Case Study: Maybelline boosts customer-centricity with sampling with Bazaarvoice

Maybelline boosts its customer-centricity with sampling

Maybelline, the global beauty brand, wanted to strengthen its customer-centric marketing and collect more reviews for newly launched products and items with few or low ratings. Working with Bazaarvoice, it launched its “Tester Squad” sampling community in France to better engage consumers and support user-generated content efforts.

Bazaarvoice helped Maybelline run targeted sampling campaigns based on shopper profiles, shipping products to selected testers and prompting honest reviews after delivery. The program generated nearly 5,000 reviews, drove a 1,000% increase in review volume in one year, raised average ratings from 3.7 to 4.4 stars, and increased review coverage on product pages to 90% from 67%.

Maybelline

Camille Marquet

Head of Digital Maybelline New-York