Receiving negative feedback on social media is a common occurrence for many of us, and as a content creator, I’ve had my fair share of such interactions. However, instead of being disheartened, I believe these moments offer the perfect opportunity to build trust and educate our audience.

As content creators and cosmetic salespersons, we are no strangers to receiving negative feedback on social media. However, instead of feeling discouraged, these moments offer an excellent opportunity to build trust and educate our audience. With such a vast array of cosmetic products available, not everything will work for everyone, but our mission is to guide customers towards the best choices for their individual needs.

One fantastic example of the power of reviews is the Little Red Book (Xiaohongshu), a popular Chinese app known for its honest beauty product reviews. Surprisingly, even products with negative reviews manage to sell successfully worldwide. The reason behind this lies in the fact that not all products are meant for everyone; each product has its dedicated consumers who genuinely love using them. Our role is to educate and share knowledge about different products, ensuring that customers find the ones that suit their skin type and preferences.

For instance, when someone asks me about the shampoo I use, I often receive responses like, “I can’t afford that” or “I tried that brand before, but it didn’t work.” In such cases, I engage in a conversation to understand their hair and scalp conditions, usage habits, and reasons for disliking the product. This approach allows me to offer personalised recommendations and advice.

Similarly, when a customer shows you a negative review of a foundation on social media, inquire whether the reviewer mentioned their skin type, application method, or other products used in conjunction with the foundation. This opens the door for you to offer a demonstration on their skin or hand to showcase the product’s true potential.

Occasionally, my followers inquire about my foundation shade without knowing my skin tone and type. Although I encourage them to complete a colour match at the counter, some insist on purchasing the same shade I use.

To address this, I explain that achieving my radiant look in photos involves using highlighters, illuminators, and filters, which may not be evident in a beauty editor’s word-limited article. Hence, obtaining a similar appearance requires attention to the application technique and other complementary products.

When handling negative reviews, it’s crucial to maintain a positive and conflict-free tone. Express appreciation for the customer’s time and effort in sharing their concerns and demonstrate a willingness to understand their viewpoint. Always offer your assistance and expertise in finding the right solutions for them.

In our interactions with customers, we should embody qualities such as patience, humility, and respect. My parents have always reminded me to value those who engage in discussions and arguments, as they genuinely care about finding the best solutions. Should someone lose faith in us, they will simply walk away. Our goal is to nurture strong connections with our customers, guiding them towards products that best suit their unique needs and preferences.

By embracing these principles, we can transform negative reviews into valuable opportunities for building loyalty among our customers. As we consistently dedicate ourselves to meeting their specific requirements, we will foster a community that appreciates our commitment to their satisfaction.

This article was first published in the Spring issue of Retail Beauty.







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