Specific target groups for Bioderma products

About the client

BIODERMA is part of NAOS, a company dedicated to skin biology for 40 years. Through innovation and participation in groundbreaking dermatological discoveries that improve skin health, we have become pioneers in expert dermatological care.
 
A pioneer since the 1970s, the BIODERMA brand has developed unique expertise by putting biology at the service of dermatology. This original scientific approach relies heavily on knowledge of the skin and its biological mechanisms to create products directly inspired by them.

Industry

Pharmaceutical manufacturing

Company size

1000+  employees

Country of testing

Czechia

Use case

Product Launch

 

Support for their own campaign

 

Insight from the target group

Results

• Reviews
• Questionnaires
• Photos
• Videos

Reviews published on:

113

reviews

113

reviews

71

reviews

Example of a created User Generated Content:

Bioderma Hydrabio Hyalu+ serum 30 ml

• Applying
• Texture
• Scent

• Price

Bioderma Hydrabio Hyalu+ Serum 30 ml. I was pleasantly surprised by the serum. Beautiful scent. Great texture. It gave me beautiful skin. It spreads beautifully. It's easy to apply, too. I haven't found another serum I've been this happy with yet. I can really only recommend it

Eliska

Bioderma Sensibio Defensive serum 30 ml

• Suitable even for really sensitive skin
• Well-absorbed
• Large package, lasts a long time
• Fragrance-free

This serum soothes and moisturises well as I have dry, sensitive skin that tends to redden. On the plus side, it's fragrance free and the soft texture absorbs almost instantly and doesn't stick. It is easy to apply with a dropper. Overall, I am satisfied. So far, I have only noticed a slight reduction in the appearance of lines, but I still have about half of the serum left.

Martina

Bioderma Sebium serum 30 ml

• Design
• Applicator
• The next day, your skin will feel pleasant to the touch.

• Slightly sticky skin after application

The serum comes in a very nice bottle, the applicator makes it easy to apply and you only need a really small amount. Immediately after application my skin looks a little sticky, but the next day it is beautifully smooth. In the longer term, I have noticed less appearance of small pimples on my skin.

Vendula

Bioderma Sebium Kerato+ 30 ml

• Nice texture

• My acne got rather worse

I've been using this acne serum for a month now and unfortunately my acne has got a bit worse. The serum has a nice texture and doesn't weigh down my skin at all. The well-designed applicator makes it easy to apply to the skin. The product has an interesting scent. I liked the practical packaging that the serum comes in.

Aneta

Customers need to know the experience of others

Bioderma products are high quality and have been developed for specific skin types. However, potential customers need to be sure that the products will work for their skin type. For this reason, reviews and recommendations from existing customers are important to them. A lack of reviews can be a barrier to purchase. 

Reviews are extremely important for our client's target groups. For example, customers with atopic eczema have very sensitive skin and are used to being sceptical about any products. They need to be sure that the product is good, high quality and that it will be effective without irritating their skin. Therefore, honestly written reviews are an invaluable source of information and a deciding factor in their purchase. This is especially true for new products on the market that customers have no experience with and therefore rely on recommendations from others with the same skin problems.

Why did Bioderma choose Brand Testing Club?

Our client was used to working with their partners and getting reviews through them and their contacts. This was both with influencers and with large chains or stores. They were using different customer packages to get feedback through. 

Through Brand Testing Club, Bioderma gained access to direct feedback with a high return on investment. The guaranteed 95% return on review was one of the reasons the brand chose to work with us. In addition, a campaign focused on 4 products was good value for money and appealing to them.  

The client knew what they needed from us

The client knew exactly what they needed from us, so the campaign we proposed was able to meet all the necessary goals. The main goal was to gather reviews that would introduce new products to potential customers and help them decide if the products were suitable for their needs when shopping. 

Our client's second goal was to provide secondary support for an existing launch campaign. The more ways customers are informed about the products and the more ways they learn about the products, the better.  

The client also decided to take the opportunity, through our questionnaires, to get to know the people who are interested in the products in more depth.

The main concern of our client was obtaining relevant reviews from testers representing the correct target group, especially in the case of the acne product being tested. It was crucial that those interested in testing did not lie about the condition of their skin and the severity of their acne during the application process. If they did not have acne, there was a risk that the product would not be suitable for them, and conversely, their skin condition could worsen. Another concern was the level of honesty in the reviews. The client wanted honest, unembellished reviews with both positives and negatives. Free products sometimes tend to encourage flattering reviews that are not actually useful. We managed to eliminate this risk through questions in the entry questionnaire.

What did the campaign achieve? 

The campaign focused on four products - Bioderma Hydrabio Hyalu+ Serum 30 ml, Bioderma Sensibio Defensive Serum 30 ml, Bioderma Sébium Serum 30 ml and Bioderma Sébium Kerato+ 30 ml.  

4,666 people have signed up to test these products by completing entry questionnaires. A total of 120 testers took part in the campaign and posted 297 reviews on three different platforms. The products received an average rating of 4.6 and 94% of testers would recommend the products to their friends and family.

Our client appreciated not only the high return rate of reviews but also that most of the reviews were positive and that the negative ones provided valuable information and experiences. The negative feedback aligned with what the client already knew about the problematic areas or expressed subjective opinions that the client can further work with.

Information from entry questionnaires is also useful for the client, including information about products and brands commonly used by their target groups.   

Tested and stamped!

Despite being designed for specific skin types, 94% of testers would recommend them. As a result, these products deservedly received our czech quality stamp - the "Brand Testing Club recommends" stamp.

Client's statement:

We were concerned about selecting the right testers, but our worry disappeared after working with the Brand testing club team. We are extremely satisfied with the results.  We were also surprised by the high return rate of the reviews. We also took the testing as a support for the simultaneously running campaign and another opportunity to get to know our target group. What products they use and how satisfied or dissatisfied they are with them.

Klára Habartová

Product Manager

Brand Testing Club statement:

The fact that it was necessary to find a really specific target group for each of the four products was a challenge. But by carefully preparing the questions for the questionnaire that potential testers fill out when they sign up for testing, we identified the target groups really accurately. After that, it was a piece of cake, because quality reviews are what we do best.

Pavlína Žabková

Head of Project & Customer Success