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Consumer Insights

Sampling. Clear data to back this incredible tool for beauty brands

January 9, 2024

2 mins

It's never been an easy time to get attention

It’s never been an easy time to get attention. Especially in a market that essentially defines the ‘art of brand’. But one key area where beauty brands may be missing a trick is crossing the digital border and translating incredible online experiences into exceptional, experiential ones for customers. 

The way to do it is sampling. 

In the beauty industry personal experience is paramount, sampling is promising your customers tangible quality and effectiveness, and helps them navigate towards their new favorite products.

The magic of first impressions

Imagine walking into a bustling store, bombarded with a cacophony of products and buzzing energy. What makes you pause? What makes you try? 

It's a delicate balance to get customers to commit their cash to something new. However, a sample offers the allure of experiencing something new without commitment. That’s why they shine as a secondary channel, rather than a directly competing one. It’s risk free, explorative and fun. Kind of like a great first date without any awkward pauses or dull chat. 

Tactile discovery

  • Welcome Box (at sign-up)
    A perfect package of the essential must-haves and nice-to-haves for mum and baby.
  • Your Maternity Bundle (2nd trimester)
    A box designed for new mums. Perfect for some much needed self-care as they enter the second trimester.
  • Your Birthing Essentials (3rd trimester)
    Hospital bag must-haves to ensure new mums have everything they need for those crucial first few hours.
  • Your Newborn Gift (Post-birth)
    A gift from us to the new parents! Offering the need-to-haves and nice-to-haves for the first weeks & months.
  • Baby’s First Bites (3 to 6 months)
    A hand-picked selection of weaning must-haves as their child makes the big leap from milk to solids.

The benefits

  • It shows “we believe in our product and we want you to experience why”
  • It creates incredible experiential moments for customers 
  • By trying out products with brand loyalists, you are getting low-risk and high reward feedback. 
  • Increased sales. Effective sampling is provably beneficial 
  • Continual, exciting touchpoints are going to build true loyalty with your customers.

woman pushing her baby in a stroller

The Data 

Recent studies found that sampling was really effective and essential particularly for beauty brands. An impressive 92% found them useful to their shopping experience, but even more telling is the 75% who found digital sampling indispensable to their shopping. 

That’s 75% of your customers who are clamouring to try new products. It’s a huge segment you can’t afford to skip over. 

And then if you add in that 80% found digital sampling to be their preferred method of finding new products (60% for in-store), you can see the huge opportunity ready for your brand. 

To put it into context, it was nearly double that of reviews (46%) and advertising (40%). 

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