Peer Reviews Are Increasingly Important for Beauty Purchases

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Third annual Total Beauty Awards see 19% increase in consumer engagement

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Women will spend 50% more time reading reviews when related content, such as articles and buying guides, is available. Our Awards give our community the opportunity to recognize the best in beauty, and to share those recommendations in an unbiased way.

TotalBeauty.com, the web’s leading beauty advice resource, today announces the winners of the third annual TotalBeauty.com Awards. Nearly 300,000 consumer votes were cast during the month of March to recognize the best products and tools in 63 categories across face, body, makeup, and hair.

According to a recent Total Beauty Media Group survey, the average woman spends 20 minutes online researching products for a shopping trip, and data shows that peer review recommendations are a key part of this process. The 19 percent increase in consumer voting with this year’s TotalBeauty.com Awards is proof that consumers are placing greater trust and value in the opinions of their peers to help inform purchase decisions.

To see the 2012 Total Beauty consumer product picks, visit: http://www.totalbeauty.com/awards2012

"Women are constantly seeking advice to help them decide which beauty products to buy. We’ve found that women will spend 50 percent more time reading reviews when related content, such as articles and buying guides, is available," said Ethelbert Williams, Head of Marketing for Total Beauty Media Group. "Our Awards give our community the opportunity to recognize the best in beauty, and to share those recommendations in an unbiased, trustworthy way."

Home to the most comprehensive online database of beauty product reviews, TotalBeauty.com provides free access to unbiased information on beauty products. The highest-rated products in the database are nominated for the Awards. This year, 484 products from 184 brands competed for the TotalBeauty.com Readers’ Choice seal of approval. In addition, TotalBeauty.com editors recognized the best new products launched in the last year. One product winner was chosen in each of the 63 categories to receive the Rising Star Editors’ Pick seal.

Winning brands can license the official TotalBeauty.com Award Winner seal in consumer communications, packaging, and retail. New this year, TotalBeauty.com will offer a monthly sweepstakes providing consumers a chance to win an assortment of the award-winning products.

About Total Beauty Media Group
Founded in 2007, Total Beauty Media Group operates TotalBeauty.com, home of the largest database of independent, unbiased beauty product reviews for women. TotalBeauty.com features hundreds of thousands of user-generated reviews, spanning more than 45,000 products, including most known prestige, mass-market, salon, and spa products. In addition, the site publishes daily editorial coverage of beauty news and trends, including TotalBeauty.com TV, an immense library of beauty how-to videos.

Total Beauty Media Group’s portfolio of digital beauty, health, and lifestyle media properties include: TotalBeauty.com, BeautyRiot.com, LimeLife.com, and ModernMan.com. Total Beauty Media Group is backed by USVP and Wallington Investments and based in Santa Monica, Calif. For more information about Total Beauty Media Group, visit TotalBeautyMedia.com.

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