How Beautytap Helped REN Clean Skincare Successfully Seed The Canadian Market

REN partnered with Beautytap for detailed, honest reviews by a diverse community of verified beauty professionals.

Launching a new product comes with obvious obstacles, but promoting a reformulated bestseller needs to be handled with even greater care. When REN prepared to launch a new version of its hero AHA toner in the Canadian market, the brand founders enlisted skincare experts in Beautytap’s Review Program as a way to generate detailed reviews, so potential consumers could make informed decisions about their purchase.

At a Glance

Goal

In advance of the launch of Ren’s newly reformulated hero product, the brand sought to quickly seed the Canadian marketplace, particularly the Sephora Canada platform.

Solution

Capitalize on the knowledgeable, first-person, experience-based reviews from beauty industry experts by adopting a standard model campaign for REN’s reformulated SKU by creating multi-platform buzz with accompanying UGC.

Benefits

By selecting the Beauty Expert community, REN ensured its seeding efforts reached industry professionals with a working knowledge of its new product, which allowed their direct-to-consumer site as well as Sephora Canada traffic to read extensive, well developed reviews prior to purchase.

Aim

To exceed 100 reviews in a 10-week time frame

Product Reviewed Using Standard Model

• REN Ready Steady Glow AHA Tonic

Results

The REN Ready Steady Glow AHA Tonic campaign approach exceeded promised expectations of 100+ reviews by a whopping 65 percent.

Time

10 weeks for standard model campaign, including Sephora Canada 

Snapshot

4.7 average star rating, 165 reviews on Beautytap and REN D2C site plus 120 reviews on Sephora Canada, one product reviewed, brand editorial, master class, and newsletter

Sustained Influx of Substantive Reviews Over Weeks Not Months

Star ratings may attract a consumer’s eye, but an insightful review with relatable details has more persuasive appeal. Beautytap Beauty Experts test and gauge a product’s effectiveness for a full 30-day period, so their observations offer more than simple first impressions. These reviews meet or exceed 750 characters and are submitted once reviewers have a full understanding of the product’s efficacy. Unlike reviews designed to coincide with a specific launch date and attract a short-term influx of attention, the 10-week campaign yields a steady influx of valuable content that continuously updates the product’s status on commerce sites.

Ample User-Generated Content and Reviews Extend REN’s Reach

Now more than ever, consumers read reviews and are influenced by social media content. The Beautytap campaign yielded both as many vetted beauty professionals took to Instagram, TikTok, and Facebook to share their insights with their audience. Beauty experts tag brands on their posts, and that same content is often shared, thus extending REN’s reach even further. Additionally, the syndicated reviews appeared on REN’s D2C site as well as Sephora Canada – content that could be further utilized in brand campaigns.

Credentialed Industry Experts Are More Persuasive Than Marketing

According to a ReviewTrackers 2022 report, consumers “don’t trust companies with lower than 4-star ratings.” REN’s cumulative 4.7 star rating spans 165 reviews, which translates into consumer confidence and a deeper connection to the brand. From video reels to carousel posts, content shared by estheticians, makeup artists, and skincare enthusiasts is a win-win for all parties. So when a medical esthetician awards a product five stars and says it “has to be at the top,” consumers trust that opinion more than anything written on the packaging itself.

Are you looking to harness the power of legitimate reviews written by beauty industry veterans? Click here to learn more about Beautytap’s revolutionary expert review program.