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global beauty brand addresses controversy

Addressing Controversy While Continuing to Promote Content on Social

The beauty industry faces high volumes of engagement and controversy on social media, with most large beauty brands receiving hundreds of comments and questions concerning animal testing via social media daily.

Most brands are committed to put an end to animal testing, but certain countries such as China still require that products are tested on animals, making this a difficult issue for global brands to tackle.

Beyond the beauty industry, many large and highly engaged brands also face customer inquiries and public scrutiny centered around sensitive topics on social media, which can escalate into a PR crisis if not attended to.

4.5M Average global monthly Google searches
for 'animal testing makeup' and variants
Sources: About Animal Testing; Euromonitor International

2,274 Animal Testing Inquiries Received On Average Per Month
By Large Beauty Brands (3.5% out of average total inquiries)
Source: BrandBastion, from a study of 8 beauty brands

The Problem

Because social media is such a public arena, being perceived as indifferent or not addressing customers’ claims can seriously harm brand reputation and affect ad performance.

The Goal

To show that a brand is committed to an issue and to avoid the spread of misleading information, it is important for brands to monitor and respond to all inquiries that could potentially be sensitive and harmful on social media. This increases positive user sentiment and decreases negative user sentiment.

The Challenge

When a Beauty Brand announces that they will start to sell in China (a country where animal testing is required by law) many users tend to take to the brand’s social media accounts to shown their discontentment with the brand.

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The Results

A large beauty brand implemented BrandBastion’s solution. They tracked and monitored all comments related to animal testing
and BrandBastion responded on their behalf to customers asking related questions.

Results: A decrease of 74% in animal testing comments and significant increases in positive sentiment.

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Source: BrandBastion

 

What other results did this Beauty Brand achieve by effectively  managing sensitive topics on Social Media?

By monitoring and tracking all comments related to animal testing, and responding actively with more information on its policies, the brand was able to prevent false claims and brand attacks from escalating.

Users also replied to the brand’s posts to show their appreciation towards the brand for clarifying their policies. This increased the positive sentiment across the brand’s posts. This also allowed the brand to protect their reputation and continue actively promoting their content on social media, while concurrently addressing this sensitive topic head on.

Additional Results:

  • +269% Increase in positive sentiment
  • -43% Decrease in negative sentiment 
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“Not tested on animals is the most important packaging claim amongst consumers of beauty products. 43 percent of respondents said they would be willing to pay more for products that had not been tested on animals.”

Source: Business of Fashion

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