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Marketing Matters: G2G Marketing is Winning Her Over

By: Alisa Marie Beyer
Posted: October 2, 2007

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Similarly, luxury apothecaries and spas often have clublike status for frequent patrons, who are invited to events where they can meet and mingle for exclusive on-site parties, sessions with renowned makeup artists or intimate settings for group spa services.
Beauty brands that effectively use G2G communication tools are becoming brand favorites. Brands like Olay, Bath & Body Works and Dove lead the pack as beauty brands that both lead in brand conversion (converting one-time triers to faithful buyers) and as brands recommended most. Survival of the Prettiest: Face and Body Skin Care indicates Bath & Body Works has the highest recommendation rating at 13% of women recommending it to a friend, followed by Olay with 10%, Avon with 9% and Dove with 8%.

Get a G2G Group Perspective
In addition to traditional online surveying, focus groups and other market research methods, The Benchmarking Company has increasingly embraced G2G communications as an important part of its clients’ research arsenal. Girlfriend groups are a casual, more intimate focus group type of research conducted in a woman’s home where questions are asked and beauty products are sampled among her and her friends. Mimicking true female shopping patterns and the important role that friends and family play in beauty purchasing decisions, this type of research can provide a valuable baseline of understanding of women’s beauty buying patterns, brands they love and recommend, and why.

*    The Pink Report is compiled from Pink Panel surveys. The Pink Panel is a nationwide network of women who take beauty research surveys online to reveal what consumers of female beauty products want.
**    The data in this article has been taken directly from Beauty and the Blog, an April 2007 Pink Report, and Survival of the Prettiest: Face and Body Skin Care, a July 2007 Pink Report, consumer research reports driven by results from the women-only, permission-based Pink Panel and other sources.
Revisit the May 2006 Marketing Matters column, Understanding the Power of G2G.

Back to the October issue.