The New York Times
featured our friends over at SheSpeaks, which is the leading word of
mouth company focused on women. Word of mouth is an worthwhile
marketing avenue for beauty companies who are looking to drive buzz and
purchases of a new product, especially in this economic climate when
consumers are more cautious and less likely to try new products.
“This is a very good time for brands to get out there in new and different ways,” said Aliza Freud, chief executive at SheSpeaks in New York.
Because of the economy, “consumers are talking about reassessing their brand favorites,” she added, “not necessarily to trade down, but if they think they can get a better value at the same price.”
Members of SheSpeaks were recently polled on their attitudes about trying new products in light of the economic downturn, Ms. Freud said. Of the respondents, 44.4 percent said they were more likely to try them and 42.3 percent said they were equally likely.
Only 13.3 percent of the respondents said the economy made them less likely to try new products because “this is not a time to experiment.”
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