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Research methodology The report is based on qualitative and quantitative analysis of comments regarding mascaras posted on selected internet discussion forums.
Based on the preliminary analysis of content available on the internet the most valuable information sources were chosen for the study. The selection criteria included the thematic scope of the portals, number of posted opinions regarding mascaras, popularity (number of website visits) and the ease of use and further processing of information available on the websites. Ultimately, six varied sources were selected:
The study considered only opinions posted on independent discussion forums, not related to any of the cosmetics producers. The study was carried out in November and December 2007. Results of the study
Below, we discuss the results of the content analysis of selected Polish internet forums presenting consumer opinions regarding mascaras. We also present criteria used by internet users to assess mascaras, the most commented products as well as their advantages and disadvantages indicated by consumers in analysed comments.
The internet users' opinions that we analysed lead us to conclude that the most frequently applied criteria when assessing mascaras, ordered by their importance for consumers, are:
Amongst the analysed opinions, the most commented mascara is 2000 Calorie by Max Factor brand. Almost 10% of the analysed opinions regarded this product. Comments regarding products distributed in direct sales (for example Avon) or over branded outlets (for example Yves Rocher) and the low-price range products appear relatively rarely on the analysed Polish forums. Approximately 20% of opinions concerned luxury products i.e. the top-price range ones. The remaining comments regarded commonly available, middle price segment products. ) Below, we discuss opinions of Polish internet users regarding products, which most frequently appeared in the comments analysed. Max Factor - 2000 Calorie Mascara Max Factor 2000 Calorie is not only the most frequently commented, but also a well appreciated mascara. Approximately 75% of opinions regarding this cosmetic are positive. The opinions of internet users also demonstrated high attachment to the brand: "for me, the number one for many years has been MF 2000 Calorie. I cheated on it several times, but I came back anyway" "[...] I recommend MAX Factor 2000 Calorie, I simply don't know a better thickening and extending mascara, and I have experimented with many mascaras, including high-end." This mascara is often recommended to other users, especially as a thickening mascara. The users also believe it does not smear or flake off when wearing it. Negative opinions usually concern sticking lashes together and short product durability. Internet users complain about the rapid drying-out of the cosmetic in the packaging, in particular in the case of recently purchased products. L'Oréal Paris - Lash Architect Lash Architect by L'Oréal Paris is amongst the most popular and best appraised mascaras. This mascara is valued primarily for the effect of intensely made-up lashes and is compared with premium products. Approximately 85% of the analysed comments of internet users include positive opinions about this mascara: "My ideal is Lash Architect L'Oréal [...] In my case: false lash effect and zero of sticking lashes together, it washes out easily and does not smear." The very few negative comments regarded primarily the mascara drying out in the packaging. Yves Saint Laurent - Volume Effet Faux Cils Mascara The most frequently commented mascaras also included the high-end Volume Effet Faux Cils Mascara by Yves Saint Laurent. However, the consumer opinions vary. Positive assessments constituted approximately two thirds of the internet users' opinions regarding this product. Its main advantage is said to be the "false lash effect" achieved with this product. "Effet Faux Cils YSL. It does as it is named :) I really appreciate it a lot" "YSL "false lash effect" is really stunning, I can guarantee you this" However, many internet users believe that this mascara dries out rapidly and thus is not worth its high price. TBourjois - Volume Glamour Mascara More than 75% of the opinions regarding Bourjois Volume Glamour Mascara posted on the analysed internet forums are positive. Internet users consider significant thickening of eye-lashes without sticking them together to be the main advantage of this mascara. Female consumers admit that they eagerly return to this mascara having tried out other products. "My favourite mascara for almost 10 years has been Bourjois Volume Glamour. I buy other mascaras, then I get disappointed and come back to this one" The analysed discussion forums also included negative opinions regarding Volume Glamour Mascara. Internet users assessing this cosmetic believe that it does not thicken their eye-lashes. Instead, it sticks them together and dries out rapidly in its packaging: "[...] It doesn't do anything to eye-lashes! It definitely does not thicken them" "It flakes off and sticks eye-lashes together totally [...] It dried out really fast" Max Factor - Masterpiece Amongst products of the Max Factor brand, the Masterpiece mascara is also popular amongst internet users. Almost 80% of relevant opinions from the internet forums covered are positive. It is appreciated primarily for separating eye-lashes, lack of clumps, lengthening of eye-lashes and comfortable application: "this mascara is the best in every respect. It separates eye-lashes, there is no need to comb or brush them, and it gives a very nice natural eye-lash effect" "you have to admit one thing - eye-lashes are not stuck together!!" Unflattering opinions concern primarily drying out of the mascara and the small capacity of the packaging. Dior - Diorshow Diorshow of the Dior brand, a premium segment product, has a very good image on the internet. Internet users recommend it especially to women who like intensely thickened eye-lashes. They believe that this product provides a thickening and extending effect even for delicate and thin eye-lashes. Almost 85% of the Diorshow appraisals on the analysed discussion forums are positive: "the effect is brilliant! [.] I am really satisfied with this mascara!" "I can eagerly and in good conscience assure that it is wonderful! One stroke of the brush and eye-lashes are extended, extremely black and thickened" L'Oréal Paris - Telescopic The Telescopic mascara is also among frequently commented mascaras by L'Oréal Paris. Over 85% of analysed opinions regarding this mascara are positive and large part of them appear to be clear superlatives, e.g.: "revelation", "beloved", "favourite", "the best". According to internet users, the main advantages of the Telescopic mascara include good extending and separating of eye-lashes. "great separating and extending of eye-lashes without sticking them together and smearing, it stays on for long [...]" Consumers also frequently mentioned their initial concerns about a comb instead of a brush to apply mascara, however these were later dispersed: "[...] the comb seemed troublesome, but the first use turned out to be without any problems" Lancôme - Hypnôse The discussion forums taken into account in the study also included numerous opinions regarding another mascara from the top-price range - Hypnôse by Lancôme. More than 85% of opinions regarding this product were positive. According to internet users, favourable appraisal of this mascara is a result of the products' capacity to achieve the expected effect of thickening and extending, no clumps during application of the cosmetic and durability after application: "[...] it perfectly highlights eye-lashes, makes them more expressive, longer and slightly thicker" Advantages and disadvantages of mascaras The overall summary below clearly demonstrates that the majority of internet users appraise very well the effects achieved with presented mascaras. However, it is worth noting, that these are the most popular and most frequently recommended products. Comments regarding drying out of mascara in its packaging refer to many products from various producers. However, internet forum users also exchange advice regarding methods of preventing this, e.g. tight closing of the packaging.
) Additional conclusions The analysis of opinions from Polish discussion forums demonstrated that internet users are very well oriented in the categories of mascaras created by producers, dividing products into extending, thickening, giving natural or "theatre" effect.
Moreover, it is clearly visible that internet users are conscious consumers, who understand the principles of producers' marketing communication. Keeping promises made by producers is considered as one of the criteria for the assessment of a mascara: "it really fulfils the producer's promises (of course not like in the advertisement with Photoshop, but it is pretty good)" "the only mascara, which, according to the producer's promises, did not stick eye-lashes together [...]" "zero effect In the language area, the use of language known from marketing messages is clearly noticeable. Internet users frequently use expressions appearing in advertisements, for example: "false lash effect", "spectacular effect", "theatre effect", "dramatic look", "extreme thickening". The above analysis demonstrates how valuable a source of information on consumer opinions the internet can be, especially regarding the product image and users' inclination to recommend it to others. Additionally, the benefit of using original opinions presented on the internet is a chance to become familiar with the language used by product users, and to obtain at least a partial insight into their purchase motivations. Internet content analysis is one of very few methods allowing to gather such information at minimal cost via a desk research type analysis.
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