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Cosmetics Report: Spotlight on the Formula & Packaging Topics for CEW

Prepared by:

Noa Shachaff

Head of Consumer Insights & Analytics, Revuze

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Executive Summary

This analysis examines 3.6 million consumer reviews in the Color Cosmetics category, covering Face, Lip, Eye, and Nail products.

The focus of this analysis is on two critical aspects within this category: Formula Changes and Packaging. These themes were selected due to their significant impact on consumer satisfaction and purchasing behavior:

Formula Changes: This practice, prevalent in the Color Cosmetics industry, affects over 6,000 products annually. Changes are driven by various factors, including aligning with consumer trends, improving formulas by removing undesirable ingredients, and reducing costs.
Packaging: As the initial consumer interaction point, whether on a retail shelf or a product page, packaging shapes product perceptions. Effective packaging can enhance the appeal of an average product or cause a high-quality product to be undervalued

This report identifies and explores trends in consumer discussions around these themes and highlights products that exemplify these trends.

Formula Change Spotlight. Trends Over Time

Formula Change related discussions have experienced a 40% increase since 2022 vs. previous periods and peaked in 2023.

Brands leading the growing trend in formula changes include Glossier, Lancôme, Dior, and some others.

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Cosmetics Report: Spotlight on the Formula & Packaging Topics

Unsuccessful Examples

Glossier – Balm Dotcom Lip Balm and Skin Salve | 15 mL

The Glossier Balm garnered a steady review stream, an impressive 78% positive sentiment and, 4.49 star rating between January 2020 and October 2022.

In March 2023, the series relaunched with a new formula leading sentiment to drop to 42% and star ratings to drop to 2.7.

“So sad to write this, like genuinely. This was the only lip balm I used to use. Now the new formula dries down and makes my lips dry and I’ll need to reapply for the same thing to happen. It was cheaper now but the quality decreased as well.“

“This new formula is terrible. I live in a dry climate and the old balm dot com was the only thing that helped. Within minutes of applying this one my lips felt dry. Please bring back the old recipe!“

Summary of negative opinions

Customers are extremely disappointed with the new formula of the lip balm.
The new formula is thinner, oilier, and less moisturizing than the old formula.
Many customers experienced dryness, chapping, and the need for constant reapplication with the new formula.
Customers are requesting that the company bring back the original formula.

Successful Examples

Lancôme – Teint Idole Ultra Wear 24h Longwear Foundation

The Lancôme Foundation has garnered a steady following, and an impressive 78% positive sentiment and a 4.26 star rating between January 2020 and March 2023.

In April 2023, the series relaunched with a new formula leading sentiment to rise to 87% and star ratings to increase to 4.44 on average.

“Pleasantly surprised I love this as much as the previous formula. I was worried after reading the reviews that it was different but it performs just as well as the old version. Will keep using my holy grail!“

“I am in love with this new formula! It has amazing coverage but feels so lightweight on the skin. It also has a beautiful natural finish that wears really well throughout the day without having to touch up, so it’s oily skin approved. The shade range is also amazing it was easy for me to find the perfect match!“

Summary of positive opinions

The addition of hyaluronic acid and skincare ingredients in the new formula is well-received.
The reformulated foundation is considered to be even better than the original formula.
The new formulation of the foundation is highly praised and loved by many users.
Users appreciate that the new formula looks more natural and like skin.

Packaging Change Spotlight. Trends Over Time

Product Packaging related discussions have experienced a 37% growth since 2022 vs. previous periods, peaking in 2023.

Brands leading the growing trend in product packaging related discussions included; Dior, Givenchy, Lancôme and Too Faced.

Trending Terms in Packaging

“Cute Chic” is seeing a rise in consumer interest, largely driven by product packaging that combines elegance with rounded contours and silver/gold detailing.

Trending Terms in Packaging

About Revuze

Revuze is at the forefront of delivering cutting-edge AI-powered consumer insights solutions, revolutionizing how businesses leverage data to drive success in the digital landscape.

As the only solution providing brand and category-level, verified buyer data, Revuze helps truth-driven organizations transform online reviews across all sources into true, actionable insights to make informed data-supported decisions and lead categories.

Key Objectives

Industry

Cosmetics

Sources

Amazon, Walmart, Target, Sephora, Ulta, and more

Time Period

January 2020 - October 2023

Voice of Customer Data Points

3.6 Million

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