Marie Redding, Associate Editor08.28.13
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Label Technology worked with the team at Unilever to create this innovative sampler that helps consumers compare the harshness of ordinary soap with Dove Beauty Bar. The sampler isn’t filled with product—it contains doll-shaped test strips, produced by Acupac. |
Sample sizes, deluxe samples, minis and unit dose packages are more popular than ever in the beauty world. And they’re no longer thought of as just a “throw-away.” Consumers are now willing to pay to sample a product—and a number of brands are taking advantage of this new marketing opportunity.
Shannon Payne, vice president of sales and marketing, Le Papillon-Bioplan, says that the sampling trend is stronger than ever, and spans multiple markets. “We have been providing sampling solutions lately for products that have not traditionally had miniature packaging options, due to either restrictions in design or cost,” she says.
Lou Della Pesca, president, 3C Inc., is also seeing sample packaging being requested for a greater variety of products now. “In the past, you would see mainly fragrances and some color items being sampled—now, I’ve been seeing more treatment products going into sample packages,” he says. “And, the sizes of samples are increasing. They were always designed to hold enough product for just one use—now, two to three applications are typical,” he adds.
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Arcade created this paperboard dispenser as well as the foil packettes that Yes To, Inc. uses for its single-use face masks, like this one by Yes to Tomatoes, which are sold at retailers such as Target. |
“There is such a plethora of new products, like BB creams and CC creams. Sampling is even more important now, so consumers can see the color, and feel the texture of these new products,” explains Crecca. “These products come in different shades—and they’re not cheap,” she adds.
Dennis Deisenroth, vice president of flexible packaging, Label Technology, says that the shift from “free sampling” to “paid” sampling is a fast-growing trend.
“It’s not just in the subscription area. Many beauty brands are utilizing sample size formats for either single-use products, or for consumers to purchase a set of samples for a complete line of products before investing in the more expensive full size versions,” says Deisenroth.
Paulette Gramse, MultiVision product development manager, WS Packaging Group, points out one of the benefits of smaller packaging, saying, “Many brands have been leveraging the convenience side by making it easier for consumers to use their products by making them available in travel sizes.” (See sidebar for more about WS Packaging’s labels for sample sizes.)
Although many beauty industry executives say sampling is more popular than ever, Deisenroth remembers a time when it was even more abundant. “While there continues to be an uptick in sample packaging over the past few years, it is still not back to the volumes it was nine or ten years ago,” he comments.
If Deisenroth is correct, sampling may not be happening at the same excessive rate—but perhaps it just doesn’t seem so excessive due to the decrease in random “freebies.”
Considering the increase in the number of travel sizes (see sidebar about the new company, 3 FL OZ), as well as one-time use packages that are being sold—plus, the deluxe sizes that are being distributed to very specific target customers—it seems like many more brands are now interested in creating “smarter” types of samples.
Suppliers are being called upon to fulfill new needs that are arising from marketers, regarding requested changes for sample packaging, and they are delivering solutions.
Samples for Sale
Yes To, Inc. is one beauty company that sells a few of its products in one-time use sample sizes, but the amount of product in each is generous. For instance, two of its facial masks—Yes to Tomatoes Skin Clearing Facial Mask and Yes to Cucumbers Calming Facial Mask—are sold individually, in foil packettes. These packettes, along with a paperboard dispenser that sits on store shelves, are produced by Arcade Marketing.
“Our retail sample packette is slightly larger than a typical one, because we had to offer more product since consumers are paying for it,” says Emmy Berlind, marketing director, Yes To, Inc.
In addition to selling its one-time use products at retailers, Yes To, Inc. also participates in several different subscription sample programs, including Birchbox.
“Consumers are willing to pay for these subscription services, due to the fact that the boxes are curated. The samples they receive are chosen by a trusted source, so the consumer feels it is worth their time to try them,” explains Berlind.
So when the consumer is bombarded by too many ‘freebies,’ do those samplers seem less important—and less effective for a brand?
“Standing on a street corner and handing out free samples is a lot less viable than the types of sample programs we’re doing now. I see sampling continuing in the future, but it will continue to be done in better ways,” Berlind says. (Yes To, Inc. has also partnered with 3 Fl OZ to sell travel sizes, see sidebar.)
Yes To, Inc.’s retail face mask packettes have been a success in terms of sales. “We’re very happy with how they are selling, so far. We have also seen our full-size jars of face mask continue to be strong sellers, so we’ve been very happy with the sampling program, overall,” she explains.
Better Deco Mimics Branding
Since “selling samples” is now the trend, it’s even more important for a sample package to look good.
“Our one-time use packets are vibrantly decorated, to be consistent with our branding,” explains Yes To, Inc.’s Berlind. “We printed the deco on our face mask packettes using more colors than what we used on other samples,” she adds.
Label Technology, which prints and converts flexible packaging film for sample and single-use packettes, is also seeing a greater demand for printing challenging graphics on sample packages.
“Brands now expect packaging film to have high quality, high definition graphics and images, which reflect the quality of the full-size package, in an effort to maintain a consistent brand message,” says Label Technology’s Deisenroth, who adds that many of these requests are coming from high-end brands.
“Prestige cosmetics companies are continuing to push the requirements for high quality process images. We have been asked to replicate beautiful photographs and/or graphics on printed film, so that a sample packet will match the look of the retail bottle, tube, carton, and/or print ad exactly,” explains Deisenroth.
Which Products to Sample, and When
In addition to deciding how a sample will reach consumers, choosing which type of product to sample is equally important if a brand wants to “sample smarter.”
“When sold as samples or as a single-use item, certain products will definitely work better than others,” says Yes To Inc.’s Berlind.
Referring to the brand’s single-use face masks, which are sold in packettes, she says, “Single-use face masks are a big trend right now in the beauty space. Consumers are curious to try this type of product without having to commit to buying a full size jar, which is ten to twelve uses.”
Arcade’s Crecca says that when a brand is choosing which products to sample, deciding how to get the sample to the consumer is equally important—and to the right consumer. And this is when the topic of cross-selling comes up.
“Many of our customers have been interested in cross-sampling—for example, packaging a scented lotion sample with a fragrance,” Crecca explains.
Doing this, a brand can be assured they are reaching their target customer—and, at the right time, when the consumer is feeling good about a recent purchase, and probably about to try a new product.
Arcade has been helping its customers identify cross-sampling opportunities, along with its partner company, Color Optics, which produces high-end boxes.
“We have been attaching our BeautiPod to some products, for certain brands that we cannot mention. For example, one might be attached to the inner flap of a fragrance box. Then, the brand will print a call-out on the outside of the carton, such as ‘free lotion sample inside,’ ” Crecca explains.
When cross sampling is done in this way, Crecca says that the consumer might get to try a scented lotion the way it is meant to be used, by layering it with a fragrance. “This is an extremely effective way to sample,” she says.
Crecca says Arcade has been seeing a lot of interest in these sampling methods from beauty brands during the past few months. In addition to its BeautiPod, Arcade has recently launched a mini BeautiPod, specifically for this type of cross-sampling. It holds enough product for one use.
“Both BeautiPod sizes are designed to not leak, and are ideal for creams, lotions, or even lipgloss,” Crecca says.
Sampling Skin Care by Retailing Unit-Dose Kits
Packaging a complete skin care regimen as a trial-size kit can be another way to sell sample sizes. Or, if the product is a high-end beauty serum, for example, sometimes a set of unit dose vials is the full-size product.
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Identipak helped TIGI create this set of hair care samples, in stick packs, attached to an informational card. |
“Brands want to give consumers the opportunity to try all the products in a line, in tandem, such as a cleanser, exfoliating mask, eye cream, moisturizing cream and serum,” she explains.
Identipak recently created a sample set for hair care brand, TIGI. Instead of packettes, the brand chose stick packs—a package usually reserved for nutritional products and drink mixes. Three purple stick packs, containing shampoo, conditioner and a styling product, were attached to an informational card. “When several different products are sampled together, the consumer can see how the products are formulated to work together—and fall in love with the entire brand,” says Woodin.
Unicep produces single-use vials, and says they would be ideal for packaging a seven-day skin care regimen. One of the supplier’s new packages is a single-use dispensing vial called MicroDose, and it would work well for a beauty serum.
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Unicep’s new single-use dispensing vial is ideal for anti-aging serums. |
Carol Gamsby, director of sales, James Alexander Corporation, says that many of her customers require a customized unit-dose package, tailored to fit a product’s requirements in order to ensure stability. Her customers often market concentrated serums that contain highly effective ingredients, which are typically used in small doses to target specific areas—so James Alexanders’ unit-dose packaging options are ideal.
“When a customer requires customization, our staff of engineers will develop new packages, or come up with variations on existing packages, and then build the equipment to make them. This makes all our processes proprietary, and gives us a competitive edge,” says Gamsby.
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James Alexander’s DuoDispersion is a unit-dose package that contains two ampoules, to keep two products separate until use. |
James Alexander also makes a glass swab package, which inspired the creation of DuoDispersion. This would be perfect as part of a high-end skin care brand’s day or night regimen.
Adding Value with Innovative Designs
Suppliers say that many brands are also attempting to “seduce” consumers and “add value” to a sampler by using innovative design elements, or requesting new types of sample packages that have unique functional properties.
“We are constantly being pushed by our customers to develop design variations and offer more innovative ways to sample traditional formulas, including fragrances and hair care,” says Le Papillon-Bioplan’s Payne.
Deisenroth says that brands want samplers that add value, which contain some type of differentiating element.
“I have been seeing an increase in dual and tri packettes, which contain a number of products that can act as an all-in-one solution, so the consumer can try a complete product line at one time. A coupon can also be attached to entice the consumer to purchase the full-size products.”
Deisenroth says that Label Technology helped the team at Unilever create an innovative sample packette for Dove Beauty Bar. “The packette contains a mechanism that could be utilized by the consumer to measure the harshness of ordinary soap versus the Dove bar,” he explains.
When the consumer opens the Dove sampler, they find two doll-shaped test strips. One is meant to be attached to a bar of Dove soap, and the other, to another brand. The experiment shows how harsh ordinary soap is compared to Dove, because within minutes of wetting both bars of soap, the test strip looks “eaten away” by the ordinary soap—and disintegrates. The test strip on the Dove bar remains intact.
Identipak recently worked on an innovative sampler, which is designed to easily dispense talcum powder. It will be on the market in September. Woodin says the company recently designed the sachet that opens in a way that allows talcum powder to be dispensed through tiny holes, which had to be pre-perforated into the pouch.
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Diamond Wipes International recently launched a stand-up pouch with a spout, available in two sizes. |
“The spout can be made in different sizes, depending on the viscosity of the formula, to control the dispensing rate,” says Moto Okawa, marketing manager, Diamond Wipes International.
The flexible pouch is made from a multi-layer film, and there are different material options to choose from, including a foil backing. It can also be decorated using a traditional flexo printing process, using different types of finishes, from glossy to matte.
“We received such positive responses from beauty brand owners about the pouch that now we’re producing it as a deluxe size,” says Okawa.
Minis That Match
Whether sold or given away, it’s always smart to give consumers the best experience of using a product when they’re using a sample. Replicating the look and/or functionality of a product’s full-size package is often the best way to do this.
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3C offers minis to match many of its packages, including tubes, bottles and jars—as well as its newest launch, an airless pump bottle available in 5- and 10ml sizes. |
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Qosmedix recently launched two new airless bottles in mini sizes, 5- and 10ml. |
Federal Package released a sample package that is super-small, but mimics the experience of using a lip balm.
The supplier’s new Ultra Mini is an injection-molded, mini lip balm package designed to hold less than two grams. It measures just 1.385 inches, including its cap, and has a fill capacity between 1.38 and 1.49 grams.
“The Ultra Mini fills the void in the lip balm market for a true propel/repel mini container,” says Steve Dakolios, president, Federal Package. “The Ultra Mini can be produced in any color combination of body and cap, and it can be labeled, direct screen printed or pad printed.”
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An ultra-mini lip balm sampler, with a propel/repel feature, was produced by Federal Package. |
Orlandi is another supplier offering sampling solutions for lip products. Its new single-use solutions are called TouchUps, and the package doubles as an applicator. The patented design is described by the supplier as a gelatin capsule, and it holds just a droplet of product—.03 grams. The innovative sampler is hygienic and biodegradable.
TouchUps are compatible with all types of hot pour formulas, including lipstick, lip balm, concealer, solid fragrance or skin care. They would be ideal for consumers trying different lipstick colors at a cosmetic counter or, as a give-away.
How Sampling Trends Are Affecting Suppliers
The latest sampling trends are also benefiting smaller brands without big budgets.
“Sample subscriptions are fueling the sampling trend, and they are giving smaller brands the opportunity to promote new products,” says Le Papillon-Bioplan’s Payne.
Identipak’s Woodin agrees. “In the past, if a brand wanted to create a sampling program, it typically meant participating in a national program, which required high distribution volumes. But this has changed. Small and medium size companies are now finding new and efficient platforms to distribute their samples—and this is affecting production by creating a new need for short runs,”Woodin explains.
Identipack has been fielding more requests by customers for smaller orders. “We have seen an increased demand to run as little as 50,000 to 75,000 pieces per sku, which has been considered to-date an MOQ (minimum order quantity) in our industry,”Woodin says.
Woodin says the demand for short runs is likely to continue, in part due to the number of natural and organic product launches that usually have a shorter shelf life than products formulated with typical preservatives.
Since more beauty brands seem to be selling samples and also offering their products as travel sizes, one company is taking advantage of the trend—and it intends to build a “new automated retail channel.” The company, 3 Fl OZ, has partnered with over 50 prestige beauty, grooming and personal care brands, to sell “convenience.” 3 FL OZ markets a curated selection of travel size products by prestige brands. The products are sold through automated kiosks that rolled out to 25 U.S. airports in August. 3 FL OZ was founded in 2009 by frequent travelers Alexi Mintz and Kate Duff. The space-age vending machines that are now selling the travel size products are called 3FL OZ ZoomShops, made by ZoomSystems, and they have computerized touch screens.
“Our recent expansion to airports is a logical next step in our strategy to provide our customers a curated selection of travel products directly at their point of travel. It’s the convenience of what we offer and where we offer it that will keep discerning travelers loyal to our brand,” explains Mintz. |
The trends toward deluxe sample sizes and selling minis are presenting a few labeling challenges for brands. “Small containers still must comply with labeling regulations. This is especially true based on TSA regulations for travel—and this is creating a new product category in itself,” says Paulette Gramse, MultiVision product development manager, WS Packaging Group. “The fact that compliance must be maintained for products containing active ingredients, regardless of the product size, poses some challenges for brands simply due to the limited real estate of having smaller labels,” she adds. So WS Packaging is helping brands to meet these challenges with its extended-text labels. One of the company’s solutions is its MultiVision FlexWrap extended-text label, which one brand recently used for its .33-oz. tube, filled with a lip moisturizer with SPF. Since this product contained an active ingredient, even more information had to fit on the tiny tube. “Our extended text label helped the brand make sure the package met all compliance requirements for labeling,” says Gramse. Another one of WS Packaging’s customers recently created a 2-oz. travel size package for the hair care product, Kenra Platinum Hot Spray. “The packaging is an exact miniature of the full-size offering, which recently launched in a bottle that has a high-end luxury look,” says Gramse. The mini is being sold on shelves next to the full-size product, and uses WS Packaging’s EasyTab label, which is a five-page pressure-sensitive label that features two colors, black and silver, plus a high-gloss over-laminate. The label also features multi-language content, for the U.S. and EU markets, and helps the brand avoid a folding carton. |
