fit on you and help trigger a purchase, understanding whether a sunscreen formula left a white cast on someone with a similar skin tone as yours is vital. As brands offer products catering to a wider range of skin tones, hair types and specific beauty-related needs—it’s imperative to offer customers honest reviews that are written by individuals from a diverse range of ethnicities, ages and backgrounds.

 

A shift toward diversity and inclusivity, which is reflected in everything from model representation and available makeup shades, to a new crop of genderless brands and age-inclusive product lines, has been a main focus in the beauty industry over the past few years. When singer Rihanna launched Fenty Beauty in 2017 with no fewer than 40 foundation shades, many brands quickly followed suit—but not all of them were as successful (what’s the point of launching 30+ shades of makeup if most of them are geared towards one type of skin tone?). In these scenarios, online reviews also provide useful feedback and help steer brands in the right direction.

 

 

“Beauty companies are encouraged by their customers and held publicly accountable to support high diversity standards,” says James Sun, CEO of Beautytap. “In addition to the employees they hire, execs they promote, and models they use, the people who review their products should also represent diverse faces. Reviews are the new digital currency for product sales and the industry should be proactive about having diverse people write these reviews,” he adds.

 

This is why Beautytap’s brand ethos is centered around driving diversity through professional reviews. Not only are their reviews written by professional experts whose opinions you can trust, their beauty expert base is also made up of a veritable rainbow of people from different origins, ages, skin tones, and hair types. Makeup and skincare products never work exactly the same for any two people—no matter how similar their complexions or skin types may be— so collecting as many honest insights as possible from an array of multicultural voices is the best way to form an idea of whether a product may actually work for you before taking the plunge and hitting that “Add to Cart” button or making purchases at the store. 

 

Do you read beauty reviews before making a purchase? What makes a review useful in your opinion? Share your thoughts in the comments.

Mariève has been writing about beauty online and in print for over 10 years. Half-Canadian and half-Japanese, she loves that being a freelance beauty writer gives her the opportunity to explore the cosmetics landscape from Montreal all the way to Tokyo. Also on her mind at any given moment: cats, music, figure skating, food, and her next trip to Japan. You can find her (and her beauty illustrations!) on Instagram at @by.minoue.

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COMMENTS 19

I am proud to be a part of such an important voice in the industry!

marieveinoue

It's great to see diversity made a priority! :)

Great read, Marieve. It's difficult to remember a time when I didn't read multiple reviews before making a purchase. I also appreciated that you included a link to Temptalia. I've relied on her reviews and swatches for (yikes!) nearly a decade and wouldn't dream of buying a new palette without looking to her for insight.

marieveinoue

Thanks, Tracy! I remember when Temptalia was THE site to find swatches of every color of a product. The concept seemed so revolutionary then!

I cannot agree more with this article and the quote from our amazing CEO, James Sun. Does anyone remember the book “Don’t go to the Makeup Counter Without this Book?” Well it ages me but it was the first book I saw that was full of reviews of make up brands you would see if you walked into a Nordstrom or Saks. It was before blogging and digitized reviews were widely accessible, and featured a team of various women who literally tried on products and wrote about it. It had its limitations, it was mainly a female panel, more expensive... Read more

marieveinoue

I definitely remember a time before beauty reviews, and they've become so invaluable now—as have reviews in general. Thanks for your comment!

I always read reviews before I buy something and I always go for the most negative one first and then read the rest.

marieveinoue

Reviews are so important in general; I also read the negative ones to see what the person had to say. It may or may not apply to me, but it’s still good to know!

100% agree!

elyciarubin

Knowing the skin tone, age, hair type and skin type of every product reviewer is imperative. This must be common practice across the board.

marieveinoue

Absolutely. I love that things seem to be moving in that direction, but I think the beauty industry as a whole still has a ways to go.

elyciarubin

Always a work in progress, right?

marieveinoue

Yup! ☺️

Having diversity in the beauty industry is a topic that is very important to me, especially since I am an esthetician and esthetics educator. I think that we have a ways to go with really having more diversified representation in the beauty world, and just as importantly, more well rounded beauty professionals. I've seen hair stylists as an example, who only address certain types of hair and will never deviate from that. In the skincare world, certain products and services such as sunscreens, chemical peels and lasers aren't always suitable for everyone and that isn't a great feeling to... Read more

marieveinoue

Agreed. It's great to see how much Beautytap has embraced diversity!

james

As a former diversity speaker and advocate, this is one of my more prouder moments in business to help increase diversity awareness in the digital beauty industry. It’s not only about the execs we promote, the people we hire, the models we choose....but it’s also about the importance of having diverse faces and skin colors who review the beauty products we purchase.

marieveinoue

I absolutely agree. Thank you so much for your contribution!

Reviews, especially from diverse verified experts, is a priceless commodity in the world of beauty and skincare. Reading these reviews is one of the best tools you can have on hand when trying to find a specific product that will work for your needs. Without these reviews we would be lost on our journey to effective, wholesome beauty products.

marieveinoue

Agreed! Diversity is so important when it comes to figuring out what might work for you.