We’ve all seen the commercials promising youthful skin, incredible lustrous hair, or bronzers that promise to highlight your skin tone. Just who rates these products, and how are so many able to make these kinds of claims?
Beauty is a very interesting industry because results can vary, but companies do their diligence to make sure the products offered do what they claim they can do. Here’s a bit of insight into how the beauty industry rates and markets its products.
Testers Make a Difference
Every manufacturer wants data to back up the promises they make to consumers. The FTC also targets makeup and beauty products frequently because the market is rife with poorly conceived products. Testing is a good way to establish the product’s quality while avoiding the legal pitfalls of over promising. A beauty product testing company helps manufacturers find live and neutral testers. These testers conform to certain standards that provide proof that a product is working, and offer a testimonial of the product that is ready to market.
Why hire a benchmarking company for makeup? False claims and bad PR sink businesses in this industry, where reputation is everything. Having these kinds of testimonials, and data that shows progress helps guard against false negative claims.
Feedback is Important
User feedback is important too. Companies hire research teams to skim the web, looking for what customers are saying about a product and how it’s being received. There’s a lot of work that goes into finding negative PR and looking for creative ways to respond to it.
MAC had a small controversy in 2016, where a closeup of a black model’s lips caused some stir on social media. Feedback on the image was decidedly negative. The company changed its bio to be more inclusive: “All Ages, All Races, All Sexes”. Leaning into that controversy helped the brand establish itself as socially progressive while selling a new line of makeup.
Beauty Bloggers and Vloggers
Beauty bloggers and YouTube celebrities also have a role to play. These bloggers teach their audience how to use the makeup they find, and how to maximize its effectiveness. Like makeup hacks but designed so that a person can master a certain technique. Contouring is a good example, where nearly every artist will preach fundamentals with their own take.
The review that these bloggers give to the products they use carries a great deal of weight with their audience. Professional and semi-professional artists hold good sway over the beauty industry and report on upcoming trends by traveling to various shows around the world.
Magazines and editors used to hold this power, and Vogue and their ilk still do to some extent. However, the market is broad and there are many choices. Bloggers can focus on a particular niche within beauty, like vegan makeup, that other publications can’t. For smaller companies, getting product placement on these blogs can be a huge sales and reputation booster.
Beauty products can’t make spurious claims out of the blue. It must be backed up by some kind of data, which typically requires lots of testing and gathering of feedback. Today, this job is easier but more data-intensive than ever before. Scanning the web for brand mentions has become a simpler task, parsing that information into meaningful data that drive future product launches is a bit more complicated.