beauty brands are listening…but are they listening to the right things?
the best beauty insights might already be hiding in the conversation.
for beauty marketing and sales leaders, one of the biggest opportunities today is not simply collecting more customer data. it is understanding what customers are actually saying and using those insights to create better experiences and products.
beauty consumers share their opinions everywhere. they leave product reviews, post on tiktok, ask questions in comment sections, and discuss their skincare and makeup concerns online. however, there can be a missed opportunity when brands focus too heavily on what products customers are buying instead of why they are looking for those products in the first place.
looking beyond the product
the beauty industry is full of customers searching for solutions to specific problems.
someone may search for a concealer, but their real concern could be dark circles or dry under eyes. someone purchasing a shampoo may actually be struggling with scalp buildup, breakage, or thinning hair.
this is where customer intelligence can become more valuable than traditional market research alone.
the Schwarzkopf example shows how listening to online consumer conversations can change the way a company approaches its customers. instead of organizing its website primarily around products and brands, the company focused on the hair concerns consumers were discussing. customers could then begin with their specific problem and find products that matched their needs.
beauty brands could apply this same approach across their websites, social media, and in store experiences.
imagine searching a beauty retailer’s website by concerns such as:
• makeup that separates
• dry or textured skin
• acne and blemishes
• hair breakage
• dark circles
• products for sensitive skin
instead of asking customers to already know which product they need, brands could help guide them toward a solution.
the opportunity for beauty brands
customer conversations should not only be used to improve advertising or encourage another purchase. they can also help beauty brands identify gaps in the market and create products that solve real customer concerns.
the more beauty brands listen to what consumers are discussing, the less they have to guess about what customers want.