Ulta Skincare Reviews Analysis

Ulta Skincare Reviews 

Analysis of Dermalogica product reviews

Background
    Dermalogica is a popular prestige skincare brand sold at Ulta Beauty, a beauty retail chain. I sorted, cleaned, and analyzed data from Dermalogica product reviews left on ultabeauty.com from the products' listing dates ~11 years ago in 2012 until March 27, 2023.

Objective
  • Identify trends among the reviews in order to analyze where reviewers are located, if they are verified buyers,  when they left the most reviews, and which products are reviewed most frequently and least frequently.

Data
    The data used for analysis is from a public dataset called "NLP: Ulta Skincare Reviews" that can be found on Kaggle and is available in .csv format. The data was pulled from the Ulta website on March 27, 2023 and includes 4 different Dermalogica exfoliating product types, including Daily Microfoliant, Daily Superfoliant, Hydro Masque Exfoliant, and Multi-Vitamin Thermafoliant. The table colums are Review_Title, Review_Text, Verified_Buyer, Review_Date, Review_Location, Review_Upvotes, Review_Downvotes, Product, Brand, and Scrape_Date. Brand and Scrape_Date are consistent for all entries. 

Tools
  • The data was sorted, cleaned, and analyzed using SQL (Google BigQuery)
  • Visualizations were made with cleaned data using Tableau

Process
  • For the purpose of this analysis, only the columns Review_Title,  Verified_Buyer, Review_Date, Review_Location, and Product were used. They were ordered by product type in SQL.
  • Review_Date was sorted and cleaned directly in Tableau.

Visualization
The cleaned dataset consisting of ~4,000 reviews was used to create visualizations of the trends found. A dashboard was created in Tableau.






Most reviews came from buyers whose products were not verified to be purchased from Ulta.










53.82% of reviewers did not disclose where they were located. For those who did disclose their location, Texas contained the highest amount of reviewers.











It can reasonably be assumed by the frequency of reviews that the Multi-Vitamin Thermafoliant was the first product released by Dermalogica, followed by the Daily Microfoliant, then the Daily Superfoliant, and finally the Hydro Masque Exfoliant. Generally, the more recently the product was released, the more reviews it has.



Conclusion and Recommendations 
    Most reviews were left by customers with un-verified purchases and undisclosed locations. Requiring reviews to contain location and verification of purchase would allow for more accurate data that could assist in determining which products are most and least popular in a given area, which would assist in marketing efforts. Additionally, switching to a star or point rating would make data analysis easier. Trends show that the earlier a product was released, the lesser number of reviews that product receives overtime as other newer products are released. These items should be marketed more heavily so customers do not forget about them over time.

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