Trust takes a beautiful thing home

Trust takes a beautiful thing home

The founder and managing director of beautyheaven, Jackie Maxted, has attributed the high level of trust between brands and the sites reviewing consumers to its ongoing success, with the site passing 150,000 reviews last week.

Launched in 2007 by Directories Group, beautyheaven has more than 450 brands and 16,029 unique products. The site also has 154,060 members creating consumer-generated reviews complementing targeted editorial recommendations and news for a range of high profile brands including Estee Lauder, Reckitt Benckiser, Procter and Gamble and Johnson & Johnson.

Maxted told B&T that because the site enjoys deep engagement from both its reviewers, none of whom are paid, and its brands, “smart marketers were using the site to gain feedback and engage directly with their consumers via online forums”.

She added that her one rule with brands engaging via forums was transparency. “So longer as everyone identifies themselves, then it’s no problem for a brand representative to get involved in discussions about their product,” she said.

Julia Braun, general manager of marketing Beiersdorf Australia congratulated the site on a fantastic milestone in beauty publishing.

“Having worked with beautyheaven since its inception, we are thrilled at the success of reaching 150,000 consumer reviews,” she said.

“beautyheaven has always given us the opportunity to reach highly engaged skin and beauty fans in a very targeted and efficient way, with the opportunity to listen to their valuable feedback.

“Word of mouth is one of the major purchase drivers within skin & beauty care and working with beautyheaven has certainly been beneficial to our brands,” she added.

The news follows Directories Group’s recent announcement of upcoming launch of, a sister site to featuring practical news and reviews of household products and services.

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