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User-generated content is no longer just an interesting, forward-thinking experiment. It is now proven to be a commerce-enhancing tool effective in nudging the consumer down the purchase path. However, as of now, just 5% of brands in L2’s U.K. Beauty Index place user-generated content on product pages compared to 13% in the U.S. Furthermore, just 6% place UGC on primary navigation menus and landing pages compared to 17% of brands in L2’s U.S. Beauty Index.

Placing user-generated content on brand site pages is effective for mass and prestige brands. L’Oréal Groupe was one of the first enterprises to deploy UGC on its various brand sites, from mass brands such as Garnier to luxury brands like YSL Beauty. Mass brand KIKO has also incorporated the feature, displaying a reel of Instagram photos tagged #kikotrendsetters below each product.

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