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G2G Marketing is Winning Her Over

By: Alisa Marie Beyer
Posted: August 26, 2008, from the October 2007 issue of GCI Magazine.

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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.

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