The “Shoppers Have Spoken” report, one of the largest of its kind to date, comprehensively analyzed consumer sentiment in the beauty industry and highlighted key trends that can help beauty brands refine their products, marketing, and customer engagement strategies.
Danna Rabin, General Manager of UGC at Yotpo, explained the significance of using a vast dataset for analysis to CosmeticsDesign. “The large dataset enables higher accuracy to detect trends and inputs,” she said, which is “one of the largest consumer sentiment analyses ever conducted, covering real, unsolicited feedback from shoppers across 14,000 brands.”
She further clarified that “unlike surveys, which rely on self-reported data, reviews reflect genuine purchase experiences, giving brands authentic, unfiltered insights into what works and what doesn’t,” and shared key takeaways from the report’s analysis.
Consumer pain points and preferences
One of the most prominent findings in the report is the dissatisfaction with mascara formulations. “Fifty-nine percent of mascara reviews cite issues like clumping, tough removal, and heavy formulas—particularly for lengthening mascaras, which seem to disappoint most,” the report stated.
To address these concerns, Rabin suggested brands “turn frustration into confidence with quick tips and tutorials” by showing consumers application techniques and tool recommendations and answering frequently asked questions.
The report also noted that fragrance preferences show a generational divide, with 79% of positive reviews highlighting fresh, fruity scents favored by Gen Z. At the same time, Millennials lean towards classic notes like musk and sandalwood.
“Brands should tailor campaigns to resonate with Millennials’ and Gen Z’s scent styles,” Rabin advised. She recommended that brands target campaign launch efforts where they are likely to be most successful using techniques like “bonus loyalty points for different scent profiles,” and focus on “dedicated segments based on age and past purchases to spotlight the scents they’ll love most.”
Challenges with multi-use products and skin care expectations
While multi-use products appeal to shoppers looking for convenience, Yotpo’s analysis revealed that they often received mixed reviews. “Customers love convenience but expect quality to match,” said Rabin.
Therefore, she recommended that brands with multifunctional product offerings “highlight versatility for minimalists, position them as travel must-haves, and share real-life wins to seal the deal.”
Serums also faced scrutiny, with 20% of return-related reviews citing ineffectiveness, particularly for anti-aging and moisturizing formulas. Rabin suggested that brands “use custom questions in review requests to ask shoppers about their skin type and experience with the serum,” which can “help future shoppers find reviews that truly match their needs.”
Cosmetics trends and the influence of AI in product reviews
The report highlighted a unique struggle for consumers with wavy hair, who often find themselves caught between straight and curly hair product formulations. Wavy hair products had one of the lowest sentiment scores at just 4%.
To address the challenges faced by this consumer demographic, Rabin recommended brands adopt a proactive approach. “Start by creating a survey to learn your shoppers’ hair types,” she said, then “use this data to craft dedicated emails featuring tutorials, product recommendations, and UGC tailored for wavy hair.”
She also advised hair care brands to highlight tips to tackle frizz and dryness as a way of better engaging with textured hair care product consumers.
Lipstick preferences also varied across generations in the report’s analysis. Gen Z consumers favored bold, long-wear colors, while Millennials opted for comfortable neutrals, and older shoppers gravitated towards hydrating, classic shades.
To leverage these insights, “use review insights to craft campaigns that speak to every shopper,” Rabin suggested. “Highlight bold, long-lasting shades for Gen Z, cozy neutrals for Millennials, and hydrating classics for seasoned pros.”
Overall, the report underscored the increasing influence of AI-powered review analysis in driving beauty product innovation and personalization. By using AI to “identify top complaints (e.g., ‘too drying’ or ‘poor pigmentation’) and refine formulations accordingly,” she concluded, beauty brands can “leverage technology to spot rising trends early and adjust product development accordingly.”
