|
he best way to sell something is to first give it away free... More and more, marketers are relying on sampling as the ultimate hook—perhaps because of the intimate psychology of it. When there’s a new ice cream flavor at Baskin-Robbins, we get a free taste on one of those little spoons; when there’s a new microbrew on tap at the local pub, a good bartender gives us a free swallow. Whether we feel grateful or greedy, or as though we’ve found a new friend, sampling goes well beyond other types of promos, even beyond advertising, in ensuring brand loyalty. In the cosmetics industry, sampling is a perfect way to gain trials of products that cannot be easily “tasted.”
 |
| Valois supplies brightly colored fragrances vials in packets that “pop.” |
In a recent survey by the Promotion Marketing Association (PMA), 72% of those sampling products from a broad range of categories subsequently went on to purchase at least some of the brands—an excellent conversion rate. The survey also proved that sampling can be more influential than advertising, with 69% agreeing that samples and demos influenced their purchasing more than ad impressions. In a separate PMA study conducted in early 2003, 87% of respondents stated that samples induced them to purchase products or services.
According to PMA data regarding health and beauty care expressly, fully 36.2% of consumers receiving an HBC sample use it immediately, while 54.3% use it sometime later; but only 2.3% say they throw it away. A similar 34.3% of those getting a cosmetics sample use it on the spot, 41.3% use it eventually and 6.7% will throw it away. HBC samples score the highest rate of intent to consume, second only to foods; cosmetics samples score the highest incidence of consumers passing them along to someone else who may like them.
As president of Hollywood, Florida-based Co-Op Promotions, Art Averbook has created promotional campaigns for Procter & Gamble, Helene Curtis and Elizabeth Arden. He has written the book on sampling—really—titled All About Sampling and Demonstrations (co-authored by Russ Bowman and John Karolefski and available through PMA). “Sampling’s one of the oldest and best-established tactics,” Averbook said, “in terms of both the number of manufacturers and level of sophistication, because it’s the fastest way to gain trial. It continues to grow, because sampling is experiential, it goes beyond the product itself.”
Averbook added that, “When it comes to the cost of an ad versus a sampling event, the sampling event is higher-cost initially, but there’s a high rate of return. Because of the initial investment, the targeting has to be finer, but the return is the best.”
And sampling simplifies...Averbook predicted that, in the future, sampling will cut through the marketing haze. “I think sampling’s big, as there are more and more SKUs and it’s very confusing for the consumer. How do you educate the consumer and get them to try the product? Sampling is very powerful, getting that first step of trial. Try it, you’ll like it—it’s a huge leap for someone to experience a product, or even to see someone else experience it!”
No wonder the sampling industry is worth $1.3 billion and is rapidly growing, thanks further to a slowly improving economy, tech innovations and manufacturers’ greater involvement in helping retailers to target specific consumers.
Just a Spritz, Please...
Always looking to improve and enhance its products, Valois of America, Congers, NY, has developed several new fragrance sample enhancements. The company now offers superior quality decals for its TeleSpray sample-size pump-sprays that mimic silk-screened effects. Valois can also create vials that are brightly colored in solid shades that “pop.” Either clear or colored vials, with or without the new clear labels, can then be packed inside pillow envelopes offering opaque or clear surfaces to carry the marketer’s message.
Valois’ Clic and Dream has also continued to gain momentum;
the device is a small plastic packet of fragrance with a spray nozzle, inside a curved paperboard envelope. When a consumer cracks open the perfed envelope, she—or he—can then click out at least four sprays. Revlon has chosen Clic and Dream to help launch its Love Her Madly fragrance.
Novel spray pumps have revolutionized fragrance sampling, according to Dennis Desrochers, vice president of sales and marketing Rexam Dispensing Systems, Purchase, NY. “Traditionally, fragrance was sampled with a glass vial, up to 1.5ml, with a force-fit plug, on a card. You had to use your fingers to dab the fragrance on. In the last few years, we’ve recognized that people don’t like the mess, so at Rexam we’ve developed a device that’s good for about 20 sprays, which gives the consumer more opportunity to try the product and have friends comment, ’What are you wearing today?’”
Desrochers noted that a large share of fragrance sampling has changed over to the spray-and-vial method. Rexam’s own mini-sprays have lately been used by Estee Lauder to help launch Beyond Paradise.
 |
| Rexam’s FlowPack serves as secondary packaging while showing off the sample vial within. |
Rexam’s FlowPack is a plastic, sealed envelope that shows off its contents—Rexam’s miniature spray sampler through the clear front panel. The rear panel serves as a background for graphics. The transparent front panel can also be imprinted. FlowPack eliminates the need for other secondary packaging.
Scent strips are still popular for delivering tempting samples of fragrance in magazines. Arcade Marketing, New York, NY, the original scent-strip pioneer, has worked recently with Procter & Gamble and its Clairol Herbal Essences brand to provide scent strips delivered on cards or printed as elements of ad visuals.
Louis Zafonte, Arcade’s senior vice president of marketing and business development, reported that the company is getting requests for on-pack scent delivery, which can be a key differentiator in a crowded HBC aisle. He explained, “If I can smell the product, it’s a real edge for buying it—and for the retailer, it goes beyond sampling, because it results in less product tampering and fewer returns.”
 |
| The Cosmetic Packaging Group, O. Berk, offers a variety of bottles suitable for use as samples and unit dose containers. |
Tiny PET Bottles Offer Sample Choices
Small clear PET bottles with a glass-like look offer an upscale alternative for sampling fragrances, creams and lotions, according to Steven Nussbaum, director of marketing for The Cosmetic Packaging Group, a division of O. Berk Company, Union, NJ. The Sampler Packages are available in 7.5-, 10-, 15-, 25- and 30-ml sizes. Offered only in crimp finishes, they accommodate a variety of sprayers and lotion pumps. Nussbaum added, “These bottles are ideal for the aromatherapy, cosmeceutical, cosmetics/personal care markets and are especially made for test marketing, sampling and new product introductions.”
 |
| ColorKiss from Orlandi offers a new way to sample lipstick shades, one kiss at a time. |
Just a Kiss Away
Finding effective ways to sample lipstick shades is a continuous quest for suppliers.
ColorKiss, developed by Orlandi Inc., Farmingdale, NY, is a technologically advanced direct lipstick applicator that offers advancements in sampling, packaging technology and consumer convenience, according to Dale Beal, vice president of marketing for the company. “It’s smaller than a business card. Each ColorKiss is actually an ingenious self-applicator, enabling consumers to apply a precise and hygienic trial of lipstick directly to the lips—without altering the original lipstick formula,” Beal stated.
ColorKiss is a patented technology that offers protection from heat and pressure and prevents offsetting, making it ideal for use in magazines, mail and at-counter promotions. Beal added, “And it has been postal approved for use at periodical rates.”
Victoria’s Secret Beauty has given ColorKiss its seal of approval. “This is a product that allows us to sample our actual formula with women who shop through our catalogues, through our website, who wear our lingerie as well as our Victoria’s Secret Beauty customer,” said Sherry Baker, executive vice president and chief marketing officer of Victoria’s Secret Beauty. “We’re thrilled to be offering ColorKiss at Victoria’s Secret Beauty, and I believe our customers will be thrilled too.”
For demonstrations and in-store sampling counters, Qosmedix, Edgewood, NY, has developed two applicators for lip products that are economically priced and hygienic, according to Christie Flanagan, marketing coordinator. “The disposable lip applicators are soft, durable and easy to use,” said Flanagan.
A goat hair lip brush, #76669, is approximately 3 1/4-inches long with a white polystyrene handle.
A flocked foam mini lip applicator, approximately 1 3/8-inches long, has an angled tip and a shorter gray Hytrel handle.
Arcade reformatted its already patented technology to develop Kiss-A-Peel, its latest lipstick sample system. Measuring 2x2.5-inches, Kiss-A-Peel is constructed from special films that protect the unique characteristics of the lipstick, while the clear cover layer allows consumers to view the lipstick color prior to trial. Kiss-A-Peel is wafer thin yet sturdy enough to be postal approved and can be inserted into magazines at the periodical rate and is also ideal for direct mail programs, in-store handouts, and shelf-edge dispensers, according to Zafonte. “It’s inexpensive and easy to use,” Zafonte explained. “There’s no applicator, there’s no mess; just unfold and kiss. In the old days, women would go into stores and try lipsticks that a hundred other women tried, but here’s a single-use item that’s totally hygienic.”
 |
| Unette introduces printed foil packets die cut to mimic its tubes. |
Tiny Tubes Deliver Samples or Unit Dose
At Unette Corp., Wharton, NJ, the longtime specialty is plastic tubes. “The Unette tube has directional flow, a single small orifice that squeezes out in one direction,” said Terry Sweeney, Unette’s director of sales. The various styles of tubes, including PrismaPak, can be delivered in colors and printed with vivid graphics.
“In the sampling market, graphics are pretty much the driving force,” Sweeney added, helping to explain why the company has lately branched out into printable foil-laminate packets die-cut to resemble the shapes of Unette tubes. Regarding cost-effectiveness, he said, “The packets are equivalent in price (to other sampling media), but with a higher perceived value, because they resemble a tube instead of a foil pack.” The packets are already in use by L’Oreal for its Kiehl’s brand. Unette recommends them for light or UV-sensitive products such as sun care formulas.
 |
| Twist-Off and Snip-Tip Tubes from Tubed Products are tamper evident and are offered with a variety of head styles. |
Twist-Off and Snip-Tip Tubes in capacities of .25-oz. to 2.75-oz have been developed by Tubed Products, Easthampton, MA, to meet the needs for single and/or multiple use tubes in sampling, unit dose and special promotions. “They are available in a variety of diameters and can be produced in a wide range of colors or as ’see-through’ tubes highlighting the color or the texture of the product,” said James Farley, Tubed Products’ vice president of sales and marketing. The tubes are tamper evident, do not require separate caps and can be provided with resealable tips for multiple use. Nine different head styles are available and custom Twist-Off heads can be created.
LF of America, Hollywood, Florida, has introduced reclosable tubes that can be used either as samples or unit-dose packages. A joint venture between Italy’s Lameplast S.p.a. and U.S. company World Pharmaceutical Management Inc., LF’s office opened in March of this year. Importing injection or blow-molded containers from Italy, LF fills them at the 25,000 sq. ft. site in Florida. The company specializes in sample or unit-dose tubes and also has a range of bellows containers in 4ml and 10ml sizes suitable for liquid, gel, and cream or powder formulations. The bellows bottles are available with three different applicators, all tamper-evident. Two are narrow tips for very targeted applications while the third has a flat top surface with a number of small perforations for wider dispensing. In Europe, marketer clients include Revlon, which used the bellows bottle for a Wake-Up Lifting Mask.
LF’s latest tubes, molded in strips of five, are “reclosable, but a different concept,” said Hector Lopez-Pardo, LF’s president, “because the pin that closes is inside the hole permanently, so that when it’s used for the first time, it has had no contact with the environment. It’s airtight and more sanitary.” He added that the tubes can be of any color, or multi-colored—and that tubes in the same strip can be filled with different compounds, for phases of a skin care regimen, for example. Or the tubes can be bi-phasic, which have the capacity to be filled with two products with different consistencies that have to be mixed at time of usage and yet it’s reclosable.
Flexible Packets Offer Enhancements
Glenroy Inc., Menomonee Falls, WI, flexible packaging film specialist, has enhanced its ability to deliver vividly printed films that are made into flexible packets. “Customers, particularly in the cosmetic and personal care markets, demand very high quality printing on reliable, but economical substrates, exceptional service and what Glenroy refers to as a ’very low cost of use,’” said Glenroy’s Gary Bobko, vice president of marketing and sales.
Print quality is essential, according to Bobko, and to satisfy that demand, Glenroy has recently acquired a 10-color flexographic printing press, to help clients make little billboards out of the surfaces of flexible packets.
The way flexible packets deliver the goods has also been improved. “Marketers are looking for innovation, something that will set the product apart,” said Jim Gabilanes, vice president of sales and marketing, for Flexpaq Corp., South Plainfield, NJ. Gabilanes added, “A sachet is not enough—it takes a unique opening system that distinguishes the product.” Flexpaq’s Swift Open packet features pre-scoring that allows for easy tear through of the laminates. Its Easy Open packet is designed with a die-cut tear strip on its side that creates a channel spout to facilitate product flow. Peel Soft, consisting of laminates that are peeled apart, is a device ideal for thicker samples such as towelettes or thick clays that must be scooped out, according to Gabilanes. Flexpaq’s new Treatmentpaq (picture p.54) endows the humble packet with interactive function. “It allows consumers to activate the product they’re going to use, like a face mask,” explained Gabilanes. The consumer squeezes a tube of formula into a resevoir that holds a receptor that becomes saturated with the product for application. Gabilanes added that Treatmentpaq is “fairly economical to produce,” and is now being employed in test markets.
At Identipak, McAllen, TX, business is booming thanks to the roused economy, according to Margery Woodin, vice president of marketing and sales, who said, “Our production requirements have gone up 60% in the last couple of months.” The company fills liquids, powders and pads into flexible materials, but is best known for its specialty, die-cut packets that replicate the form of full-scale retail products. “When clients compare the conventional packet to a die-cut,” said Woodin, “they are more inclined to go with the die-cut even if there is a difference in price. Die-cuts work well to emphasize ingredients, as in the case of a cucumber formula sampled by a packet with graphics of a cucumber slice.” Recent Identipak samples include a die-cut tandem regimen for Chateau Noblesse, a conventional tandem regimen for Lamas Beauty and a carrier card with various packets for The Art of Shaving line.
Unit Dose Applications Increase
Trends to single-use packs that target specific audiences are growing as much or more than “sampling” systems, according to Jack McCabe, senior vice president, national account sales, for Acupac Packaging Inc., Allendale, NJ. “Unit-dose packaging in five or ten to a box has become its own market that has driven the industry in recent years...It’s not only high school kids spending their pennies on one dose at a time, it’s housewives on the go, business people. Over the past five or six years, portability’s one of the biggest trends we’ve seen,” McCabe stressed.
 |
| Arcade creates Avon’s Beyond Color foundation sample card. |
Suppliers Help Clients
Samples makers are more or less involved in their customers’ development process. Some insist that their only business is to manufacture to client specs. Others say they are willing to sit in on marketing meetings to be sure the sample system meets the need. Getting more involved can be as simple as providing devices suitable for specific audiences.
Zafonte noted that ethnic women, for example, can be reached more effectively with clear-windowed samples that reassure them that cosmetics are the right shades.
Full-color, precise printing can also do the job. Arcade created a card for Avon samples that shows a dozen shades of Beyond Color foundation. Each packet bears a color-correct illustration that is the precise shade.
|
