When analyzing the performance of a product across different markets, it is essential to understand how it is perceived in various regions.
This article demonstrates how Sensia uses its advanced consumer review analysis to quickly identify product strengths and weaknesses, particularly when analyzing feedback from different countries and languages. By breaking down insights based on language and region, brands can better understand why and how their product is perceived differently across markets.
Product Strengths
Sensia’s analysis of Shiseido Ultimune products across various countries highlights how the product is received in different languages.
| Strengths |
Share of Voice (English) |
Share of Voice (German) |
Share of Voice (French) |
Share of Voice (Spanish) |
Share of Voice (Dutch) |
Share of Voice (Italian) |
| Hydration & Smoothness |
95% |
90% |
85% |
92% |
88% |
87% |
| Texture & Absorption |
92% |
88% |
82% |
89% |
85% |
84% |
| Packaging & Scent |
85% |
80% |
75% |
83% |
78% |
80% |
| Anti-Aging Benefits |
80% |
78% |
72% |
79% |
76% |
74% |
| Ease of Integration |
78% |
75% |
70% |
76% |
73% |
71% |
Key Insights
The data shows that the most celebrated aspects of Shiseido Ultimune products across different languages are hydration and smoothness properties, followed closely by texture and absorption. Packaging and scent also play a significant role in consumer satisfaction, while anti-aging benefits and ease of integration into daily routines receive slightly lower shares of voice.
Here are some important differences based on regions:
- Hydration & Smoothness: Universally praised with the highest share of voice across all languages, showing strong global satisfaction with the product's moisturizing capabilities.
- Texture & Absorption: Consumers enjoy the lightweight and fast-absorbing texture, especially appreciated by those who avoid heavy skincare products.
- Packaging & Scent: In Spanish and Dutch markets, these aspects are particularly praised, suggesting a cultural preference for aesthetically pleasing packaging and a pleasant scent.
- Anti-Aging Benefits: Although still highly regarded, these benefits are slightly less emphasized, possibly indicating that consumers prioritize immediate effects like hydration over long-term anti-aging benefits.
- Ease of Integration: This is especially valued in English-speaking and Dutch markets, where consumers appreciate the ease of integrating the product into fast-paced daily routines.
Strategies to Optimize Product Performance
To capitalize on these strengths and optimize the product’s performance in each market, Shiseido could consider the following strategies:
- Emphasize Hydration & Smoothness: These are the most appreciated aspects across all markets, so marketing campaigns should highlight these immediate benefits.
- Leverage Texture & Absorption: Use visual and textual content to emphasize the lightweight and quick-absorbing nature of the product, particularly appealing to consumers who dislike greasy skincare products.
- Enhance Packaging & Scent: Focus on luxurious packaging and pleasant scents, especially in Spanish and Dutch markets.
- Communicate Anti-Aging Benefits: While hydration remains key, it’s important to also emphasize the long-term anti-aging benefits to appeal to consumers concerned with fine lines and wrinkles.
- Promote Ease of Integration: Highlight how easily the product fits into daily routines, particularly for consumers in fast-paced markets like the UK and the Netherlands.
Weaknesses
| Weaknesses |
Share of Voice (English) |
Share of Voice (Other Languages) |
| High Alcohol Content |
15.2% |
14.5% |
| Lack of Visible Results |
13.8% |
14.0% |
| Packaging Issues |
10.5% |
9.8% |
| Strong Fragrance |
9.5% |
10.2% |
| Causes Breakouts |
8.9% |
8.5% |
Summary of Key Insights
The analysis of negative reviews reveals several common weaknesses:
- High Alcohol Content is the most frequently mentioned concern, with many consumers worried about its potential long-term effects on their skin.
- Lack of Visible Results ranks second, as some users did not see significant improvements after using the product.
- Packaging Issues such as difficulties dispensing the product were also common complaints.
- Strong Fragrance was a significant issue, particularly among users with sensitive skin.
- Causes Breakouts was mentioned by users who experienced skin irritation after using the product.
Language-Specific Insights
There are notable differences across languages: for example, the strong fragrance issue is more prominent in non-English reviews, suggesting regional variations in fragrance tolerance.
Strategies to Address Weaknesses
To address these issues, Shiseido could consider:
- Reformulating products to reduce alcohol content.
- Improving packaging design.
- Reducing the concentration of fragrances.
- Ensuring products are tested more thoroughly for compatibility with sensitive skin.
By focusing on these areas, Shiseido can continue to refine its products, ensuring they meet the evolving expectations of consumers across different regions.
To explore more about the product and get deeper insights, you can check the full report here.