I find TikTok the most effective because you can see someone try out the product in real time. You are able to be certain that the product they are promoting is the product they are using.

I would creatively showcase a new beauty product in-store by turning the display into an interactive mini experience rather than just a shelf placement. This could include a clean, well-lit tester station with mirrors, quick before-and-after visuals on different skin types, and simple ingredient callouts explaining the product’s benefits. Pairing the display with real customer quotes, a QR code for short demos, or a small try-it incentive would encourage engagement and build trust. The goal is to make shoppers pause, interact, and easily imagine how the product fits into their everyday routine.

I keep reviews truthful, fair, and useful, not just positive or negative. I judge the product based on what it claims to do, not what I wish it would do. Even if it didn’t suit me, I note skin types or styles that might love it.