Forty-eight percent of consumers trust words, pictures and videos from other users more than brand communications. Still, just 10% of brand in L2’s Digital IQ Index: Beauty feature user-generated content on their product pages. Most major beauty brands are active on Instagram, and Color Cosmetics own the 10 largest beauty brand communities on the social platform. The social platform’s active and engaged user-base is a mine of potential content to persuade site browsers to buy.

Select brands have tapped their Instagram fan bases for content. UGC leader Benefit Cosmetics has a Glam Gallery of Instagram images on its site with instructions on how to submit a photo. Clinique and bareMinerals have recently started to feature user-Instagrams on their product pages, joining NYX, Sally Hansen and others.

GS-01Reviews on product pages are another way to incorporate user-generated content on product pages, employed by 60% of Beauty brands. However, just featuring user reviews is not enough; they must be sortable for consumers to find useful. Only 52% of sites allow filtering of user reviews and just 22% allow sorting by user characteristics.

It’s surprising that even more brands don’t make use of user reviews given that 76% of consumers say they would be more likely to purchase a product after seeing positive reviews. For more on how brands are guiding consumers down the purchase path, download a copy of L2’s Insight Report on Beauty Guided Selling.


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