One of my favorite research & branding companies, The Beauty Company, recently interviewed 1000 women on what drives them to purchase your product :
- 87 percent of women agree a doctor or dermatologist should be involved from start to finish.
- 80 percent of women agree one opinion won’t do, she wants a group consensus
- Other consumers are 17 times more convincing and trustworthy than a celebrity!
This is extremely interstesting given the large percentage of online reviews that are not authentic, but posted by marketers. More on the recent rule updates regarding product testimonials and required disclosures below on the FTC website: