Rimmel sees a 44% sales lift from Bazaarvoice's Influenster community

To quantify the importance of peer-to-peer recommendations in the purchasing decisions of consumers, Bazaarvoice partnered with market research company IRI to measure the impact of ratings, reviews, and visual social content in driving incremental sales for Rimmel, a Coty-owned global color cosmetics brand.

The study measured a sampling campaign that targeted Influenster community members in two test markets who fit the products’ audience parameters. The results demonstrated that ratings, reviews, and visual user-generated content from everyday consumers not only drives incremental sales on sampled products, but also a halo effect for the brand, as products outside of the campaign also experienced sales increases.