Revuze Research Finds Boom in Online Customer Reviews in Cosmetics Industry

A spike in online customer reviews highlight new trends in the personal care and beauty industry in 2020, with both winners and losers

NEW YORK, Mar. 29, 2021 — Revuze, the automated product intelligence solution company, has released today a new study on trends that have emerged in the online cosmetics industry this past year. The report, entitled “How the Cosmetics eCommerce Industry Changed in 2020,” found a boom in online customer reviews of facial care products, shaving kits, grooming accessories, and DIY hair-coloring kits.

The report also highlighted a decline in sentiment in several product categories, including personal care and hair-related products, also due to shipping hiccups and first-time users’ product dissatisfaction. Hair products experienced a steep decline in sentiment, in particular due to negative reviews of hair-coloring products.

The main factors that may have contributed to these changes are the pandemic lockdowns and a general increase in online shopping, the report states. Beauty salon closures, for example, caused a spike in purchase of DIY beauty products. The data also reflects the beard-growing trend many men around the world took part in during the pandemic.

The headline findings revealed by Revuze’s report are:

• Due to COVID-19-related necessities and trends, certain cosmetic products experienced a significant surge in volume of reviews. These products include moisturizers, shaving kits, grooming accessories, and DIY hair-coloring kits.
• The three fastest-growing cosmetic eCommerce categories in terms of volume of reviews are facial care (+84%), shaving and grooming (+75%), and oral care (+51%).
• Facial care product reviews dominated the domain of verified purchase reviews, with an increase of +257%, as the industry experienced a rise in the use of skin care products.
• Sentiment declined in both personal care and hair-related product reviews, also due to shipping hiccups and first-time users’ product dissatisfaction.
• Hair products experienced a steep decline in sentiment, in particular due to reviews related to hair-coloring products (-8.5%).

A Shift to Online Retail

“As more consumers shift to the online shopping experience, companies have had to match the demand, not without difficulties,” said Boaz Grinvald, CEO at Revuze. “Online retail requires companies to focus on a different type of customer experience. Our technology can be used to understand the met and unmet needs of the customers who shop online.”

About Revuze

Revuze works with Fortune 500 companies and brands located all over the world to provide them with valuable insights into consumer analytics. Leveraging its deep technology, Revuze can analyze online customer reviews in any industry, detecting industry-specific lingo and sentiment expressions to help companies learn about their customers, their competition, and new market trends all without human interaction.

For further information, please contact:

Alon Ghelber, Chief Marketing Officer at Revuze

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