There are different types of product tests: before market launch (clinical tests and trials, instrumental tests, studies, research and development, in vitro tests…), at the time of launch, and finally after market launch (usage tests).
Consumer tests allow evaluation of a product’s potential during its creation or to get comprehensive and detailed feedback on existing products. Whether it’s about texture, fragrance, effectiveness, or packaging: consumer testing allows you to gather valuable information on product appreciation based on the population chosen for the test.
In this article, discover how to launch cosmetic product tests, the steps to follow for a successful test, and most importantly, the benefits gained.
Table des matières
Why Launch a Product Test in the Beauty Industry?
Consumer tests in the beauty industry have multiple objectives:
- Test and measure the concrete effectiveness of the cosmetic product;
- Obtain detailed opinions, feedback, and evaluations to improve the quality of the cosmetic product;
- Generate qualified consumer reviews, essential for the trust of future consumers;
- Improve the brand awareness and visibility of the cosmetic brand.
If you’re in the beauty sector, you know how crucial customer reviews are for brand image and sales.
Just 50 reviews on a product page can increase the conversion rate by up to 30%…
…Provided that these reviews allow internet users to truly envision themselves using the product and provide details on texture, effects, or sensory aspects.
With the Trustt Reviews module, reviews submitted by consumers are segmented to provide precise and detailed information, and also indicate the profile of the person who tested the product (skin type, age range, etc.). They also allow the addition of before/after photos when appropriate for the product, or even video capsules.
This type of UGC (User Generated Content) is one of the most common and can lead to a very clear increase in sales when it is complete and detailed.
A great example with this review concerning a vegetable hair dye from the Emblica brand, part of the Bleu Vert group:
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When we talk about reviews, it implies a prior purchase of the product by a consumer or… via a product test!
Cosmetic product tests have become essential for cosmetic brands, at every phase of the product’s lifecycle. Consumer tests allow for gathering valuable feedback on products, beneficial for both brands and the end consumer.
As cosmetic brands, these consumer tests allow you to:
- Verify the match between the product and the target profile: which amounts to conducting a real market study;
- Understand the product performance (effectiveness, sensory aspects, texture, final evaluation);
- Help understand the positioning of the product compared to the competition;
- Understand consumer expectations regarding this type of product;
- Highlight the product’s strengths and its differentiating points.
For the end consumer, product testing allows:
- Assistance in making a purchase decision faced with the multitude of products presented:
In France, 87% of consumers consult customer reviews before making a purchase decision and 79% of French people trust customer reviews.
IFOP
- Reassurance about the effectiveness or quality of the product based on their criteria and needs.
The Selection of Cosmetic Product Testers
The selection of the panel of cosmetic product testers is a crucial step. Some brands offer a registration process to become a volunteer tester, but this type of approach is not only time-consuming but also difficult to make known to internet users, especially if the brand lacks notoriety.
There are product testing platforms (or survey institutes) that proceed by random selection to choose a panel of volunteer testers.
Problems? This type of test is very expensive (minimum €4000) and does not allow for optimal targeting of the population. Thus, a brand wishing to test a day cream for sensitive skin risks having skewed results due to the mismatch between the product and the people testing it.
With the Trustt solution, brands set up an Ambassador Program on their site, with the aim of launching product campaigns (or product missions) throughout the year.
Volunteer consumers, called ambassadors, can register for the Program and be selected based on their responses to the application form. Each campaign (mission) being unique, the questions asked are also unique! In addition to collecting qualified opt-ins, brands are then free to select the ideal panel to test the product for the campaign in question.
The integrated intelligent panel allows filtering of candidates according to desired criteria, once an initial sorting has been done based on the form responses: age, gender, profession, consumption habits, average budget, skin/hair type, brands usually used, etc.
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Using a Product Testing Platform Specialized in Beauty
To facilitate the launch of a product test, there are solutions that automate the entire testing process, from the selection of testers and/or influencers (with the aim of also collecting UGC such as social media posts) to the collection of reviews.
The Trustt platform allows you, in addition to selecting the appropriate ambassador panel, to obtain authentic and detailed reviews, and to create an Ambassador Program that reassures your customers and generates more traffic to your online site.
In addition to selecting volunteer panelists, this type of platform allows you to reach influencers who will actually test your products, without the need for collaboration or influencer partnerships. The advantage of associating influencers with tests? Benefiting from their audience to quickly gain visibility and notoriety.
Via their social networks, whether on Instagram, TikTok or YouTube, influencers will sometimes test the product live over several weeks and publish custom content (UGC, user-generated content) according to what the brand has specified in the mission (campaign) instructions.
The Benefits of Trustt for Beauty Consumer Product Tests:
- Mass collection of new qualified contacts;
- Enhancement of the brand’s Customer Centric approach;
- Automation of the testing system: campaign formatting, candidate recruitment, configuration of application form questions, reception of statistics and individual data;
- Intelligent panel with filter tool to select suitable consumers;
- Reception of text or video reviews;
- Validation of reviews before adding to corresponding product pages;
- Automatic collection of social media posts generated by content creators: high-value UGC that promotes the brand and products!
- Sending a usage test after the chosen trial period for the product: the results comply with regulations and allow for the inclusion of proven effectiveness data on communication materials / packaging;
- Obtaining valuable consumer data that helps refine the company’s marketing strategy.
How Does a Cosmetic Product Test Work?
At-home tests are the most suitable format for cosmetic products. In practice, the items are sent free of charge to ambassadors and content creators who agree, in exchange, to test them for several days or weeks to observe their effects and benefits: this is also referred to as product gifting.
To use the product, they must follow the brand’s recommendations and/or those indicated on the packaging. You don’t test facial skincare creams or skin hygiene products the same way you would test food products!
This stage is important and should therefore be long enough to allow ambassadors to observe the results and appreciate the benefits for their skin health or daily life. At the end of this testing period, the panelist shares their impressions through a detailed questionnaire (the usage test). These concrete responses from the questionnaire are then used to:
- Evolve the product if necessary (quality, formula, packaging, claim…);
- Populate online product pages with detailed reviews from ambassadors;
- Animate the brand’s social networks with product feedback, consumer verbatims, UGC photos and/or videos…
Ready to launch your product test in the beauty industry?
