This time we are looking at the face & body moisturiser category in the UK. We particularly want to look at which companies and brands are doing well i.e., have good positive reviews that are up to date and will influence shoppers and those who need to be a bit smarter.
We are also keen to understand more about moisturisers from a shoppers' perspective. What do they say about the category, what language do they use to describe it, and how do they see the relative merits of brands?
To do this, we have gathered and analysed all the reviews on facial and body moisturisers in the top UK online supermarkets since 2020. We processed them through quality control, removing all the unhelpful “!!!!!!!!” etc., that some reviewers like to use, then pivoted, tabled, graphed, AI-analysed, discussed, and debated. Finally, we came out with what we think are the more interesting points about the moisturiser reviews in UK supermarkets.
We focussed on the top 6 brands analysed, selected by the total number of reviews found across ASDA, Tesco, Sainsbury's, Morrisons, and Ocado for 2020 - 2023.
- Brands with more reviews, have lower quality reviews
- The most popular Shopper dimensions for moisturiser are:
- Absorbs Easily – Doesn’t Absorb easily
- Not Greasy - Greasy
- Smells great – Does not smell Great
- Good for Dry skin – Not good for dry skin
- Good for Sensitive skin – Not good for sensitive skin
- Good for Lines/wrinkles – Not good for lines/wrinkles
- Good to Soft skin – Not good to soften skin
- Despite having lots of reviews all brands need new reviews on the majority of SKUs.