Nearly two months into a job hunt, I've developed a really bad habit.
I discovered the review function on Sephora.
On the surface, you probably wouldn't take me for a cosmetic junkie. But the habit runs deep. And in the absence of anything real to write about - except myself, in the form of cover letters (*cough* worst *cough*) - I've become obsessed with reviewing past purchases and answering questions, then checking over and over to see if anyone's given me a "helpful" vote.
I'm so cool.
Here's my problem: three of my most helpful reviews were actually removed by Sephora. This is where it gets dodgy. Sephora doesn't just take whatever you have to say at face value: they check it, then if your review (or answer) passes their community standards, it gets posted online within about 72 hours. All three of these reviews went through that process, only to be removed a day or two later. In case you hadn't guessed it, all three of these reviews were negative.
On further research, it turns out that's really not unheard of. Sephora hasn't gone to the trouble of deleting some of the community comments about negative reviews being deleted.
Note that each of those commenters is identified as a "VIB Rouge" - Sephora's reward class for those who spend $1000+ per year. Sorry, but I'm pretty sure those are the customers you want to keep on your side.
The deletion issue also comes up on MakeupAlley, a popular community just for user reviews. There's a pretty old thread about it on Specktra, a cosmetics discussion forum. And in Reddit's MakeupAddiction, there's speculation about why reviews might be deleted, plus some opinions about the quality of reviews on Sephora in general.
Here's the thing: this is not what a company wants to be known for. "Don't delete user-generated content" is pretty much the first rule of social media for any business, and the same applies to reviews. Never mind if bad reviews might hurt sales. You know what hurts sales even more? When a customer leaves your website to check a more reliable source. At that point, you've lost them. They might get pointed towards a cheaper retailer, or decide that they really need to visit a bricks-and-mortar store, or drop their phone into oncoming traffic. And then it's no sale for you.
Skincare and cosmetics companies already have a terrifying degree of control over their user-generated content because of their relationships with beauty bloggers and YouTubers. If you watch these girls - especially the ones signed with representation - you'll notice that a lot of them are trying the same things at the same time. (Sometimes completely inappropriate things, given how young most of them are.) And, here's the kicker: the girls rarely have a negative word to say about anything. Even if their skin's in bits, they blame themselves - not the products they're probably reacting to. When a brand throws a blogger a sample, there's now often an expectation that they'll receive a positive review in exchange. Some of these brands even have some degree of creative control or approval. Why the hell has no one taught these girls that you don't have to put out just because someone bought you dinner? With so many young teens emptying their wallets on the say-so of their favourite YouTubers, something's gotta give.
I reached out to Sephora after my reviews were deleted and asked if they would explain why. After all, it's possible I violated some community rule and they just didn't catch it till later. (Never mind that they'd have to slash and burn through their site to get rid of every positive review with a violation - for example, mentioning another product.) I got an autoreply that thanked me for getting in touch, then two days later, this response:
Super clear, informative and balanced, right? (By the way, the whole thing is a hyperlink to the Sephora website. It looks dodgy. Is it any surprise this got caught in my spam filter?)
I'm interested to see what happens next. I've read some beauty and skincare blog posts complaining about shipping, the VIB program and other common Sephora woes. In most cases, it seems like their PR interns on issues management duty are a hell of a lot more "on it" than their client services team. Of course, if they're really on it, they'll check the stats on this blog and clock that it's not enough of a concern to bother with.
The moral of this story? Don't mess with a chick who's worked in marketing.
Also, if anyone wants to give me a job so I can stop trying to measure engagement on my Sephora reviews, that'd be great.