According to research by Global Web Index, 45% of beauty consumers look to reviews for online research purposes before buying a product.

What’s more, one in two beauty consumers say they’re motivated to buy products based on reviews from others.

It’s clear that beauty brands rely on online reviews – arguably more so than in other industries. This is largely due to the difficulty of proving the supposed benefits of skincare or beauty products. Essentially, consumers rely on others to tell them whether a product actually ‘does what it says on the tin’. Additionally, there’s a highly personal element to beauty which means that trust in reviews is vital. It can often be about the way a product makes a person feel as well as look – and nobody wants to base that investment on a lie.

Unfortunately, following on from high-profile scandals, there’s been increasing scepticism about the validity of online beauty reviews in the past couple of years. This leads us to ask the question: do beauty consumers still trust online reviews? More to the point, what can the industry do to sustain levels of trust, as well as combat the apparent decline?

Premium content

To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Use the button below to view your options and sign up. Already have a subscription? Simply sign in below

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com