Beauty Report Card: Categories and Brands Graded by Influenster Reviews

Dry shampoos are hot. BB creams are not.
Those are two findings of recently presented data from Influenster, a product discovery and reviews platform. With peer-to-peer reviews propelling beauty purchases, Influenster has a vantage point on both trends that dominated the beauty landscape over the past year, as well as predictions of what is to come.
“As the destination for product reviews, Influenster receives more than one million unsolicited reviews each month,” said Elizabeth Scherle, cofounder and president of Influenster. The company tapped that user-generated content to present at a Beauty Insights Breakfast last month.
Influenster did a deep dive into the chatter of its community of four million members from across the world who offered unsolicited beauty reviews over the past 12 months. The company has access to 29 million reviews, videos and photos as well as question-and-answer posts. Reviews are critical, with 71 percent of Influenster’s base indicating they purchase a product because of a review.
Here are highlights from a category-by-category analysis:
Makeup: Interest in color cosmetics ignited talk in the makeup segment. Makeup, in fact, was buzzed about 2.4 times more this year than last year, according to Influenster — and that was across drugstore, luxury and indie retail channels.
There was

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