Unilever Shares Selfies

In Internet Retailer: Another example of shoppers using their phones to explore the marketing space.   It is much done already, but how are the results managed, explored, evaluated?   See also Storeflix, which is more B to B, but with related direction.   ".... Recognizing that consumers put a lot of trust in photos from other consumers, Unilever’s Simple Skincare brand is using a new service from Olapic to pass on photos shoppers send it from social media to retailers selling the brand’s products. ... "