Alon Ghelber, CMO, Revuze01.25.21
As online shopping continues to grow, the fight for a place on the digital shelf is getting fiercer and definitely more product-centric since consumers have alternative options to compare with.
Revuze, a customer insights platform for companies like L'Oréal, Coty, and P&G, recently crafted a fresh new star rating contributors report for the U.S. Mascara category for 2020.
Our AI analyzed over 146,116 consumer reviews from 1500 SKU's of all the U.S. Mascara category; we discovered a total of 76 topics discussed by consumers driving positive and negative reviews.
Here are the top 3 topics:
- Hydration (Do products dry up before they reach consumers?)
- Volumizing ability is presented in 21% consumer discussions of 5-star reviews.
- Long-lasting is talked about in 12% of positive reviews.
Hydration is a negative topic discussed in 43% of all negative reviews. The mascara industry seems to suffer from products that dry up before they find their way to consumers. Dried up or faulty products tend to crumble more and are much harder (sometimes to the level of impossible) to apply. Amazingly, over 40% of negative reviews include this topic as the first driver; Logistics and Packaging are also driving negative reviews. There seems to be a correlation between Logistics and Packaging, and Hydration.
Consumers with short lashes love how natural the volumizing effects are shown and how easy it is to see instant results in products that deliver this in one single coat.
Consumers were more likely to give 5-star reviews to mascaras that showed results for an entire day and were able to wash off easily. Regardless of the brand or its costs, mascaras that performed the whole day and had extraordinary volumizing abilities got a higher star rating than their competitors.
Based on this research, one question every major cosmetic company should ask itself the next quarter is: Do my products dry up before they reach consumers?
Judging by the number of negative reviews, it looks like it.
