Is it all a scam?
what appeared to be an email with the subject line "Homework Time —Sephora.com Reviews." It walked employees through a step-by-step process on how to hide their IP address , leave a minimum of three reviews for one of the brand’s newest products, and, perhaps, mention specific qualities of the product that had been maligned in other legitimate reviews.
"You want to always have a 4.5-star rating," says Justin Jackson*, who has handled reviews for multiple start-ups’ websites, including a skin-care and cosmetics company known for its millennial-cool branding. Jackson, as well as many others interviewed for this story, asked that we not use his real name. "If you go on someone’s website and they have 500 five-star reviews, you’re going to be like, ‘That’s fake.’" On the other hand: "If it’s 500 and it’s 4.
Stellar reviews aren’t enough — brands are pressed to have as many of them as possible. Because we don’t just want feedback; we want copious amounts of feedback. A study published in Psychological Science found that when given a choice between two equally low-rated products, people routinely chose the one with a higher number of reviews — in other words, the "more popular" product . Retailers understand this.
The second strategy, incentivizing, can be even more enticing for a potential reviewer. Though it’s illegal to incentivize a review, according to the FTC — with free product, cash, 15% off coupon while supplies last— unless disclosed, beauty company employees I spoke with said brands frequently offer impressive rewards to reviewers, such as credit to use on the brand’s website or discounts, on top of free "seeded" product.
For better or worse, brands say it’s extremely difficult to get product reviews taken down even if they suspect foul play. In the case of the shopping-network reviews, the brand was too big of a cash cow to receive more than a slap on the wrist, or so Booker thinks. In most cases, though, a third-party retailer’s reluctance to scrub negative reviews is a point in their favor for being a trusted source.
With such behind-the-scenes machinations, a cottage industry has emerged: web-based services, such as FakeSpot, that help you weed out fake reviews. Just paste in a product page, and AI-based algorithms will determine which reviews come from bots or influencers, which it deems less credible. FakeSpot currently analyzes reviews from the likes of Sephora and Amazon — in June, it declared that almost 25% percent of the latter’s beauty reviews are untrustworthy.
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