Beauty Brand

How a Global Beauty Brand Protects Its Reputation on Social Media

-74% Decrease in animal testing comments
+269% Increase in positive sentiment
-43% Decrease in negative sentiment

Overview

Addressing Controversy While Continuing to Promote Content on Social

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.

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.

About the Brand and Industry:

• 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 putting 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.

The Challenge

Avoid the Spread of Misleading Information on Comments

• 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 show their discontentment with the brand.
• The challenge was 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.

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.

The Results

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.

• -74% decrease in animal testing comments
• +269% increase in positive sentiment
• -43% decrease in negative sentiment