06.05.2021

Product reviews increase the conversion rate: Customers become brand ambassadors with the DOUGLAS BEAUTY TESTER

With shops closed around the world, customers are currently unable to smell products, feel their texture and experience their effectiveness. This is where meaningful and authentic product reviews posted by other consumers are making more of a difference. 97 % of users take a look at reviews while shopping — a behaviour that the DOUGLAS BEAUTY TESTER takes advantage of.

The programme also invites testers to create authentic testimonials in the form of image/video content and share them on social networks, creating real storytelling and valuable user-generated content, with the brand learning from each of the experiences posted. Douglas turns exclusively selected testers from the Beautycard CRM programme into authentic product ambassadors. Through this, DOUGLAS MARKETING SOLUTIONS enables brands to create user-generated content at the ‘Place-to-be’: the product detail page. This affects e-commerce sales: the conversion rate can increase by a strong 44 % when a product has more than 200 reviews.*

No matter whether it’s for a skincare enthusiast or a make-up lover — we have the ideal tester for every product.

Beauty Tester
Douglas Beauty tester posting their reviews on social media.

As the largest beauty platform in Europe, Douglas has dedicated consumer profiles in the ‘beauty and lifestyle’ sector. DOUGLAS MARKETING SOLUTIONS is sure to find the right product testers for each and every beauty brand with its CRM data pool of over 44 million customers in Europe. No panel sharing and no scatter loss.

70–80 % of selected testers leave a review

The results are valuable and personal testimonials convince other customers of the products. Testers who are social media-savvy share their experiences with their community under the hashtag #douglasbeautytester and also use a brand-specific hashtag (#), so that a high level of word-of-mouth is created in their personal environment. This makes the testers into nano influencers who gain a great deal of influence, as you can see in this Influencity article. An individual results page is created for each campaign, which visualises the top reviews and social posts and anchors these results in an eye-catching manner in the Douglas World.

Syndication on up to 4 platforms

In order for the product review to reach maximum visibility on Europe’s No. 1 beauty platform, the reviews will not only be shown on douglas.de, but also syndicated to parfumdreams.de and to Austria and Switzerland.**

Mascara
Douglas Collection Mascara

Successful first campaign with Douglas Collection Mascara

The No Compromise Mascara by Douglas shows us how it’s done with an 81 % review rate. Within just two weeks, 161 additional reviews were left on the product details page. 78 % also took part in an additional consumer survey, which generated valuable insights into the purchasing behaviour of the target group. Customers are invited to post testimonial content, like videos or images, under a campaign-specific hashtag (#). The advertised brand can build on this as part of its digital media campaigns, and profits from a social media buzz as well as a long-lasting and positive SEO effect.

* Source: Bazaarvoice, Conversation Index, 2014
** depending on the booked package

Beauty Tester Box
Customers can test the product from the comfort of their own home.

Latests Posts

Augmented Reality by DOUGLAS – the BEAUTY MIRROR turns online shopping into a true shopping experience 

In the make-up world, shopping online can be difficult for many customers. If, for example, you don't know exactly which product you need in which colour, you may get the wrong tone. To counteract this, DOUGLAS has introduced the innovative BEAUTY MIRROR in the app: An augmented reality application within the DOUGLAS app that allows customers to virtually test make-up products. In this blog post, you can find out how DOUGLAS uses this concept to offer its customers in the online shop advice that almost feels like at the counter in the store and how the Beauty Mirror Brands benefit at the same time. Enjoy reading!

Behind the Scenes: Lena Marquardt – Team Lead Client Service & Consulting

Lena Marquardt is a media specialist with over 6 years of experience in service and consulting. She looks at what is happening across all media channels with a focus on FMCG. With her particular enjoyment of figures, data and facts, she is an absolute specialist for various analyses. Furthermore, with a holistic view, she can always identify the best solutions for our clients along the entire customer journey. With her personal drive and special love for numbers, Lena is the perfect Team Lead in Client Service & Consulting.

Behind the Scenes: Louise Termont – Retail Media Manager

Louise has a huge passion for retail, as she comes from a long line of entrepreneurs in the luxury industry. Her creativity and ambition paved her way to online marketing. Her ability to think from a retailer’s perspective as well as being a marketeer at heart, makes a career in retail media the perfect fit. Her love for cosmetics really is the cherry on top! With her 6+ years of experience in the beauty industry and 3 years in media and marketing, Louise is the destined candidate for the position of a Retail Media Manager.

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