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NOW READING Why It’s Time For Beauty Brands To Pay Much Closer Attention To The Quality Of Their Product Reviews
June 8, 2021

Why It’s Time For Beauty Brands To Pay Much Closer Attention To The Quality Of Their Product Reviews

Honest, diverse and detailed product reviews from industry professionals are the holy grail for any beauty company, and consumers deserve to see a lot more of them. 


 

Think consumers are disinterested in another person’s opinion? Not on your life. Most of the time, people want to know what others liked or disliked about a product before whipping out their credit cards, which makes trustworthy, thoughtful reviews from a diverse community the most valuable commodity and an integral step toward achieving brand loyalty. 

 

beauty product reviews
Beautytap’s digital community of multi-cultural beauty professionals share authentic, deep dive product reviews that are in a league of their own.

 

Consumers Trust Firsthand Experience More Than Advertising

 

In a world of product placement, advertorials, and sponsored social content, today’s consumers are hyper-conscious about “the pitch,” which makes it more important than ever for brands to develop a bond with them in a non-traditional way. Advertising won’t make that happen, so establishing trust often relies on the words and recommendations of experts with trusted credentials and no permanent ties to the company. According to a 2019 study on brands and trust, 62 percent of the surveyed group specifically noted that they “[couldn’t] afford [to make] a bad purchase,” and 77 percent said that good reviews were a “deciding factor in their brand buying decision.” 

 

Quality Reviews Are Weighted the Same as Personal Recommendations  

 

Before making a purchase, the vast majority of consumers turn to reviews for guidance. According to a 2020 BrightLocal survey, nearly 80 percent of consumers “trust online reviews as much as personal recommendations from friends or family.” And since shopping online has skyrocketed since the COVID-19 pandemic hit, retailers with an eye for growth and longevity need to tap into the review marketplace in ways that align with their goals and objectives. That means getting products into the hands of professionals, not just influencers. When a reviewer’s experience aligns with both a brand’s values and a consumer’s desire, magic happens. 

 

 

beauty product review
Thoughtful, genuine reviews are said to be a deciding factor for consumers considering product purchases.

 

Macro-Influencer Versus Micro-Community

 

Scroll through a makeup or skincare subreddit, and you’ll quickly learn how people feel about unvetted or celebrity reviewers. Many consumers distrust the opinions and feel as though the posting parties weren’t entirely honest. This is a classic example of the disconnect that happens when a brand focuses more on macro-influencers than working with those who would actually be looking for that specific product in the first place. Partnering with a single influencer may gain a brand temporary traction but tapping recognized industry professionals offer better results. 

 

Beautytap’s experts span the entire beauty gamut with specialized skills and expertise in social media micro-communities. Not only do reviewers have their own following, but they also have better one-on-one engagement. Community members often trust them precisely because they know their input is highly valued and appreciated, given they learn about the products from the brands themselves.

 

Industry Professionals Aren’t Just Sent Free Products

 

As much as people joke and say, “Will work for product,” the truth is there’s a lot more at stake than just getting a jar of night cream or a new supplement. Any product that a reviewer is willing to put through its paces and then share their honest observations about impacts their overall reputation. Beauty professionals don’t accept every offer that comes their way, nor do they want to, because reviewing is not an effortless undertaking; it requires passion and commitment. 

 

Crafting an organized review with genuine touchpoints that will resonate for others is akin to writing a cover letter for a résumé. It’s not a free-for-all, anything-goes task. Many reviewers, including me, spend hours gathering their thoughts, looking up ingredients, analyzing textures, imagining the real-life human being the product will appeal to, and creating compelling images and content for their own social pages.  And you will only find dedicated product reviewers at Beautytap.

 

best beauty product reviews
Beautytap’s community of beauty experts undergo brand-lead masterclasses to equip them with solid product knowledge along with enriching editorials that help them write game-changing product reviews.

 

Reputable Reviewers Have a Long-Term Vision 

 

There will always be people who are willing to exchange their thoughts for a product, but the Beauty Experts in the Beautytap community are evaluated heavily and then held accountable for writing timely, substantive reviews (at least 750 characters) or they can be removed from the program. 

 

According to Cliff Beach, VP of Digital & Operations for Beautytap, “Our community of Beauty Experts are vetted to check for significant beauty industry experience before joining our network; they are given vast product knowledge education and are also coached on how to best write deep-dive, honest reviews. We also thoroughly check all of our content on Beautytap.com to strive for 100% quality assurance that each review is authentic and well-written. The focus is always quality over quantity, providing more meaning and value to the reader to be able to make better informed product decisions.” 

Not every reviewer makes a career of sharing their insights and observations with others, but most industry professionals – especially beauty professionals – recognize that educating their clients includes a certain amount of personal experimentation. Brand awareness doesn’t happen in a vacuum, and since our integrity is on the line, we’re vigilant about staying attuned to new releases and trends as well as the concerns of the people who rely on us for guidance. Reviewing products gives us a portfolio of experience that is often forgotten when recapping our responsibilities in a given role. 

 

Thoughtful written opinions by diverse, multicultural reviewers, however, are evidence of our engagement and commitment to the beauty industry as a whole. What more could a beauty brand ask for?

Tracy Ann Teel is a full-time freelance writer and the owner of Finesse Writing and Editing LLC. She’s a tutorial writer for San Francisco Globe’s beauty platform, FierceLeague.com, covering everything from skin and hair care to makeup and nail art. She writes for skincare companies, dermatologists, and cosmetic surgeons, and proudly taught at her MFA alma mater, the University of California Irvine, as a member of their adjunct faculty in English. She’s been a textbook reviewer for Prentice Hall, been recognized three consecutive years in the Who’s Who Among America’s Teachers, and has written professionally for 30+ years. Her poetry chapbook Such Dust was published by Finishing Line Press, and her work has appeared in Alaska Quarterly Review, Rattle, Pearl, Kaleidoscope, and Lake Arrowhead Life.

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COMMENTS 14

meghan


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

This is one of the best reads, Tracy. Thank you so much! I do love writing reviews, however sometimes I struggle to put my thoughts into words. I have gotten way better over the past couple years, but my gosh, the Beauty Tap Community has been a great help! Do you still plan on possibly holding a class on reviews? I would absolutely attend!


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

A review masterclass is very much in the works, Meghan. I'm hoping to be able to do one in August. Just need to get all the planets to align to make it effective for everyone. Will keep you posted! Reach out any time if you need help, though. I'm always happy to help!

elyciarubin

Read a Beautytap review and you'll quicly see that no other reviews compare. They're detailed, thoughtful, diverse, and they have heart. Consumers are savvy - they can tell when brands don't invest properly in their reviews. How many times have you read a moisturizer review as follows: "This is my favorite product." OK, thank you. But, what exactly is it about this product that makes it your favorite? Brands must pay attention to this space as honest, detailed, trusted reviews are vital to their success.


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Exactly, Elycia! So often, I'm frustrated by simple star ratings without details or reviews that are only one sentence long. Crafting a quality review is akin to giving back to your peers. It's how we help each other as professionals and help guide consumers by explaining why a product works or doesn't. Beautytap has set the bar for all other sites.

stephinitelyglam


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Tracy, your articles are my favorite! Always insightful and real!! The value Beautytap places on expert reviews is the reason I joined the team. Seeing how other professionals are using , enjoying and even disliking a product is huge because as an esthetician I have a diverse book of clients with all different types of needs! It’s great to help each other in this way and improve products, companies, and help each other grow!


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Oh, you're too kind. Thank you! As beauty professionals, we have such a unique opportunity here, and I'm so grateful to be part of the family. Beautytap's review program offers truly reputable reviews from experts who know what does and does not work.

gretchellpaltao

I'd prefer honest review by professionals instead of just some paid random try on videos on youtube


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Me, too, Gretchell. I rely on reviews when making a purchase, and seeing that someone has beauty credentials makes me trust their reviews even more.

neter


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

What a great insightful read! Product reviews are an ultra important aspect of product marketing. I love that in our program we are true beauty professionals because our education definitely causes us to view products differently than the general public.


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Absolutely! Authenticity matters to me as a consumer, and I would definitely trust the reviews on Beautytap more than other sites because of the vetting process to become a Beauty Expert.

freshfacedover40


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

Thank you, Tracy for inspiring all of us. I have personally learned so much just from reading your editorials. You are a master at your craft.

On a personal note I am trying to figure out what I have to offer companies that is different from what others might say. Every review I do and every photograph I take becomes very personal to me. I want to do my best work always. I love honest reviews. Not every product we try is going to be a holy grail product. So, I refuse to just gush on products I do not... Read more


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

You touched on something very important here: taking the experience personally. By including your background as well as your skin or hair type in your reviews, you connect with consumers. Some may scroll past your review if they don't identify with you, but most will see that even products that don't work for you might work for them. By bringing honesty and authenticity to your reviews, consumers and companies will always appreciate what you have to say (even when it's not always a 5-star review).

hmpocketglam


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

This is such a great editorial on the benefits of the Beautytap Experts program! There are so many volume-driven reviewing programs out there right now and the quality of the reviews suffers as a result. A lot of reviewers might fit a brand's demographic but not have the ability or desire to provide well-thought-out reviews. Many are just in it for the freebies and it shows. The Beautytap Experts program is unique in that the expert community is educated and passionate about providing thorough and honest product representation in our writing...and it shows.


tracyteel


Verified experts are beauty professionals who receive free products for independent reviews without receiving payment.

You're so right! In-depth reviews take time to craft, and if you're not passionate about educating others, your reviews will suffer. I love the accountability factor that's built into the Beauty Expert Program. Shoddy reviews are easy to spot, and experts that don't fulfill their obligations don't remain in the program.