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Looking ahead12-14 SEPTEMBER                  19-21 OCTOBERBEYOND BEAUTY PARIS              LUXEPACK MONACO               ...
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CNW Sep 2011 - A new era of Sampling?

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CNW Sep 2011 - A new era of Sampling?

  1. 1. Looking ahead12-14 SEPTEMBER 19-21 OCTOBERBEYOND BEAUTY PARIS LUXEPACK MONACO SPOTLIGHTVenue: Porte de Versailles Venue: Monte Carlowww.beyondbeautyparis.com www.luxepack.com12-15 SEPTEMBER 19-21 OCTOBER A new era of sampling? TNATURAL BEAUTY INTERNATIONAL he days of finding sachets of nondescript cream hiddenSUMMIT EUROPE CENTIFOLIA CONGRESS away in the pages of glossy magazines are fastVenue: Paris Venue: Grasse, France disappearing. A new era of sampling has dawned, pavingwww.naturalbeautysummit.com Tel: +33 4 92 42 34 08 the way for beauty companies to grow brand awareness, gain www.centifolia-grasse.net valuable consumer insights and boost product sales.18-19 SEPTEMBER A recent study conducted by Mintel involving over 1,800OLYMPIA BEAUTY 31 OCTOBER-2 participants saw one-third of respondents aged 16-24 admit toVenue: Olympia, London NOVEMBER being influenced by samples. A further four in 10 also countedEmail: ian.archbold IFSCC 2011 CONFERENCE friends’ opinions as key to their purchasing decisions – a trend@olympiabeauty.co.uk Venue: Bangkok, Thailand that’s sure to continue with the advent of social media.www.olympiabeauty.co.uk www.ifscc2011.com Mark Lockyer, md of Sampling Innovations UK, believes the recession has also given the industry an unexpected boost.18-23 SEPTEMBER 2-4 NOVEMBER “From a sampling point of view, the recession is a good thing.TFWA WORLD EXHIBITION IN-COSMETICS ASIA It has a direct influence on sales even if market share isVenue: Cannes, France Venue: Bangkok, Thailand shrinking, and in many cases, there’s been increased spendingwww.tfwa.com Tel: +44 20 8910 7873 on sampling by beauty brands. The difference is brands areOnline registration is open www.in-cosmeticsasia.com now more diligent in how they conduct sampling to create asnow for one of the industry’s little wastage as possible.”most prestigious upscale 7-10 NOVEMBER Not only are brands responding to recessionary pressuresevents. ISPA CONFERENCE & EXPO by boosting sampling – but they’re also thinking outside the Venue: Las Vegas, USA box when it comes to reaching consumers. “Over the last 10-23 SEPTEMBER Tel: +1 888 651 4772 15 years, sampling has become a more integral part of brands’THE EU COSMETICS www.experienceispa.com marketing budgets. From niche to global players, brands areDIRECTIVE & THE NEW being more creative, such as looking to specialist events andCOSMETIC REGULATIONS 7-9 NOVEMBER websites to engage their consumers,” said Lockyer.Venue: London PACKAGING SUMMIT One such website is Latest in Beauty, which was started upTel:+44 (0) 1483 730071 Venue: Atlanta, USA in 2008 following the model of successful US sampling siteswww.management- Email: meetings@ such as Birchbox and GlossyBox. Offering both value forforum.co.uk/pharmaceutical packstrat.com money and the latest product samples, Latest In Beauty allows www.packstrat.com members to order a box of three samples from just £1. Site24-26 SEPTEMBER founder Nort Janssen told CNW the concept grew out of a goalINTERCHARM MILANO 9-11 NOVEMBER to match products with the right customer. “Every member onVenue: Halls 1, 2 & 4 COSMOPROF ASIA the site has a profile, and they are given an opportunity toFieramilanocity, Italy Venue: Hong Kong, China order samples that are right for them.”www.intercharm.it Tel: +852 2827 6211 While there are obvious benefits for consumers, Janssen www.cosmoprof-asia.com conceded that it was more difficult to get brands on board: "In6-7 OCTOBER Come & meet the CNW team! the beginning, this was one of the hurdles. We now have aPACKAGING INNOVATION feedback mechanism which gives brands a chance to askVenue: Business Design 15-16 NOVEMBER questions. Around 54 per cent of customers who orderCentre, Islington, London SCS FORMULATE samples come back to give feedback about the products, soTel: +44 (0) 20 8843 8804 Venue: Coventry, UK brands end up receiving some very targeted market research.”Email: suzannah.leigh@ www.scsformulate.co.uk But it’s not only brands that are thinking more creativelyeasyfairs.com about sampling – the format of samples has also evolved.www.easyfairs.com 28-30 NOVEMBER Premium samples such as fragrance miniatures are replacing SUSTAINABLE COSMETICS traditional magazine scent strips. New formats promising6-7 OCTOBER SUMMIT faster calls-to-action have also emerged. Imagin, a credit card-NATURAL BEAUTY Venue: Paris, France sized printed piece that allows one to two spritzes of fragranceSUMMIT AMERICA Tel: +44 208 567 0788 is proof that sampling has certainly upped its game.Venue: Sheraton Hotel, NYC www.sustainablecosmetics Beatrix Hon, Londonwww.naturalbeautysummit.com summit.com 12 • CosmeticNews Weekly No485/September 5 2011 • www.CosmeticNews.com

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