2018-10-24 09:21:21

What’s Trending in Sampling?

2018-10-24 09:21:21

Beauty companies use sample packaging to entice consumers to try a new product during a launch—or to switch brands. Many consumers, however, use deluxe samples regularly, as well as travel “minis,” which are convenient to carry around.

Even the smallest trial-size packages, such as packettes, sachets, and vials, are an important marketing tool, especially for e-commerce brands. “The consumer needs to see a product, touch it, and smell it. For this reason, sampling—in any format—is a very effective sales tool, especially for e-commerce brands,” says Mark K. O’Malley, president/CEO, Paket Corporation.

Sari Sternschein, vice president of marketing, Qosmedix, says that suppliers need to continue to come up with innovative packaging ideas for product sampling—because the need is rising, and will continue. “As our industry shifts to more online sales, brands need to get new products in front of their customers, especially when they are not stepping into a physical store.”

Liz Bernardone, vice president, marketing, Arcade Beauty, agrees, saying, “Try before you buy” is the hottest trend when it comes to social influence and the beauty consumers’ path to purchase. The use of sampling is increasing—and is taking precedence in all channels of product promotion.”

Livcer's Aude de Livonnière, also says e-commerce is driving sampling initiatives. “The growth of online sales is causing brands to review their marketing models. There are new constraints in e-commerce as it is impossible to test the formulas and see the colors. Brands must find solutions…thus, the sample is even more important now, and it is no longer reserved for prestige brands.”

Selling Deluxe AND Travel Sizes

Many beauty brands use samples in sophisticated designs, with graphics and/or bottle shapes that mimic the look of the product’s full-size package. They can be other formats as well, such as an oversized card with several thermoform blisters that contain a variety of makeup colors.

Deluxe samples and minis often include useful features, such as a lip gloss wand or mascara brush to provide the same application experience as using the full-size product.

Even though these are larger than most of the smallest types of sample packages, deluxe samples usually aren’t sold as stand-alone products, and they’re not usually given away for free, not in unlimited quantities, at least. Sephora shoppers can “buy” them with points, and they are included in many beauty box subscriptions.

Travel size packages, however, are usually slightly larger, and often look like minis—tiny versions of a product’s full-size bottle or tube. This type of sample is always sold, either as a stand-alone item or in travel sets. They contain up to 2 oz., which is the amount of product allowed in a carry-on bag on a flight. Many hair care brands offer travel sizes and sets.

“Ulta and Sephora both have travel and mini product categories on their websites now,” says Jaimee Given, market development manager, NA Beauty, Aptar Beauty + Home. “Amazon has also recently expanded into sampling, and allows consumers to buy and try a deluxe sample size product. Shoppers are reimbursed with a discount on the full-size product,” adds Given.

Sampling, no matter what type, will allow a consumer to try a new product at minimal cost. “It is a way for a brand to gain a larger customer base,” explains Given. “We are seeing a growing demand by beauty brands for both travel sizes and deluxe samplers,” she adds.

Design Details

Design details matter, just as much as functionality. “Packaging and design play a very important role when it comes to developing a sample. These elements can connect with the consumer, enhance the user experience, and set a product apart from the competition.

A sample’s design needs to visually communicate the nature of the product,” says Arcade’s Bernardone. “And in today’s digital world of influencers and the social savvy consumer, picture worthy, Instagrammable packaging is a must,” she says.

Jim Gabilanes, vice president, sales and marketing, Klocke of America, agrees, saying, “We always stress the importance of the secondary part of the sampler; it is significant in that the sky is the limit as to what you can do, in terms of design. You can mimic the graphics on the product’s cartons, or die-cut the card to mimic the shape of the bottle. Shiny foils and soft-touch finishes will attract the consumer’s eye.”

Some of Klocke’s beauty customers print a sweepstakes entry on the sample card, or “before” and “after” photos. “These details will enhance a sample or unit-dose package,” says Gabilanes.

Identipak says it is most known for its die-cut sachets and packettes. “We have been offering these for a long time—and we are still going strong with these orders for die-cut sachets, which can bring a brand ‘to life.’ The consumer appreciates the brand recognition in a sampler, when they are searching for the products that they’ve tried and love,” says Michelle Garrett, marketing director, Identipak.

Identipak now offers new shapes for sachets and packettes. “We recently added new shapes to our tooling kit, so we can now offer brands even more size and shape options,” Garrett says.

Paket Corp. also offers die-cut shapes for packettes. “Beauty brands are willing to spend more on design; they don’t just want to throw a product in a pouch,” says O’Malley. “Brands want to make sure colors and shapes match a product’s full-size package, to maintain a close connection between the retail item and sampler,” he explains. 

Livcer offers a wide variety of sampling options, which all emphasize design. “Design has a very important place in the world of sampling. We offer our customers many ways to create a sampler that mimics the look of the full-size product,” says de Livonnière. “It is important for brand imaging to remain intact on the sample packaging,” she adds.

Details matter, de Livonnière advises. “Details such as the marketing copy and the quality of the card’s paper stock convey a message about the brand,” she says, adding that Livcer’s network of printers and its production team work together to meet the varying needs of its customers.

Aptar’s Given says a sampler has to make a good first impression, since it is the first time the product is “meeting” a potential customer. “It is crucial for a brand to utilize the space on a sample package to convey what makes the product special, to entice the customer to try it,” she explains.

Sampling budgets vary, but there are small things a brand can do that are cost-effective that can make a difference, Given explains. “Indie and legacy brands know this—they don’t have big budgets, but they have caught on quickly that presentation is key,” she says.

Ensuring a Positive User Experience

It is important to ensure a sampler delivers a positive user experience. This is achieved by making sure it works properly, and that it will spray, pour, or squeeze, effortlessly.

More suppliers are finding ways to incorporate all types of applicators in sample packaging, as well as closures that will ensure a product properly dispenses, and reseals.

“A sampler’s mission is to get the consumer to experience your formula, so the most effective ones will duplicate the experience the user gets when using the full-size package,” says Jonathan Needham, consultant, Blisspack. “If a sampler can do that, it has succeeded in its mission,” he adds. Blisspack’s mascara sampler is shown on page 40. The company also offers a lip palette, and brands can include an applicator. “Multi-use sample packages that enable the consumer to experience the product multiple times will reinforce their commitment to purchase the full-size product,” Needham adds.