Concealer product research and customer review analysis

In today's rapidly growing and highly competitive e-commerce industry, it is becoming increasingly important for sellers to effectively select products, improve customer experience, and ultimately be able to increase their market sales and strengthen their brand. Amazon review analysis and consumer research can provide key insights into customer sentiment, preferences and behaviors that can help sellers make informed decisions on product selection and marketing strategies. By utilizing tools such as sentiment analysis, voice of customer, feedback analysis, product research, audience research, competitor analysis and Amazon ratings & reviews data to gain a better understanding of the customer base it becomes possible to create more targeted campaigns that meet customer needs and drive customer satisfaction.

Total ASIN: 20
Top 1
Top 2
Average Ratings
Total Reviews
This insight is based on the data from the best seller products. The top 5 of them are:
e.l.f. 16HR Camo Concealer, Full Coverage & Highly Pigmented, Matte Finish, Deep Caramel, 0.203 Fl Oz (6mL)
e.l.f. 16HR Camo Concealer, Full Coverage & Highly Pigmented, Matte Finish, Tan Sand, 0.203 Fl Oz and e.l.f. 16HR Camo Concealer, Full Coverage & Highly Pigmented, Matte Finish, Deep Chestnut, 0.203

Sales, a key metric of costs and profits for any business, is the most intuitive and accessible data. With established social media platforms and advertising channels providing detailed insight in regards to website traffic, understanding consumer sentiment--i.e., volume--is one of the more challenging areas to analyze. Volume refers how people express their opinions on our brand's products/services/marketing efforts via various touchpoints; these voices come together as an aggregate that can tell us what consumers need or expect from us – why consumers make purchases with us over others.

Based on the data provided, it appears that the average rating for the concealer product on Amazon is quite high at 4.36 out of 5. Additionally, there are a significant number of reviews, with a total of 9393. This suggests that the product is popular among customers and has been purchased and used by a large number of people. Overall, it seems that customers are generally satisfied with this concealer product. The high average rating and large number of reviews indicate that many people have had positive experiences with it. However, it's important to note that individual experiences may vary, and not everyone may find the product to be effective for their needs. If you're considering purchasing this concealer product, it may be helpful to read through some of the reviews to get a better sense of what customers like and dislike about it. Additionally, you may want to consider your own skin type and concerns to determine if this product is likely to work well for you. Overall, it seems that this concealer product is a popular choice among customers, but it's always a good idea to do your own research and make an informed decision before making a purchase.

Target your customers through customer profile

Voice of customer analysis and audience research are key elements when targeting customers through customer profile. By leveraging Amazon review analysis and other data sources, sellers can gain insights into their customers preferences and behaviors, which can be used to craft targeted solutions and develop a successful product profile. Additionally, this data can also be used to create more effective campaigns that attract the right customers and boost sales.

Customer Profile
The consumer group most commonly mentioned is friend, the most commonly moment of use is daily, the most common location is purse, the most common behavior is concealer . By focusing on these key consumer characteristics, it is possible to identify pain points associated with consumer usage scenarios.
X-axis:topic. Y-axis:mentions. Red:reviews of 1-3 stars. Green:reviews of 4-5 stars

Based on the data provided, it is evident that the top three users of the concealer product are friend, sister, and mother, with friend being mentioned the most (43 mentions), followed by mother (26 mentions) and sister (23 mentions). This suggests that the product is popular among close acquaintances and family members, indicating a strong word-of-mouth influence in its usage. When it comes to the places where the product is commonly used, the top three locations are drugstore (15 mentions), purse (10 mentions), and house (6 mentions). This implies that customers often purchase the concealer from drugstores, carry it in their purses for on-the-go touch-ups, and primarily use it at home. These insights can help in determining the most effective distribution channels and marketing strategies for the product. In terms of usage, the two most mentioned purposes for the concealer are to conceal facial blemishes (40 mentions) and as a general concealer (11 mentions). This indicates that customers primarily rely on the product to cover up imperfections on their face, highlighting its effectiveness in addressing skin concerns. Based on this analysis, we can draw some suggestions about the customer profile. The data suggests that the target audience for this concealer product is likely to be women who value recommendations from their close circle of friends and family. They are also likely to be individuals who prioritize convenience, as indicated by the mentions of carrying the product in their purse. Additionally, the fact that the concealer is primarily used at home suggests that customers may be seeking a reliable and effective solution for their skincare routine. To further understand the customer profile, it would be beneficial to gather additional data such as age range, lifestyle preferences, and specific skin concerns. This information can help tailor marketing campaigns, product features, and packaging to better meet the needs and preferences of the target audience.

Ship products your customers love through sentiment analysis

Through sentiment analysis, businesses can uncover consumer dissatisfaction with products, automatically decompose NR and PR, and present product quality issues, packaging suggestions, marketing loopholes, and inadequate service in a digitalized format. By finding problems in VOC and combining them with a set of quality problem solving processes (CTQs), businesses can form a closed loop from problem to action, thereby achieving continuous iteration and optimization of product quality. In addition, analyzing customer emotion data can help companies foresee emerging trends ahead of competitors and tailor their products to meet customers' needs.

Customer Sentiment
The top 5 negative reviews are color, product, concealer, coverage, tube. The most mentioned elements about color are not ivory(3.87%), darker(0.48%).
The top 5 positive reviews are coverage, concealer, color, product, tube. The most mentioned elements about coverage are good(17.08%), natural(0.16%).
not ivory3.87%
not white look or shiny0.12%
consistent all over0.08%
cover darkness under the eye0.08%
Product pros and cons based on Amazon reviews. Consumers' sentiments which represent their opinions are identified using AI.

Based on the data provided, it seems that the most commonly mentioned con aspect of the concealer category is color, accounting for 26.60% of the mentions. The top five cons mentioned are color, product, concealer, coverage, and tube. On the other hand, the top pro aspect mentioned is coverage, accounting for 20.81% of the mentions. The cons mentioned suggest that customers have concerns about the color of the concealer, possibly indicating that it doesn't match their skin tone or preferences. Additionally, there are mentions of issues with the product itself, such as its quality or performance. The terms "concealer" and "coverage" being mentioned as cons could imply that some users find the concealer to be ineffective in providing the desired coverage. Lastly, the tube packaging might have some drawbacks, although the specific concerns are not mentioned. On the positive side, the most commonly mentioned pro aspect is coverage, indicating that customers appreciate the concealer's ability to effectively cover imperfections. Based on this analysis, it would be beneficial for product development and selection to focus on addressing the cons mentioned. Improving the color range and ensuring a better match for various skin tones could enhance customer satisfaction. Additionally, addressing any quality or performance issues with the product itself would be crucial. It may also be worth investigating the concerns related to coverage and the tube packaging to identify specific areas for improvement. Overall, by addressing these cons and capitalizing on the pro aspect of coverage, the concealer product can be enhanced to better meet customer expectations and preferences.

Make the smartest sales decisions through Buyers Motivation

Making the smartest sales decisions requires understanding and responding to the voice of customer. This can be achieved by leveraging buyer motivation data, conducting competitor analysis, and engaging in thorough product research. Companies should seek to understand customer needs and preferences through surveys and feedback, analyze data from past purchases, and track market trends in order to develop effective pricing strategies. Additionally, businesses must focus on providing value to customers through competitive prices, relevant discounts, quality products, convenient services, and superior customer service. By taking into account buyer motivation and focusing on delivering value, businesses can make informed decisions that will lead to long-term success.

Buyers Motivation
Gain insight into the judgment of consumers (Top 5) when making purchase decisions, and optimize marketing strategies in a targeted manner.
good coverage2
dryness of the product1

Based on the data provided, it seems that customers are primarily motivated to buy this concealer product due to its product description, advertising attraction, and recommendations from friends. However, the product description stands out as the top feature influencing their purchasing decision. There could be several reasons why the product description is the most influential factor. Firstly, a well-written and detailed product description helps customers understand the features, benefits, and usage of the concealer. It provides them with the necessary information to make an informed decision. Additionally, a compelling product description can create a sense of trust and credibility, making customers more likely to purchase the product. Based on this information, here are a few suggestions for optimizing the Amazon listing: 1. Enhance the product description: Ensure that the product description is comprehensive, highlighting the unique selling points, benefits, and ingredients of the concealer. Use persuasive language to engage customers and address their pain points. 2. Include customer testimonials: Since recommendations from friends play a significant role in purchasing decisions, consider including customer testimonials in the product description. Positive reviews and experiences can further build trust and encourage potential buyers. 3. Use high-quality images: Alongside the product description, include high-resolution images that showcase the concealer's texture, shade range, and application. Visual representation can greatly impact customers' perception of the product. 4. Optimize advertising campaigns: Given that advertising attraction is a significant factor, invest in targeted advertising campaigns to reach potential customers effectively. Utilize social media platforms, influencers, and other relevant channels to create awareness and generate interest in the concealer. By focusing on these optimization strategies, you can enhance the product's visibility, credibility, and appeal to potential customers, ultimately driving more sales.

Understand customers need for prioritizing what to build next

Companies should prioritize what to build next by understanding their customers' needs. Amazon review analysis can help businesses better understand customer sentiment, while product research and competitor analysis can give insights into current and upcoming trends in the market. Moreover, customer expectations should be taken into account when developing new products or features. Ultimately, prioritizing what to build next based on an in-depth understanding of customer needs will enable a company to develop successful products that maintain customer satisfaction and loyalty.

Customer Expectations
By understanding the specific reasons, manufacturers and retailers can develop products and marketing strategies that effectively address these needs and wants.
TopicMentionsReview Snippets
color darker11
shade lighter
color lighter
shade darker
darker color
long lasting concealer
concealer light
hd concealer
lavender concealer
light concealer
more moisturizing3
more moisturizing
last 6 month3
last 6 month
last 6 mo
more creamy

Analysis of Customer Expectations for Concealer Category: Based on the customer feedback, it is evident that there are three key expectations that customers have for concealers: lighter, more, and concealer itself. Let's delve into each expectation and provide some suggestions for product development prioritization and marketing promotion factors. 1. Lighter: Customers mentioned the desire for lighter concealers six times. This indicates that customers are looking for products that offer a lightweight feel on the skin. To meet this expectation, sellers should prioritize the development of lightweight formulas that provide effective coverage without feeling heavy or cakey. Marketing promotion factors should highlight the lightweight nature of the product, emphasizing its ability to provide a natural and comfortable finish. 2. More: The term "more" was mentioned six times, suggesting that customers are seeking products that offer more in terms of coverage, longevity, and versatility. Sellers should focus on developing concealers that provide high coverage to effectively hide imperfections, such as dark circles or blemishes. Long-lasting formulas that stay put throughout the day would also be appreciated. Additionally, offering a range of shades to cater to different skin tones would fulfill the expectation for more options. Marketing promotion factors should emphasize the product's ability to provide extensive coverage, long wear, and a wide shade range. 3. Concealer: The term "concealer" itself was mentioned nine times, indicating that customers have a strong expectation for the product to fulfill its primary purpose effectively. Sellers should prioritize the development of concealers that offer excellent coverage, seamlessly blending into the skin to hide imperfections. The formulation should be buildable, allowing customers to customize the coverage according to their needs. Marketing promotion factors should highlight the concealer's ability to effectively conceal imperfections, providing a flawless and natural-looking finish. In terms of product development prioritization, sellers should focus on creating lightweight formulas that offer high coverage, long wear, and a wide shade range. These factors align with the customers' expectations for lighter, more versatile concealers. Additionally, ensuring that the concealer effectively fulfills its primary purpose of concealing imperfections should be a top priority. For marketing promotion factors, sellers should emphasize the lightweight nature, extensive coverage, long wear, and wide shade range of their concealers. Highlighting these features in advertising campaigns, social media content, and product descriptions will help attract customers who are seeking concealers that meet their expectations. By understanding and addressing these customer expectations, sellers can develop and promote concealers that cater to the needs and desires of their target audience, ultimately leading to increased customer satisfaction and loyalty.

Shulex VOC is an AI-powered platform that helps companies gain valuable customer insights from Amazon review analysis. It works by providing users with core capabilities such as customer profiles, sentiment analysis, buyers motivation and customer expectations. This enables businesses to tap into the power of voice of customer, utilizing AI modeling for a comprehensive view of customer experience, product research & selection as well as optimizing quality and reputation. The insights gleaned from this data can then be implemented to foster a healthy relationship between customers and brand.


Amazon Reviews

This is a great concealer easy to apply as feels super smooth without creasing over time
Good coverageJan. 2023
Feels like there is nothing on my face
Melanie Fox
The product works fine but it is no different than a cheap $5 one from any other brand. Not worth the $
Ruth Crabtree
Great!Jan. 2023
Will continue to push the product.
GoodJan. 2023
Blends super well
I have genetic dark cirlces and eye lids, really dark purple eye area runs in my family. I have tried so many concealers and even the expensive ones don't work well enough. This stuff is powerful and looks awesome. If you have dry skin use the moisturizing version as this one is very matte and dry. A tiny bit goes a long way and a huge array of colors.
Excellent color !! 😌
i loveDec. 2022
i purchased this because many products have cancerous chemicals can u make you infertile etc i scanned this on my app yuka that shows u the ingredients in ur products and it’s a 90% out of 100 i love that it’s safe and works well it’s not cakey it blended out so nicely but don’t forget to get a shade lighter that’s the only mistake i made and it has pretty good coverage and looked flawless on my skin i wil order this again when it runs out!
Brenda Eames
Good coverageJan. 2023
This product offers good coverage and consistency was easy to work with. Would recommend

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