Bw confidential - sampling article


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Small Packages, Big Rewards

May-June 2012

A very interesting article on beauty sampling by BW Confidential magazine.

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Bw confidential - sampling article

  1. 1. Insight Sampling Small packages, big rewards? New technology and distribution methods may give beauty sampling a boost, but challenges at retail remain A lot more options in sampling are on offer today beyond the basic vial or scent strip, enabling brands to better reach consumers and turn testing a product into a sale. For example, samples can now do more thanks to QR codes, which consumers can scan to see a video or find out more about the product. “A sample can be scanned to give the consumer far more detailed information and linked to a video on YouTube that shows more about the product,” explains UK-based Sampling Innovations managing director Mark Lockyer. Linking street sampling campaigns to the internet can also yield results. For example, in May, US-based prestige haircare brand Living Proof launched a three-day bus tour in New York City called Restore the Love. The bus made stops throughout the city providing hair analyses, consultations with “Living Proof scientists”, free samples and hair styling services. The event was well attended and garnered positive feedback from fans on Facebook. Another novel sampling campaign was from UK-based bath and body brand I Love “ Some brands look to reduce the costs of their Cosmetics. Also in New York, the brand samples, which is a bigBeauty sampling websites placed ice cream carts outside of Duane mistake as the sample Reade drugstores (where the brand isThe growth of beauty sampling websites, such as can then reflect poorly sold) and offered passers-by free iceGlossybox, which gives members a set number of beauty cream cones in the same “flavors” as on the brand. If you stripsamples every month in exchange for a fee, have renewed the products on display on the cart.brands’ interest in samples. A sample put in the right out too many costs Shoppers were given a 100ml bubblehands—those of a popular blogger or simply a Facebook bath and shower cream along with in the quality of themember with a lot of “friends”—can quickly generate a a buy-two-get-one-free coupon forsubstantial buzz for brands. sample, you will deliver Duane Reade. That same month, I Love Glossybox, which is present in more than 15 markets, Cosmetics said its sales of creams and a poor or averageoffers a set of five beauty samples to its members every bubble bath increased five-fold.month in exchange for a subscription fee. Members fill sampling experience, Aside from traditional retail andout a “beauty profile” in order to receive samples tailored street marketing, more brands are which can be completelyto their needs. The company also introduced a box for also looking to get more out of theirmen in France to come out on a quarterly basis. self defeating samples by teaming up with non- Birchbox, another members-only subscription sample beauty stores to distribute their pro-site, recently launched its limited-edition box called JustBecause, which contains ‘deluxe’ samples and full-sizedbeauty products in addition to items such as candy andstationery. A UK site, Latest in Beauty offers The LittleBeauty Box, a monthly package which contains three ducts. “We are seeing an increase in the use of product dispatch. Rather than going through its own website or retail partner, brands are seeking ” Sampling Innovations managing director Mark Lockyer affiliate partners, such as fashionsmall samples (usually sachets or vials) free of charge— websites, grocery retailers or magazinecustomers just pay a £1.50 shipping and packing fee. publishers [to distribute their samples],”The site also offers a “luxury sample” option for a price. comments Sampling Innovations’ Lockyer. He cites UK-based ■ ■ ■ - May 31-June 13, 2012 #55 - Page 11 CONFIDENTIAL
  2. 2. Insight Sampling ■■■ retailer Asos, a fashion company that offers beauty brand samples inside the packages it ships to customers, thereby providing an opportunity to expand a beauty brand’s reach. What’s the ROI? Yet despite the advances in samples and what can be done with them through the internet and elsewhere, they are often one of the first budgets to go when a brand needs to make cuts. “Sampling is often seen as an expense, but our objective is for brands to see sampling as an investment. A successful sample is the one that gets used. A brand that wants to cut corners on quality could well end up with unused samples that do not resonate with or tempt the consumer. In that case, the brand might have done better to invest in a cheaper strategy, such as advertising,” Aptar Beauty and Home vice president of business development Isabelle Lallement explains. Sampling In- novations’ Lockyer agrees: “Some brands look to reduce the costs of their samples, which is a big mistake as the sample can then reflect poorly on the brand. Sometimes purchasing departments lose sight of the fact that a sampling campaign is meant to create a positive impression on the consumer, but if you strip out too many ■ ■ ■ Novel sampling innovations Arcade Marketing is a nomad point-of-sale display (pictured) that dispenses samples on demand. “Our briefs from beauty brands were very specific in that the samples should be closed and hygienic, at a relatively low cost and that the consumer could keep the product,” explains Arcade Europe senior vice president international Philippe Ughetto. Totem is currently being tested by two major brands at the point-of-sale. Aptar Beauty and Home is a credit-card sized spray (pictured) that dispenses 0.3ml of fragrance. Imagin’ can easily be inserted into magazines as it is delivered flat (when the tab is pulled the sample ‘opens’ to allow it to be squeezed to▲ Imagin’ (Aptar) release the fragrance). According to Sampling Innovations managing director Mark Lockyer, Imagin’ is a cost-effective alternative to 1.5 or 2ml glass vial or spray samples, as with 0.3ml it is a more “immediate call to action” for the consumer. “When you provide 1.5 or 2ml of fragrance the consumer can use that for quite some time during which they can be influenced by other factors, not least another fragrance launch or brand and then they’ve lost that high level of interest,” comments Lockyer. ▲ Totem (Arcade Marketing) Orlandi Inc in the US is a single-use applicator for fragrance, make-up or skincare. When peeled off, the entire label can be removed and applied directly to the skin, without leaving a residue on the magazine. The company’s ColorKiss sample (pictured, far left) provides one applica- tion of lipstick on a flat card, which is meant to be folded and the upper and lower lip are pressed onto the card to receive one dose of color.▲ ColorKiss Castelberg offers Scent Blotter (pictured, near left), or thermo-formed(Orlandi) polymers that can be moulded into different shapes and are infused with fragrance. This technology is ideal for high-end or gift-with-purchase samples that can become a keepsake and therefore be used as a longer-term advertising medium. ▲ Scent Blotter (Castelberg) - May 31-June 13, 2012 #55 - Page 12 CONFIDENTIAL
  3. 3. Insight Sampling ■■■ costs in the quality of the sample, you will deliver a poor or average sampling experience, which will result in no desire to purchase the product, so it can be completely self defeating.” Retail lags Another reason samples are sometimes undervalued by brands is how they are distributed at retail. “The real worry for retail is that the strategy is backwards—the consumer gea sample once she has made her purchase, which makes no sense. That approach means that the sample either is meant to be tried later on or is to be used for traveling, which isn’t good as many samples aren’t conceived for travel,” says Aptar’s Lallement. Skincare brand Polaar has made sampling an important part of its strategy at the point- of-sale. The company claims to provide 15 samples for each product sold (the industry average is said to be around three samples per product sold). “Our goal in terms of sam- pling is to satisfy our retail partners—the beauty advisor and the pharmacist—as well as the end consumer, but the challenge is that we cannot target the consumer ourselves. To remedy this, we train store staff extensively to be sure that they give the sample to the right consumer,” explains Polaar president Daniel Kurbiel. “ We train store staff extensively to be sure Polaar places its samples on or near the products on shelf, rather than having them dis- that they give the tributed randomly at the cash register. “The sample should be used to back up a consul- tation, rather than be a reward for a purchase,” adds Kurbiel. sample to the rightFragrance still reigns Some analysts have said that the consumer. The sample industry should move into selling sam-The majority of samples are still in fragrance, but the skincare ples at the point-of-sale or on their should be used to backand make-up categories are becoming more of a focus, accor- websites, especially for expensive pro- up a consultation, ratherding to suppliers. Arcade Marketing, for example, increased its ducts that the consumer may want toinvestment in both make-up and skincare last year, according try and consider for a few days before than be a reward forto Arcade Europe senior vice president international Philippe splashing out and making a purchase. a purchaseUghetto. “We launched a new technology last year that we Others advocate that retailers doare rolling out worldwide which is the Beauty Pod—a 2mlsample that contains a liquid formula and is a solution both forthe press and for the point-of-sale. It has been a big success inNorth America and is currently being launched in Europe andAsia,” he explains. more to integrate sampling into their loyalty card scheme, with a customer receiving a certain amount of free items depending on her purchase. Tying sampling into the loyalty scheme ” Polaar president Daniel Kurbiel Sampling Innovations’ Lockyer believes that there is much also means that the retailer can accessuntapped potential in make-up sampling. “I’ve always been a the customer’s purchase history tolittle disappointed in the lack of color cosmetics’ sampling; offer more targeted products. Ano-for years brands have just relied on in-store testers.” One ther strategy is to track the sample.recent interesting color sampling initiative came from Christian L’Oréal-owned skincare brand Kiehl’s,Dior, which launched an on-counter dispenser, called the Dior for example, prints a bar code on itsForever Dramming Fountain to provide samples of its Forever samples, which allows the brand toFoundation at Selfridges department store in London. The contact the consumer (via either thedispenser resembles an espresso machine with six nozzles brand or the retailer’s database) tocorresponding to each shade. Consumers can book a create a follow-up conversation and“complimentary color match” and are given a 5ml sample gauge satisfaction with the try at home. This strategy has been praised for combining If brands and retailers work more withservice (the BA helps the consumer choose the right shade) the consumer in mind, beauty samplingwith a novel tool and a generous-sized sample. could become a lot more efficient. ■ - May 31-June 13, 2012 #55 - Page 13 CONFIDENTIAL