Glossy/ Leah Prinzivalli/ March 27, 2018

Today, sources of product reviews are nearly as infinite as beauty retailers. Shoppers can turn to Amazon, Sephora, a brand’s website, an influencer’s Instagram post, a vlogger’s “first impressions” video, Reddit and other sites to see users’ satisfaction with a product before making a purchase. But as more brands and platforms partner with influencers, the featured reviews are becoming less trustworthy.

As a result, a number of technology companies have cropped up, offering shoppers solutions for sifting through the noise. While their services aren’t limited to reviews of beauty products, the category has been among their most popular. It makes sense. According to a 2017 report by TABS Analytics, 57 percent of beauty buyers check online reviews when making an online purchase.

Data analytics company Fakespot, for one, uses artificial intelligence to provide an instant analysis of the reliability of a product’s reviews. When a user pastes a review onto the site from Amazon, Yelp, TripAdvisor and the App Store, a letter grade is generated and an analysis is provided, stating something to the effect of, “Our engine detects that, in general, the reviewers have a suspiciously positive sentiment.” What’s more, individual reviews that are least likely to be reliable are pulled out, so customers can concentrate on the reviews worth paying attention to.

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