InStyler, a leader in hair tool innovation, designs technologically advanced curlers, straighteners and dryers that make styling easier and more efficient, while delivering great results. InStyler sells its innovative hair tools through its own ecommerce website, as well as through a network of 25 retail partners.
Increase in review content collected in less than one year partnering with PowerReviews, compared to their entire contract with another provider
Response rate for samples sent vs. reviews written
Number of reviews syndicated to retail partners
InStyler recognizes that a typical consumer does a lot of research prior to purchasing a new hair tool, especially one that has a higher price tag. Part of that research is looking for ratings and reviews in order to hear about the experiences of other consumers.
“We see reviews as being a really important element for building confidence for our shoppers.” said Maddie Curet, Marketing Director at InStyler.
Because reviews are a key part of the purchase journey for their shoppers, InStyler saw a need to generate content for all of its products — especially those that are new to market. In addition, InStyler needed to get this review content in front of shoppers regardless of whether they shop on InStyler.com or on a partner retailer’s website.
“We want to give consumers the content they’re looking for, wherever they’re shopping,” said Curet.
“We see reviews as being a really important element for building confidence for our shoppers. We want to give consumers the content they’re looking for, wherever they’re shopping.”- Maddie Curet, Marketing Director
“Sampling has become a key step of new product launches. We read all of the reviews to see if there are any product development issues and can address those issues before we get the products to our retailers.”- Maddie Curet, Marketing Director
“With PowerReviews, you get exactly what you want, which is very important to us.”- Maddie Curet, Marketing Director
In 2016, InStyler switched to PowerReviews from another ratings and reviews provider, primarily for PowerReviews’ sampling capabilities, the Share to Amazon feature and the ability to customize their review display to match their company branding.
Since 2016, InStyler has worked with PowerReviews to execute seven sampling campaigns. The company’s latest sampling campaign has resulted in an 88% conversion rate from samples sent to reviews written.
Product sampling has been a key way InStyler has increased their review coverage (the number of products that have reviews) and depth (the number of reviews per product). In fact, in less than one year partnering with PowerReviews, the number of reviews InStyler has collected has increased 171%, compared to their entire multi-year contract with another ratings and reviews provider.
“Product sampling with PowerReviews has been very hands off and easy for us,” said Curet.
The review content InStyler generates is then syndicated to the company’s retail partners. Since partnering with PowerReviews, InStyler has syndicated 134,500 reviews to 25 major retail partners.
In addition, InStyler leverages PowerReviews’ Share to Amazon feature, which allows consumers to share their reviews to Amazon, providing relevant content to future purchasers across channels.
“We launch at least two new products each year and always want to come out of the gate as strong as possible with lots of reviews that can be syndicated to our retailers,” said Curet.
Product sampling has also provided InStyler with actionable insights to help improve their products prior to launch. For example, the company had a comb attachment that was challenging to install and remove. They noticed that several people that received samples as part of a pre-launch campaign mentioned that the teeth of the comb had broken off, something the company didn’t notice when developing the product. As a result of this feedback, the company completely reworked the comb attachment.
“Sampling has become a key step of new product launches. We read all of the reviews to see if there are any product development issues and can address those issues before we get the products to our retailers,” said Curet.
InStyler plans to continue to launch product sampling campaigns for the new products they release each year. In addition, the team is experimenting with ways to get review content in front of more shoppers, for example, including star ratings on category pages.
“With PowerReviews, you get exactly what you want, which is very important to us,” concluded Curet.