Poor Packaging Leads to Plummeting Review Sentiment

The Insight

Navigating the crowded waters of the body wash market is tough. With dozens of products lining the shelves of retailers like Target and Walmart, consumers are diving deep into reviews to ensure their skin is in good hands.

Our last InsightsWire revealed what matters most to consumers and what is driving the most complaints. A staggering 27k reviews, or 1 in every 3 written about body washes, discuss the products’ impact on skin. Generally, the feedback is full of praise for their gentleness, moisturizing effect, and soothing abilities—particularly for sensitive skin.

Yet, amidst the generally glowing feedback, there's an unmistakable dark cloud of customer feedback in the space: packaging. 9.3% of body wash reviews mention the topic and the feedback leans negative overall. Specifically, consumers complain about broken pumps, problematic seals, and difficult-to-dispense bottles. Many long for the ease and convenience of a pump bottle, but others are frustrated by low-quality pumps or pumps that don’t dispense all the product at the bottom of the bottle.

The Takeaway

Every drop counts in the CPG industry. While the product inside the bottle plays a pivotal role, the packaging it comes in isn't just a vessel—it's a vital component of the user experience.

1. Listen and Act: Companies should invest in regular review analysis. This provides real-time feedback, which can highlight recurring issues. Given the stark contrast in reviews on "Impact on Skin" and "Packaging", there's a golden opportunity to elevate the overall product experience by addressing the latter.
2. Packaging Matters: Brands should consider a packaging revamp, especially if reviews indicate dissatisfaction. A transition to pump bottles or improving the quality of seals can enhance user satisfaction dramatically.
3. Leverage Positives: For those already receiving raving reviews on product efficacy, keep the momentum going. Regularly engage with your user base, offer new and improved formulations, and ensure that your marketing materials echo these strengths.

Make your Amazon reviews work for you (not the other way around)

What's better than asking ChatGPT to think of your next winning idea? Asking your consumers directly (sure, AI can do a lot but it still can't click "add to cart").

In our upcoming webinar, Yogi CEO & Co-Founder, Gautam Kanumuru, and Yogi Head of Marketing, Spencer Kelty, join BWG Strategy for a long-awaited talk on using Amazon reviews for competitive research and strategic guidance.

We're giving you the inside scoop on how Amazon reviews can help you:

• Appeal directly to consumer pain points in marketing campaigns
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Sign up now to join the live conversation and Q&A on October 19th at 1:30 PM EST or have the recording emailed to you.

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