27 products, 21,135 applications, 443 reviews: L'Oréal Paris tested its entire portfolio from mascaras to men's care
CZ / SK market · May 22 – July 7, 2025 · makeup, skincare, haircare, and men's care. Twenty-seven campaigns in six weeks — and 443 reviews on the Dr.Max e-shop.
Campaign results
Reviews from 439 unique testers across 27 campaigns.
Out of 456 selected testers, 443 submitted a review.
Average of 9.24 out of 10; 96.4% of testers would recommend the product.
An average of 783 applications per campaign.
99.8% of reviews included a photo.
65% of reviews were also published outside the client's e-shop.
About the client
Dr.Max is a pharmacy chain with an e-shop selling dermocosmetics and drugstore cosmetics from its suppliers. L'Oréal Paris is a mass cosmetics brand of the L'Oréal Group with a portfolio ranging from makeup to haircare and men's care.
- Industry
- Cosmetics & Pharmacy Retail
- Size
- Dr.Max × L'Oréal Paris
- Testing country
- Czech Republic and Slovakia
Campaign overview: one brand, four categories, six weeks
From May 22 to July 7, 2025, Testuj.to by FRENX ran twenty-seven testing campaigns for L'Oréal Paris products on behalf of pharmacy chain Dr.Max in the Czech and Slovak markets. The testing covered makeup (mascaras, foundations, lipstick, CC and BB creams, setting spray), Revitalift and Bright Reveal skincare, Elseve and Magic Retouch haircare, and the Men Expert men's line.
The campaigns ran across three waves: ten makeup campaigns starting May 22, seventeen care campaigns starting June 20, and one mascara campaign starting July 2. Each product had its own campaign with 15 to 18 spots.
The challenge: demand varied eightfold, products required different testers
Makeup attracted over 1,100 applications per campaign — 1,659 people applied for 15 spots for the Magic 5-in-1 CC Cream. Men Expert men's care received 209 to 239 applications. The same brand, the same timeframe, an eightfold difference in interest.
Furthermore, products couldn't just be handed out to anyone. Makeup in shade 2.N or Very Light requires a tester with fair skin, anti-hair-loss serum needs someone dealing with hair loss, root touch-up spray requires a woman who colors her hair, and men's care requires a man. Running 27 campaigns at once, profile-based selection is crucial to ensure reviews make sense in the first place.
The solution: selection by shade, skin type, and hair type
For oversubscribed makeup campaigns, selection was determined by skin shade and age in the tester's profile; for skincare/haircare lines, by skin and hair type; for Men Expert, recruitment was targeted at the male segment of the community. All 27 campaigns were filled: 456 selected testers for 459 spots.
Every approved review was automatically published on Testuj.to and on the client's platform (the Dr.Max e-shop); additionally, 286 reviews were syndicated to idealo.
Results in numbers: 443 published reviews from 21,135 applications
27 products tested, each in its own campaign. 21,135 applications, averaging 783 per campaign, 456 selected testers, and 443 published reviews from 439 unique testers.
97% return rate — 443 out of 456 selected testers submitted a review. Average rating of 4.6 out of 5, recommended by 96.4% of testers, with 804 photos added (99.8% of reviews included a photo). A further 286 reviews were published on idealo.
What testers appreciated: texture, application, and fragrance
The pros most frequently mentioned were texture and absorption (163 reviews, 37%), easy application (149, 34%), fragrance (142, 32%), visible effect (101, 23%), packaging and design (93, 21%), hydration (87, 20%), and longevity (82, 19%).
Feature ratings on a 5-point scale: ease of use 4.8, design 4.8, consistency 4.7, feel after application 4.7, effectiveness 4.6, effect on skin 4.5, and hydration 4.5. Top-rated products: Elseve Extraordinary Oil 4.92, Volume Millions Lashes Panorama 4.89, and Revitalift Laser Serum 4.86.
What bothered testers: small packaging, fragrance, and greasy feel
The most common complaint was packaging and its size — mentioned in 41 out of 443 reviews (9%), most frequently described as 'small packaging' or 'smaller packaging'. This was followed by fragrance (27 reviews, 6%), greasy or sticky feel (25, 6%), and price (19, 4%). In 11 reviews (2%), the tester noticed no visible effect, and another 11 reviews criticized the applicator.
Criticism was mainly directed at anti-aging serums, where after two to three weeks testers expected not just a sensory result, but a visible one. This exact feedback is the most valuable for the brand — it highlights where marketing communications promise more than the product can deliver in a short test period.
Sample reviews
Revitalift Filler day cream
- Light texture
- Fast absorption
- Hyaluronic acid for intense hydration
„Water-based – light, pleasant texture. Absorbs quickly and doesn't leave a greasy film."
Paradise Big Deal mascara
- Separated lashes
- Doesn't flake or clump
- Great volume
- Lasts all day
- Easy makeup removal
„Separated lashes, great volume, and lasts all day without flaking."
Wake Up & Glow BB cream
- Buildable coverage
- Practical packaging
- Quick application with fingers
- Lower coverage for problem skin
„Spreads easily, natural shade, and long-lasting even without powder."
Bright Reveal Anti-UV fluid
- Pigment spots unchanged
- Minimal evening out of skin tone
- Contains fragrance and alcohol
„The protection works, but I didn't see any improvement on pigment spots after 14 days. Rating 7/10."
Magic 5-in-1 CC cream
- Doesn't stay on oily skin
- Emphasizes dry patches
- Cannot be used as a primer
„Doesn't stay on oily areas and smudges over time. Rating 6/10."
Revitalift Filler serum
- No visible effect on wrinkles
„After three weeks, I didn't see any difference in wrinkle depth. Rating 6/10."
„Running twenty-seven campaigns across four categories at once means that tester selection determines the outcome. Makeup shade, skin type, hair type, and gender — when these match, the brand gets reviews that genuinely help customers make buying decisions, not just star ratings."
Source: business.testuj.to
