Virtue Labs Amplifies Brand Trust with 5,000+ Reviews and 1,000 UGC Assets

Virtue Labs is a haircare brand driven by the vision to provide everyone with the healthiest, most vibrant hair scientifically achievable. Their mission is to empower individuals to transform the health, quality, and appearance of their hair, ultimately changing how they look and feel—forever. A team of bio-scientists discovered a revolutionary method to extract pure keratin, the remarkable protein that constitutes 90% of our hair, skin, and nails. All Virtue® products feature Alpha Keratin 60ku®, a proprietary hair-healing protein that is clinically proven to transform hair to its healthiest state in as few as five uses.

• Consumers rely heavily on reviews to make informed purchasing decisions.
• Manual UGC management is time-consuming and inefficient.
• Retailers need consistent, authentic reviews to support consumer decisions.

This science backed brand found Alpha Keratin 60ku® six years ago and has been taking every opportunity to connect with shoppers and nurture a community of hair enthusiasts. Every year since then they have faced two significant challenges when it came to leveraging user-generated content (UGC) and reviews.
 

The process of managing UGC, including influencer seeding and gathering product feedback, was manually intensive. The team had to handle everything from shipping to communicating with creators individually, leading to inefficiencies and time-consuming work for the team.

 
Retailers, like Sephora, consistently emphasize the need for more reviews, as consumers rely heavily on them to make informed purchasing decisions. The goal isn’t just to gather glowing reviews but to capture honest feedback that reflects varied experiences. For example, if a product like shampoo doesn’t work well for someone with a specific hair type, that information is valuable to others with similar needs. According to Alexandra Doloughty, through Skeepers, brands can ensure that samples reach the right consumers, leading to reviews that are both relevant and genuine. This approach doesn’t aim for a perfect rating but rather for authentic, repeated usage feedback that truly informs prospective buyers.

• Skeepers streamlined UGC management, automating outreach and review collection.
• Pre-launch campaigns with lab samples generated early UGC, boosting launch impact.
• Batch UGC creation supported ongoing engagement and future marketing flexibility.

   
  To better connect with their audience and create a streamlined flow of reviews, Skeepers provided Virtue Labs with a comprehensive solution to address both challenges.

   
  With Skeepers, Virtue Labs could seamlessly manage review collection, even for retailers like Sephora that do not syndicate. The Gifted Reviews solution allowed Virtue Labs to run campaigns to gather FTC-compliant reviews from real customers, ensuring that products received a steady stream of valuable and authentic feedback.

   
  Skeepers offered a centralized solution for UGC campaigns, automating influencer outreach, product seeding, and UGC content generation. This saved the Virtue Labs team significant time and effort by eliminating the need for manual coordination with individual influencers and creators. The solution also enabled Virtue Labs to gather UGC assets even before product launches, leveraging lab samples for early review generation.

   
  With Skeepers, the process of aligning content with the omni-channel marketing calendar has become seamless for Virtue Labs, especially for upcoming product launches. In the past, final product samples often arrived just before launch, leaving little time for influencer and customer outreach. Now, Skeepers enables pre-launch campaigns with lab samples, allowing for early reviews and UGC well before the final product hits the warehouse.

This not only builds excitement but creates a “cool factor” where participants feel special for getting early access. By the time the final product is available, campaigns are ready to roll, and reviews start flowing immediately, maximizing impact across retail and direct-to-consumer channels. With Skeepers, the brand generates valuable UGC assets right from launch, streamlining the entire pre- and post-launch process.

 
The impact of Skeepers has been transformative for Virtue Labs, making it impossible to imagine a return to manually tracking UGC and managing countless individual conversations through spreadsheets. This task would have previously required extensive time, coordination, and communication, not to mention shipping logistics for each individual order. Even assembling packages during downtime seemed more manageable than endless data entry. Now, Skeepers streamlines this entire process for Virtue Labs, making it more efficient, saving valuable time, effort, and preserving team morale. The platform has simplified what would otherwise be a daunting task for the brand.

 
Virtue Labs noticed that bundling content can be highly effective in boosting cart value, especially when paired with luxury products that may be priced at a premium. While bundled product content encourages higher average order values (AOV), it’s also essential to maintain single SKU content for audiences who may be interested in specific items rather than a full product line. The flexibility of both bundled and individual product content allows brands to appeal to diverse buyer needs and budgets, helping consumers make informed purchasing decisions whether they’re trying one item or investing in a full set.

 
According to Alexandra, running multiple campaigns supports various goals, from new product launches to hero product promotions, which ensures continuous engagement across different stages of the customer journey. Batch creation of UGC is particularly valuable, as it provides a stockpile of content that can be used over time, extending the campaign’s impact well beyond the initial launch. This approach not only supports immediate goals but also allows for flexibility in future content needs, ensuring high-quality UGC is always available to meet evolving marketing objectives.

• Skeepers helped Virtue Labs generate thousands of UGC assets efficiently.
• Virtue Labs achieved 5,000+ reviews, 1,000 assets, and $65K+ EMV.
• 90% of UGC was high-quality, easily repurposed across platforms.

The results for Virtue Labs were transformative. The brand generated thousands of UGC assets through Skeepers, eliminating the need for manual processes and providing a continuous flow of high-quality content for marketing campaigns.

 
By using Skeepers, Virtue Labs consistently gathered authentic, high-quality reviews, including for pre-launch campaigns using lab samples. These reviews not only supported retail partnerships but also boosted consumer confidence across digital channels. Skeepers drastically reduced the time and effort required to manage UGC and review collection, allowing the team to focus on more strategic tasks. The platform’s automation capabilities saved both time and sanity, resulting in a smoother workflow.

 
Virtue Labs successfully gathered over 5,000 reviews and 1,000 assets through Skeepers, with exceptional campaign performance. These efforts achieved a reach of over 106K and an impressive engagement rate of 3.8%. Engagement metrics include more than 1.68 million impressions and 224K interactions. The total earned media value (EMV) exceeded $65,000. Additionally, reviewers gave a 93% recommendation rate, with an average rating of 4.73 out of 5 stars.

 
Virtue Labs saw a marked improvement in the quality of UGC over time, with 90% of the content being high-quality and usable for product pages, paid ads, and social media. This allowed the brand to select and repurpose content across multiple platforms, further amplifying their marketing efforts.