“The shopper spoke.” One of the biggest to date, the report comprehensively analyzes consumer sentiment in the beauty industry, highlighting key trends that help beauty brands refine their products, marketing and customer engagement strategies.
Danna Rabin, general manager of UGC at Yotpo, explained the importance of using a vast dataset for analysis into CosmeticsDesign. “The large dataset provides high accuracy for detecting trends and inputs,” she said. It said it was “one of the largest consumer sentiment analysis ever conducted and covers actual unsolicited feedback from shoppers of 14,000 brands.”
She added, “Unlike studies that rely on self-report data, reviews reflect an authentic buying experience and give brands authentic, unfiltered insights about what works and what doesn’t work, We shared important takeaways from the analysis of the report.
Consumer pain and preferences
One of the most prominent findings in the report is dissatisfaction with mascara preparations. “59% of mascara reviews cite issues like coagulation, tough removal and heavy formulas, especially due to the extension of mascara that appears to be the most disappointing,” the report states.
To address these concerns, Rabin displays recommendations for consumer application techniques and tools, and answers frequently asked questions to help brands “ensure simple tips and tutorials” I proposed to do it.
The report also shows generational disparities in scent preferences, with 79% of positive reviews highlighting the fresh, fruity scent that Z preferred, while millennials are faced with masks and sandalwood. I pointed out that it leaned towards classic notes like this.
“Brands need to adjust campaigns that resonate with millennial and Z scent styles,” advised Rabin. She recommends targeting campaign launch efforts that are most likely to be successful using techniques such as “bonus loyalty points for different scent profiles,” and “based on age and past purchases.” It focuses on dedicated segments and highlights the spotlight on the scents they like most. .”
Challenges for multipurpose products and skincare expectations
While multipurpose products appeal to shoppers for convenience, Yotpo’s analysis revealed that they often received mixed reviews. “Customers love convenience, but they expect quality to match,” Rabin said.
Therefore, she recommended that brands with multifunctional product offerings “emphasize the versatility of minimalists, place them as travel essentials, share real wins and seal the deal.
Serum also faced scrutiny, with 20% of revenue-related reviews being measured, citing ineffectiveness, particularly for anti-aging and moisturizing methods. Rabin suggests that brands “use custom questions in review requests to ask shoppers about their skin type and serum experience.”
Cosmetics trends and the impact of AI on product reviews
The report highlighted a unique struggle for consumers with wavy hair. The wavy hair products were one of the lowest emotional scores at just 4%.
To address the challenges faced by this consumer demographic, Rabin recommends brands take a proactive approach. “We’ll start by creating a survey to learn about shoppers’ hair types,” she says, “using this data we’ll use tutorials, product recommendations and UGC for wavy hair. I’ll create a dedicated email.”
She also advised hair care brands to highlight tips on tackling frizz and dryness as a way to better engage with consumers for textured hair care products.
Lipstick preferences also differed across generations in the analysis of the report. While Gen Z Consumers preferred bold and long-standing colours, millennials opted for comfortable neutrals, and older shoppers were drawn to classic hues of hydration.
To leverage these insights, Rabin suggested, “use review insights to create a campaign to speak to all shoppers.” “It highlights the bold, long-term shades of Gen Z, the cozy neutrals of millennials, and the classics of hydration in veteran professionals.”
Overall, this report highlighted the increased impact of AI-powered review analyses in promoting beauty product innovation and personalization. Using AI, she concluded, “Identify complaints at the top (“too dry” or “too bad pigmentation”) and refine the formulation accordingly.” The beauty brand concluded that “use technology to detect upward trends early and adjust product development accordingly.”
