Brands seek candid consumer images of their products

01/21/2014 | Mashable

Appealing to the tendency of consumers to invest trust in people like themselves, a number of retailers are tapping the crowd to submit candid photos of their products. "The path to purchase has evolved tremendously, and consumers are much more likely to trust their peers than a brand. ... It's a challenging ask, but people love social clout -- to be acknowledged by the brand," said Mimi Banks, director of social media at L'Oreal's Lancome brand.

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