If you could pop a pill for beautiful skin, fabulous hair or easy weight loss, would you do it? Of course you would. These hopes and dreams are what propel the supplement industry into a multi-million dollar category.
Promising longer hair, stronger nails and better joint health, collagen has become the beauty industry’s newest and shiniest wellness solution. But is it all just snake oil? Let’s find out with consumer insights research. We compared Amazon reviews made by consumers, to claims made by beauty brands in marketing and product descriptions to find out the truth.
Relative Insight’s unique approach to text analysis utilizes comparison, providing the context necessary to uncover meaningful and intuitive insights. Our technology reveals the differences and similarities in words, phrases, grammar, topic and emotion between two data sets. Customer review analysis shows us how customer experience with collagen differs from, or aligns with product claims – producing effective consumer insights research.
Our analysis found that collagen brands claimed that their supplements had hair and nail strengthening properties as well being able to help consumers achieve beautiful skin. In addition to the specific results their products yielded, brands made broader health and wellness claims, and products were often described as simple and easy to use.
Not only were customers concerned about visible results, they had opinions on the product consumption experience. Many collagen supplements are sold in a powder form which must be incorporated into a liquid. Reviews were more likely to mention the texture and flavor associated with these products, and most sought flavorless powders that did not affect the consistency of the liquid.
Collagen is marketed primarily as a beauty solution, but many reviewers found the product an effective pain management option. While many brands do claim increased joint health, decreased pain was not a selling point used in marketing.
Through consumer insights research, we can see that many customers found product claims to be true, often noticing physical changes. In line with product claims, customers indeed saw healthier hair, nails and skin. These outcomes were only seen after repeated use over longer periods of time.
Brands claimed they could help consumers get fuller hair, and that’s exactly the same language that many customers used in their reviews. We saw the likelihood of brand claims and customer reviews mentioning fuller hair to be equal.
We also saw an equal emphasis on results. Brands sell these products with promises of impressive end results, and appeared to follow through on these claims according to reviews.
This comparison highlights discrepancies and consistencies between customer experience and product promises. This form of consumer insights research tells us that while not all reviewers have ringing endorsements, many reported and confirmed claims made as truth by these brands.
Relative Insight brings a new approach to customer insights research and customer feedback analysis, utilizing the science of text comparison to help brands and agencies perform competitor benchmarking, audience segmentation, time-based trend tracking and so much more.