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.
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 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.
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.
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.