Sampling products statistically are proven sway consumers to purchase. According to Euromonitor International’s Annual Survey on Personal Appearances, free product samples were the fourth largest influencer in purchasing beauty products, including skin care, fragrances, hair care, and cosmetics. Product samples were the largest influencer to purchase among fragrance products. The top three influencers to purchase were previous experience and enjoyment of the product, friends and family recommendations, and the price of the product.
Samples are especially effective for cosmetic products because incorporating a person’s senses of touch, smell or feel, will prompt the consumer to feel inclined to purchase the product. They also perform on a subconscious level as well. “What samples do is give you a particular desire for something,” says Dan Ariely, a behavioral economist at Duke University. “If I gave you a tiny bit of chocolate, all of a sudden it would remind you about the exact taste of chocolate and would increase your craving.”
The key to introducing cosmetics samples is to choose creative products worth talking about that have not been discovered yet. Make sure to keep the prices of a sample low in order to present purchasing your product as a no-brainer and a good deal. Being able to touch and experience physical products at a fraction of the cost will provide any cosmetics company with a lucrative opportunity to increase brand awareness and loyalty.