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Web 2.0 and the Cosmetic Industry

By: Randy Schueller and Perry Romanowski
Posted: February 20, 2007

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Finally, a passionate group of product fanatics can be found at forum.lush.com/forum. Lush users are very dedicated to their brand—this forum contains more than 500,000 posts from more than 17,000 registered users.

Online Shopping Sites
Another useful source of information on competitive products are the online pharmacies and other sites that sell health and beauty products. Their information may not be as complete as what would be found from a database service such as Mintel, but they are easier to use and free. They make available ingredient lists and claims—always useful when scoping out what the competition is doing—as well as pictures of product packaging. They also typically include information on package details—including claims, ingredients, usage directions, warning statements, price and size.

While online shopping sites lack the interactivity and consumer connection that blogs and forums provide, many of them do include a section for consumer comments. These can be useful to glean some information about consumer behavior and beliefs. The three best are Drugstore.com, Beauty.com and Ulta.com.

The Internet is changing from a static, encyclopedic resource to one of loyal communities. By managing to tap into those online communities, brand managers and marketers will be able gain consumer insights, test their products and maybe even come up with the next great cosmetic innovation.

Back to the February 2007 Issue