How to make customer reviews your secret weapon

Hey, you! Yes you! Do you want to bribe your customers?

Obviously, I mean ethically…. Duh.

Okay, next question, and be honest. Would you ever buy anything online without consulting the digital peanut gallery first? I’ll bet my bottom dollar you wouldn’t. Whether it’s a serum, a blender, or a suspiciously cheap pair of boots, we all scroll straight to the reviews section before hitting “add to cart.”

And for good reason.

Reviews are the new word-of-mouth, just with worse spelling and better lighting.

In beauty especially, reviews are enough to literally make or break a product.

Everyone’s skin type, tone, age, and budget are different, so what works for one person might turn another into a walking chemical peel. That’s why brands, big and small, are so obsessed with incentivised reviews: they’re a shortcut to social proof, credibility, and actual conversion.

According to this 2024 Forrester report, over two-thirds of online adults in the U.S. rely on product ratings and reviews before they make a purchase. That means if your product page is sitting there with zero reviews, it’s not just quiet. It’s a purchase repellent.

What “incentivised” really means (and what it shouldn’t):

Just to be clear, incentivising reviews doesn’t mean paying people to lie (even though that’s, like, the first thing you’d think it was lol).

It means offering a small thank-you like a discount, loyalty points, a sample or whatever in exchange for an honest review. The goal isn’t five stars; it’s authenticity.

Transparency is key. Always disclose that a review was incentivised, and never, ever script the outcome. Many platforms like Amazon and Sephora have clear policies around this, so make sure your version of “creative” doesn’t get you banned.

For smaller businesses, incentivised reviews are a bit of a secret weapon.

Big brands have ad budgets and influencer deals; as a small brand, you’ve got genuine customer experiences and a whole lot of hope.

A steady flow of reviews builds trust faster than the majority of campaigns ever could, and it gives you gold for your content pipeline. Screenshots of reviews are perfect for social proof in ads. UGC photos are great for email and landing pages. Reviews even boost your SEO by feeding your product pages with juicy, keyword-rich content.

Sooo, in other words, every review you collect is basically an unpaid intern doing marketing for you. Work smarter, not harder.

How to do it right (and not get cancelled):

Because I don’t want you cancelled. I want you thriving, darling. And I especially don’t want you cancelled based on an article I wrote 5 coffees and 1 panic attack deep. So, here’s the playbook:

• Ask at the right time. Hit customers up when their first impression is fresh — not months later when they’ve forgotten your brand exists.

• Make it feel like a thank-you, not a bribe. A small discount or loyalty reward feels generous; cash for stars feels gross.

• Make it easy. One-click forms, short surveys, clear CTAs. If it’s effort, they won’t bother.

• Use what you get. Share great reviews on social. Turn them into graphics or short videos. Create a “review of the week” feature.

And remember, even the occasional negative review isn’t a disaster. Tbh it’s actually a good thing because it shows you’re real. It builds trust. (As long as you respond gracefully, a.k.a. resist the urge to crash out.)

Incentivised reviews aren’t a dirty trick.

They’re one of the smartest ways small brands can compete with the big guys, not by outspending them, but by out-trusting them.

-Sophie Randell, Writer