Jamie Matusow, Editor-in-chief09.03.24
During Covid times, many germ-aware beauty and retail experts wondered how fear of contamination would affect sales—and how consumers would trial products that would ultimately bring them to the cash register.
But the opposite happened when retail shutdowns spurred a huge uptick in online shopping, and packaging suppliers and brands pushed forward with newly-inspired innovations. As a result, post-pandemic small-size cosmetic and fragrance samples have taken on a larger role than ever in enticing consumers to purchase.
Samplers are no longer limited one-time testing dosages; they are also being retailed.
Some luxe brands offer high-end mini editions of full-size products to satisfy consumers who want a smaller, attractive version to travel with—or who want to enter the market at a lower price point before committing to a full-scale premium pack.
Samples have also taken on an “easy-to-tote” appeal. With many fashionistas now carrying minimal sling bags or purses just large enough to fit phones and limited essentials, leaving the house with smaller products can be a big convenience factor.
With the ever-present focus on sustainability, some minis are housed in packs made of eco-friendly materials, including an array of glass vials.
And there is also a growing number of AI apps that allow consumers to sample customized color or skincare products, or request samples via voice-activated campaigns such as SoPost through Amazon Alexa. Ultimately, it’s all about getting products into the hands of customers, so they can try them and be inspired to buy.
Post-pandemic, say Bernstein and Crecca, “E-commerce inserts and direct-to-consumer fragrance sampling are more omnipresent in fragrance sampling media campaigns.” However, they explain, “Traditional sampling efforts like bounce-back inserts and point-of-purchase sampling remain a key focus for virtually all brands.”
The traditional “try-before-you-buy” has expanded to “buy-before-you-try.”
Lindsey Khosla, Marketing Director, North America, Arcade Beauty, says they have observed a rise in paid sampling since the pandemic. “Paid samples, typically a more deluxe-sized sample, allow consumers to try a product with minimal risk, lowering the barrier to entry, particularly for higher-priced items.”
For example, Khosla says consumers are increasingly willing to purchase discovery sets comprised of a few 1.5- or 2ml vials, to find their preferred scent before committing to a full-sized product. “Brands have also been leveraging this trend by offering paid discovery sets accompanied by coupons for discounts on full-sized purchases, encouraging consumers to buy with confidence,” says Khosla.
According to Sheherazade Chamlou, VP of Sales Beauty, Americas, SGD Pharma, “The beauty sampling category has been thriving post-pandemic mainly due to its discovery, access, and customization attributes.” She says, “Although department store counters most likely are not going anywhere, sample-focused e-commerce models offer more approachable entry points to everyone. Giveaway perfume samples of 2- or 3ml have become a buoyant market since the pandemic and the demand for 7- or 10ml sizes also continues to grow.”
Livcer’s Aude De Livonniere-Fourgous agrees, saying that Covid has strengthened e-commerce platforms and the way people shop. She explains, “Despite the advantages that e-commerce can bring, consumers will always need to test, to see colors, to smell products. A strong emotional experience is therefore fundamental to making an impact on customers.”
At Virospack, Verena Fiori Ferreira, Marketing Director, tells Beauty Packaging, “Covid-19 has driven significant changes in how sampling is managed in the skincare and cosmetics industry, with a strong emphasis on hygiene, safety, and contactless interaction. Innovations in digital technology and packaging have enabled brands to continue offering sampling experiences while addressing consumer concerns about safety and sustainability. These changes are likely to persist, influencing future trends in product sampling and dispensing methods.”
Fiori Ferreira says that retail environments moved away from shared testers to single-use samples to prevent contamination and ensure safety. In addition, some stores implemented digital kiosks where customers can select samples without touching the products.
Customers can also request samples via the brand’s website which are then shipped directly to their homes. As far as cosmetics, Fiori Ferreira says, “Virtual try-on tools using AR have gained traction, allowing customers to see how a product looks on their skin tone or features without physically applying it.”
James McNeil, CEO & Cofounder, Samplex Technologies, says, “The Covid-19 pandemic has transformed beauty industry sampling methods, as far as hygiene and safety, and an e-commerce surge. Now, hygiene and cleanliness are top priorities for consumers. Brands now prioritize touch-free concepts to reduce contamination risk. For this, a one-use sample can provide the safety that consumers demand.”
Related: Beauty Experts Assess the Future of Sustainable Packaging
As far as the e-commerce surge, McNeil says online sales have doubled, with at-home sampling kits very popular. Samplex’s REALFRAG Card provides samples for perfume cross-selling with clothes delivery.
The supplier’s latest release is their REALFRAG DESIGN label. It’s a full-color label that allows consumers to try perfumes on the packaging without having to have a tester on the shelf. “Perfume brands no longer need to send testers to promote a perfume. By simply placing a product on the shelf, it can be tested without violating its packaging.”
Hygienic sampling is also a priority at Arcade Beauty, where Khosla, says, “While concerns around Covid have eased, we continue to see ongoing interest in our sample technologies that can provide a hygienic sampling experience in-store. This is reflected in our partnership with Sephora, where we support their initiative to offer a hygienic, inclusive sampling experience for complexion products by producing up to 50 shade variations for each product using our single-use BeautiPod technology. This technology offers a full product application.”
Arcade recently partnered with City Beauty on the launch of their Plumping Lip Gloss, City Lips. Khosla says, “The brand chose to utilize our thermoform technology to create three sample card variations each showcasing a range of three lip gloss shades. This approach allows consumers to sample the range of shades suitable to their tastes.”
Asked about the program with Arcade, Mallory Merpi, City Beauty, says: “We are incredibly happy with how this project turned out. We trusted Arcade to deliver our vision and also to bring their collaboration and creativity to the design. Arcade’s body of work gave us the confidence that anything we produced together would result in a fun new way for customers to discover our products.”
Livcer’s De Livonniere-Fourgous also takes hygiene very seriously. She says, “Because of Covid-19, strict hygiene measures have been put in place, and in-store testing has to be done in a safe way. She says that Livcer offers solutions that combine testing, safety, and quality of product application. “Today, most of our standard shapes meet these criteria.”
In addition, Livcer has recently developed R100 laminate doses for thermoformed doses in 100% PE, and therefore 100% recyclable. Its compatibility is excellent, making it suitable for all liquid formulas, foundations, creams, and oils, says De Livonniere-Fourgous.
“Mintel Insights Global, Size Matters for Budget-Conscious Cosmetic Shoppers, 2023,” reported that “Small packaging and curated offerings can be especially desirable to the 37% of adult female makeup users in the U.S. who like to experiment with bold or trendy makeup looks.”
In a study in late 2023, Mintel found that 30% of U.S. fragrance users would not buy a fragrance they hadn’t smelled in person; and 56% of U.S. BPC shoppers agreed that if they see a product online that they are interested in, they like to try it in-store before purchasing.
She tells Beauty Packaging that Virospack has identified 5 key sampling trends in today’s global market—Convenience & Portability; Sustainability; Safety; Personalization; and Affordable Luxury.
McNeil, of Samplex Technologies, says he has noticed customers leaning toward hygienic samples, safe delivery, and ecological samples.
At Livcer, De Livonniere-Fourgous says there are now two major trends in sampling: “The first with cute, but minimalist samples for mass distribution—the size of the card; and blister packs designed to be as compact as possible and to meet eco-friendly requirements. The second favors samples with high added value (colors, applicators...), with the idea of making consumers want to ask for them from sales advisors in boutiques, or buy them from brand websites, for example.”
Pan says, “In the competitive beauty industry, effective sampling campaigns are crucial. Traditional single-dose samplers often fail to deliver desired results, as they don’t provide enough product for consumers to fully experience its benefits. According to Pan, “Many customers find it difficult to assess a product’s effectiveness from a single use, making these samplers less impactful and potentially costly with minimal returns.”
Deluxe samplers offer a larger volume, which enables consumers to use the product multiple times, explains Pan, “providing a more comprehensive trial, and extended use period, which significantly increases the likelihood of customers recognizing the product’s benefits and converting to full-size purchases.”
In addition, Pan explains that deluxe samplers can be fully customized to match the look and design of full-size products. “This consistency ensures that brands maintain their style and image, effectively communicating their identity and values.”
Mini formats are a must-have for frequent travelers or on-the-go use, offering portability and convenience, says SGD Pharma’s Chamlou. “Fueled by social media trends and the younger consumers’ desire to test new fragrances on a regular basis, lower prices and the ability to travel lighter are encouraging this product format.”
Chamlou says the demand for mini-packaging has also been growing due to the popularity of beauty subscription boxes, “which are a great way to explore new products, and are more budget-friendly in the long run.”
Chamlou emphasizes that the accessibility of minis offers brands an easy way to broaden their consumer base, and their price point makes them popular choices for gifting and special occasions. She says using mini-size products also helps avoid purchasing full-sized items that may expire before being used up.
Another significant trend, says Arcade’s Khosla, “is the premiumization of sampling through mini products, valued for their versatility as either a deluxe or saleable sample or a travel-size item.” Mini products help consumers overcome the hurdle of purchasing full-size items by allowing them multiple uses to see how they fit into their routine. She adds, “As minis also offer a way to indulge in luxury items, there has been growing interest in our mini 2-5ml rollerballs and mini sprays for fragrance as well as mini glass bottles, droppers, and tubes for color, skin, and hair products.”
Virospack offers a wide range of standards for the sample and travel-size market, including glass bottles of various diameters, capacities, and necks to accommodate different product formulations and customer needs. They provide versatility with tubular glass vials ranging from 2- to 50ml, offering customization through internal decoration processes and complete packs with droppers, roll-ons, spatulas, or caps for smaller packaging formats.
In addition to the standard range, Virospack also develops custom glass vials that “seamlessly” fit their variety of dropper caps and can adapt to other external closure systems (pumps, sprays, etc.).
Fiori Ferreira, says, “Working with tubular glass vials eliminates the need for mold development, thereby reducing production time and costs for customized products. The neutral tubular glass processed by Virospack is durable, lightweight, and strong, with excellent quality and transparency.” In addition, she says it is compatible with delicate cosmetic formulations such as serums, oils, hair and nail treatments, liquid foundations and blushes, highlighters, lotions, facial or body skincare fluids, and other low-viscosity cosmetics like perfumes.
The biggest trend within the fragrance sampling industry, they say, focuses on e-commerce inserts, data-driven direct-to-consumer, direct mail, and point of purchase. Fine fragrance brands achieve economies of scale and savings by distributing their fragrance sampling marketing efforts in many media channels.
Bernstein and Crecca offer fragrance sampling technologies including Snap’nBurst® inserts and blow-ins, Rub’nSmell® AQ, and Scent-A-Peel® marketing collateral.
All of Samplex’s sampling solutions are single-use “and perfect for customer interaction,” says McNeil. Trending products include: Mini Kits, which offer selected sets of products for testing. These trial products can be placed in special boxes to be delivered to the customer, such as their SKINFRAG single-use perfume applicator.
Demonstrators of more than one color in a practical single-use pack can present a collection of lipsticks such as their MYKISS/REALLIP APPLICATOR. Travel Sizes are compact versions for use on the go, like Samplex’s One-Use Deo—a single-use deodorant.
Responding to the growth in demand for ampoules for oils, serums, and other treatments for hair and skincare products, Arcade Beauty has invested in ampoule-filling equipment. Ampoules offer a convenient, hygienic, and precise dosing solution, “making them an excellent sampling vehicle that can also be packaged together as a retail set,” says Khosla.
Arcade’s sampling technologies are also increasingly being adapted and packaged as retail items. For instance, they recently produced a retail set of 12-toner pods for Sofie Pavit Skincare using their thermoform blister technology and a fragrance discovery set for Jo Malone featuring 4 1.5ml spray vials. They have also “iterated on their packette technology to create eco-friendly, flexible spouted pouches available in mini, travel-size, and full-size refill packaging formats.”
Khosla says, “We continue to see the value of smart sampling vs. mass sampling. Allowing consumers to select their samples, as Sephora does with the option to select two samples at check-out, enables them to choose products they are genuinely interested in. This targeted approach not only reduces waste for the brand but also enhances the consumer experience by providing samples that align with their preferences.”
Related: Flexible Packaging When Form Meets Function
At JP Packaging, Doug Rofheart, Senior Sales Executive, says they have seen an increase in customer requests for sampling— especially for “die-cut shaped sachets that mimic brand image on the retail products, to the point that we have onboarded and are running a second line to produce these.”
Rofheart says that in speaking with brands today, there is a more sophisticated approach to sampling campaigns now than in the past. “In the past,” he says, “ ‘Try it and they will buy it’ was the norm.” Today, he says, sampling programs are more sophisticated and are tied to social content, the ability to target specific consumer groups, gain customer information for retargeting, as well as testing new products and concepts. He says, “We have all the tools, expertise, and ability to execute all of these for brands.”
According to Scentisphere’s Bernstein, and SG 360’s Crecca, “First and foremost is quality of rendition. Of course, brands are always looking for cost-saving solutions that will best drive their return on investment as well.”
At Virospack, Fiori Ferreira, says, “Both brands and consumers seek value, safety, and effectiveness in sample distribution. Brands aim to increase visibility, gather insights, and drive conversions, while consumers look for convenience, personalization, and the opportunity to try products safely and effectively. Balancing these needs ensures a successful sampling strategy, whether in-store or via mail.”
From the brand’s perspective, McNeil from Samplex, says, “They look for a sample that perfectly reflects the product they offer.” He says this is vital because the sample represents the brand. In addition, they seek to have a profitable sampling campaign. The third issue is that sampling must be safe, so that the retail or online business can deliver a sample without the risk of it being damaged in the delivery process. “All of our samples meet these requirements,” he says, “making them very versatile.”
Related: What's New in Sustainable Packaging?
Chamlou, of SGD Pharma, says, “Well-designed primary packaging is essential for success, and consumer appreciation for eco-friendly materials is high. To address this, brands should prioritize using recycled materials such as glass for mini packaging. Through customization of mini packaging, brands can offer a more elevated and premium customer experience.”
SGD Pharma offers several mini packaging glass options with “unique shapes and vibrant colors, which are attractive and enhance the sensory experience for consumers with its potential to test and try.” SGD Pharma offers a molded glass option from its Zhanjiang, China factory with customized molds from 3- and 5ml bottles and jars, which can be decorated in-house using several processes such as frosting, spraying, hot stamping, silk screening, etc.
To answer the increasing demand for full packaging solutions and meet the challenge of fast-beauty brands, Chamlou says SGD China offers a “total solutions stock package for these minis with dropper/cap, which provides savings to beauty brands on mold fees and saves time for accessory sourcing.”
SGD Pharma also offers tubular glass vials from its ISO/OSHA-accredited manufacturing site in Vemula, India for fragrance sampling. These vials are produced from tubular type I glass “for excellent chemical and mechanical resistance.” They can be produced in a wide variety of sizes starting from 1.5ml and can be printed in-house with a wide variety of colors.
With the pandemic, Livcer’s De Livonniere-Fourgous says, “Our habits and our way of consuming have fundamentally changed. Hygiene and security are going to be at the heart of everyone’s concerns and retail, which is already competing with online sales, is at the heart of the matter.”
To meet the growing demand from eco-responsible brands, De Livonniere-Fourgous says they’ve been working hard to develop samples made from paper. These products are suitable for makeup products containing very little water, such as lipstick, blush, or eyeshadow.
The company provided the packaging for the Eclo brand, which claims that its products are made with 100% natural ingredients. De Livonniere-Fourgous says, “They chose us for the launch of their Ecocert-certified blush and lipstick range. They wanted eco-friendly packaging that would support their policy of plastic-free packaging and respect fragile formulas.”
Sampling Innovations Europe designs full sampling strategies, offering a wide catalog of formats and testing options to brands. Their “differential value” is that they define and manufacture a sample campaign based on the objectives of each campaign and brand.
Jordi Calduch, CEO & Co-founder, Sampling Innovations Europe, says, “Testing a cosmetic and perfumery product has always encouraged its final purchase. With the pandemic, the classic tester format disappeared at point of sale. Currently, he says, “It seems that it wants to resurface, but consumers are more interested in individualized sampling formats that were popular during the pandemic, and that have prevailed in beauty.”
Calduch says the mini-size format is already a sales format in many countries. “This encourages product testing in an eco-responsible way, paying a minimum to do this test, and giving value to this test. Thus, fewer products are discarded and sample campaigns and mini-size formats are made profitable.”
Sampling Innovations Europe recently introduced SCENT GREEN, which the company says is “the first 100% recyclable paper label for perfumery.” Calduch says it is “an innovative proposal compostable and biodegradable, produced by Adhespack with Greenpack® paper by Suzano, and distributed in the UK and Spain by Sampling Innovations Europe.
Sampling Innovations Europe also offers their Doypack, a pouch format, made of 100% mono-material packaging, including the cap, “due to its innovative sealing technology.”
Virospack’s Fiori Ferreira, tells Beauty Packaging, “The future of sampling methods in the skincare and cosmetics industry will be marked by greater personalization, enhanced digital integration, and a strong focus on sustainability and safety. Innovations in technology will continue to shape how samples are distributed and experienced, providing brands with new ways to engage consumers and collect valuable insights while ensuring that the sampling process remains convenient, effective, and environmentally responsible.”
She continues: “The use of AI to analyze customer data and preferences, providing highly personalized sample recommendations will be more present, both online and in-store. More brands will integrate AR into their apps and websites, allowing consumers to virtually try on products before requesting physical samples. The samples can track usage and provide feedback to the brand, allowing for better product development, personalized marketing, and personalized offers.”
At Arcade Beauty, Khosla predicts, “We believe the sampling industry will continue to evolve with sustainable alternatives—including targeted and paid sampling and eco-designed packaging. We are committed to ceasing the production of non-recyclable products by 2030. By then, discarding unused beauty products—whether sample-size or full-size—will no longer be acceptable."
Khosla continutes, "This shift is driven by both brand interests and the growing awareness among consumers about the environmental impact of their choices. Consumers increasingly seek products that are not only effective but also eco-friendly, placing significant importance on sustainable packaging down to the single-use sample.”
Looking ahead, McNeil, from Samplex, says, “The sampling market is poised for growth thanks to a customer-centric approach. Brands aim to create product experiences. The sampling industry diligently meets suppliers’ expectations in terms of quality and environmental care, obtaining the same certifications that beauty and perfumery companies have. Our company, for example, earned the gold medal from EcoVadis, a global authority on sustainability ratings.”
Epopack’s Pan predicts: “For beauty brands aiming to make a lasting impression and drive conversions, investing in deluxe samplers can be transformative. As the beauty market evolves, deluxe samplers are proving that a more immersive sampling experience can significantly impact consumer perception and loyalty.”
Safety and eco-friendly will be musts, according to Livcer’s De Livonniere-Fourgous. She says, “Before the Covid period, demand for eco-friendly materials was very strong. Today, brands are looking for 100% customer safety while offering environmentally friendly packaging. Things are moving in the right direction!
Why 'Right-Sizing' is More Important Than Ever for Today's Price-Sensitive Shopper
But the opposite happened when retail shutdowns spurred a huge uptick in online shopping, and packaging suppliers and brands pushed forward with newly-inspired innovations. As a result, post-pandemic small-size cosmetic and fragrance samples have taken on a larger role than ever in enticing consumers to purchase.
Samplers are no longer limited one-time testing dosages; they are also being retailed.
Some luxe brands offer high-end mini editions of full-size products to satisfy consumers who want a smaller, attractive version to travel with—or who want to enter the market at a lower price point before committing to a full-scale premium pack.
Samples have also taken on an “easy-to-tote” appeal. With many fashionistas now carrying minimal sling bags or purses just large enough to fit phones and limited essentials, leaving the house with smaller products can be a big convenience factor.
With the ever-present focus on sustainability, some minis are housed in packs made of eco-friendly materials, including an array of glass vials.
And there is also a growing number of AI apps that allow consumers to sample customized color or skincare products, or request samples via voice-activated campaigns such as SoPost through Amazon Alexa. Ultimately, it’s all about getting products into the hands of customers, so they can try them and be inspired to buy.
Post-Pandemic Sampling
The pandemic created new media channels and innovations for brands to distribute fragrance marketing collateral to meet the needs of new consumer shopping behaviors, according to Mark Bernstein, President of Scentisphere, and Diane Crecca, SG 360.
Post-pandemic, say Bernstein and Crecca, “E-commerce inserts and direct-to-consumer fragrance sampling are more omnipresent in fragrance sampling media campaigns.” However, they explain, “Traditional sampling efforts like bounce-back inserts and point-of-purchase sampling remain a key focus for virtually all brands.”
The traditional “try-before-you-buy” has expanded to “buy-before-you-try.”
Lindsey Khosla, Marketing Director, North America, Arcade Beauty, says they have observed a rise in paid sampling since the pandemic. “Paid samples, typically a more deluxe-sized sample, allow consumers to try a product with minimal risk, lowering the barrier to entry, particularly for higher-priced items.”
For example, Khosla says consumers are increasingly willing to purchase discovery sets comprised of a few 1.5- or 2ml vials, to find their preferred scent before committing to a full-sized product. “Brands have also been leveraging this trend by offering paid discovery sets accompanied by coupons for discounts on full-sized purchases, encouraging consumers to buy with confidence,” says Khosla.
According to Sheherazade Chamlou, VP of Sales Beauty, Americas, SGD Pharma, “The beauty sampling category has been thriving post-pandemic mainly due to its discovery, access, and customization attributes.” She says, “Although department store counters most likely are not going anywhere, sample-focused e-commerce models offer more approachable entry points to everyone. Giveaway perfume samples of 2- or 3ml have become a buoyant market since the pandemic and the demand for 7- or 10ml sizes also continues to grow.”
Livcer’s Aude De Livonniere-Fourgous agrees, saying that Covid has strengthened e-commerce platforms and the way people shop. She explains, “Despite the advantages that e-commerce can bring, consumers will always need to test, to see colors, to smell products. A strong emotional experience is therefore fundamental to making an impact on customers.”
Hygienic Sampling
Post-Covid, many brands emphasize hygienic sampling methods.At Virospack, Verena Fiori Ferreira, Marketing Director, tells Beauty Packaging, “Covid-19 has driven significant changes in how sampling is managed in the skincare and cosmetics industry, with a strong emphasis on hygiene, safety, and contactless interaction. Innovations in digital technology and packaging have enabled brands to continue offering sampling experiences while addressing consumer concerns about safety and sustainability. These changes are likely to persist, influencing future trends in product sampling and dispensing methods.”
Fiori Ferreira says that retail environments moved away from shared testers to single-use samples to prevent contamination and ensure safety. In addition, some stores implemented digital kiosks where customers can select samples without touching the products.
Customers can also request samples via the brand’s website which are then shipped directly to their homes. As far as cosmetics, Fiori Ferreira says, “Virtual try-on tools using AR have gained traction, allowing customers to see how a product looks on their skin tone or features without physically applying it.”
James McNeil, CEO & Cofounder, Samplex Technologies, says, “The Covid-19 pandemic has transformed beauty industry sampling methods, as far as hygiene and safety, and an e-commerce surge. Now, hygiene and cleanliness are top priorities for consumers. Brands now prioritize touch-free concepts to reduce contamination risk. For this, a one-use sample can provide the safety that consumers demand.”
Related: Beauty Experts Assess the Future of Sustainable Packaging
As far as the e-commerce surge, McNeil says online sales have doubled, with at-home sampling kits very popular. Samplex’s REALFRAG Card provides samples for perfume cross-selling with clothes delivery.
The supplier’s latest release is their REALFRAG DESIGN label. It’s a full-color label that allows consumers to try perfumes on the packaging without having to have a tester on the shelf. “Perfume brands no longer need to send testers to promote a perfume. By simply placing a product on the shelf, it can be tested without violating its packaging.”
Hygienic sampling is also a priority at Arcade Beauty, where Khosla, says, “While concerns around Covid have eased, we continue to see ongoing interest in our sample technologies that can provide a hygienic sampling experience in-store. This is reflected in our partnership with Sephora, where we support their initiative to offer a hygienic, inclusive sampling experience for complexion products by producing up to 50 shade variations for each product using our single-use BeautiPod technology. This technology offers a full product application.”
Arcade recently partnered with City Beauty on the launch of their Plumping Lip Gloss, City Lips. Khosla says, “The brand chose to utilize our thermoform technology to create three sample card variations each showcasing a range of three lip gloss shades. This approach allows consumers to sample the range of shades suitable to their tastes.”
Asked about the program with Arcade, Mallory Merpi, City Beauty, says: “We are incredibly happy with how this project turned out. We trusted Arcade to deliver our vision and also to bring their collaboration and creativity to the design. Arcade’s body of work gave us the confidence that anything we produced together would result in a fun new way for customers to discover our products.”
Livcer’s De Livonniere-Fourgous also takes hygiene very seriously. She says, “Because of Covid-19, strict hygiene measures have been put in place, and in-store testing has to be done in a safe way. She says that Livcer offers solutions that combine testing, safety, and quality of product application. “Today, most of our standard shapes meet these criteria.”
In addition, Livcer has recently developed R100 laminate doses for thermoformed doses in 100% PE, and therefore 100% recyclable. Its compatibility is excellent, making it suitable for all liquid formulas, foundations, creams, and oils, says De Livonniere-Fourgous.
Sample Stats
According to recent data from global market intelligence firm Mintel, sampling can be critical to buying, especially in the Beauty & Personal Care sector.“Mintel Insights Global, Size Matters for Budget-Conscious Cosmetic Shoppers, 2023,” reported that “Small packaging and curated offerings can be especially desirable to the 37% of adult female makeup users in the U.S. who like to experiment with bold or trendy makeup looks.”
In a study in late 2023, Mintel found that 30% of U.S. fragrance users would not buy a fragrance they hadn’t smelled in person; and 56% of U.S. BPC shoppers agreed that if they see a product online that they are interested in, they like to try it in-store before purchasing.
What's New From Packaging Suppliers?
Since BPC suppliers are largely responsible for the achievements made in Sampling, we reached out to some of our experts to learn more about current and future trends and packs.
The trend toward sampling, small sizes, and single-dose packaging in skincare and cosmetics is shaped by consumer demand for convenience, sustainability, safety, pricing, and personalization, according to Virospack’s Fiori Ferreira.She tells Beauty Packaging that Virospack has identified 5 key sampling trends in today’s global market—Convenience & Portability; Sustainability; Safety; Personalization; and Affordable Luxury.
McNeil, of Samplex Technologies, says he has noticed customers leaning toward hygienic samples, safe delivery, and ecological samples.
At Livcer, De Livonniere-Fourgous says there are now two major trends in sampling: “The first with cute, but minimalist samples for mass distribution—the size of the card; and blister packs designed to be as compact as possible and to meet eco-friendly requirements. The second favors samples with high added value (colors, applicators...), with the idea of making consumers want to ask for them from sales advisors in boutiques, or buy them from brand websites, for example.”
The Rise of Deluxe Samplers for Beauty
As mentioned, a recent trend—deluxe samplers—“is revolutionizing the market,” according to Epopack’s Amy Pan, who says that miniatures are “a hot topic” in product development. To meet brands’ needs, Epopack offers a Deluxe starter set with a 7ml PP heavy wall jar, 15ml PET heavy wall jar, 7ml PP airless bottle, and 30ml PET heavy wall bottle with a PET dual-seal leak-proof cap.Pan says, “In the competitive beauty industry, effective sampling campaigns are crucial. Traditional single-dose samplers often fail to deliver desired results, as they don’t provide enough product for consumers to fully experience its benefits. According to Pan, “Many customers find it difficult to assess a product’s effectiveness from a single use, making these samplers less impactful and potentially costly with minimal returns.”
Deluxe samplers offer a larger volume, which enables consumers to use the product multiple times, explains Pan, “providing a more comprehensive trial, and extended use period, which significantly increases the likelihood of customers recognizing the product’s benefits and converting to full-size purchases.”
In addition, Pan explains that deluxe samplers can be fully customized to match the look and design of full-size products. “This consistency ensures that brands maintain their style and image, effectively communicating their identity and values.”
Mini Formats in Glass
Fragrance sampling, in particular, has undergone a tremendous change over the past 5 or so years with the absence of spritzing customers in department store aisles. Samples produced in glass formats have also gained in popularity—especially for fragrance.Mini formats are a must-have for frequent travelers or on-the-go use, offering portability and convenience, says SGD Pharma’s Chamlou. “Fueled by social media trends and the younger consumers’ desire to test new fragrances on a regular basis, lower prices and the ability to travel lighter are encouraging this product format.”
Chamlou says the demand for mini-packaging has also been growing due to the popularity of beauty subscription boxes, “which are a great way to explore new products, and are more budget-friendly in the long run.”
Chamlou emphasizes that the accessibility of minis offers brands an easy way to broaden their consumer base, and their price point makes them popular choices for gifting and special occasions. She says using mini-size products also helps avoid purchasing full-sized items that may expire before being used up.
Another significant trend, says Arcade’s Khosla, “is the premiumization of sampling through mini products, valued for their versatility as either a deluxe or saleable sample or a travel-size item.” Mini products help consumers overcome the hurdle of purchasing full-size items by allowing them multiple uses to see how they fit into their routine. She adds, “As minis also offer a way to indulge in luxury items, there has been growing interest in our mini 2-5ml rollerballs and mini sprays for fragrance as well as mini glass bottles, droppers, and tubes for color, skin, and hair products.”
Virospack offers a wide range of standards for the sample and travel-size market, including glass bottles of various diameters, capacities, and necks to accommodate different product formulations and customer needs. They provide versatility with tubular glass vials ranging from 2- to 50ml, offering customization through internal decoration processes and complete packs with droppers, roll-ons, spatulas, or caps for smaller packaging formats.
In addition to the standard range, Virospack also develops custom glass vials that “seamlessly” fit their variety of dropper caps and can adapt to other external closure systems (pumps, sprays, etc.).
Fiori Ferreira, says, “Working with tubular glass vials eliminates the need for mold development, thereby reducing production time and costs for customized products. The neutral tubular glass processed by Virospack is durable, lightweight, and strong, with excellent quality and transparency.” In addition, she says it is compatible with delicate cosmetic formulations such as serums, oils, hair and nail treatments, liquid foundations and blushes, highlighters, lotions, facial or body skincare fluids, and other low-viscosity cosmetics like perfumes.
An Omni-Channel Media Strategy
Bernstein, of Scentisphere, and Crecca, SG 360, tell Beauty Packaging, “Fragrance sampling has evolved into an omnichannel media strategy, ensuring that consumers can experience a brand’s fragrance at each touchpoint of their purchase decision.”The biggest trend within the fragrance sampling industry, they say, focuses on e-commerce inserts, data-driven direct-to-consumer, direct mail, and point of purchase. Fine fragrance brands achieve economies of scale and savings by distributing their fragrance sampling marketing efforts in many media channels.
Bernstein and Crecca offer fragrance sampling technologies including Snap’nBurst® inserts and blow-ins, Rub’nSmell® AQ, and Scent-A-Peel® marketing collateral.
All of Samplex’s sampling solutions are single-use “and perfect for customer interaction,” says McNeil. Trending products include: Mini Kits, which offer selected sets of products for testing. These trial products can be placed in special boxes to be delivered to the customer, such as their SKINFRAG single-use perfume applicator.
Demonstrators of more than one color in a practical single-use pack can present a collection of lipsticks such as their MYKISS/REALLIP APPLICATOR. Travel Sizes are compact versions for use on the go, like Samplex’s One-Use Deo—a single-use deodorant.
The Beauty of Ampoules
Arcade’s Khosla says they are observing several trends in the market, including a rise in the use of ampoules as a single-dose packaging solution for skin and hair; increased interest in mini products as deluxe samples or a “small indulgence” for consumers, and “the repurposing of their sample technologies as retail items.”Responding to the growth in demand for ampoules for oils, serums, and other treatments for hair and skincare products, Arcade Beauty has invested in ampoule-filling equipment. Ampoules offer a convenient, hygienic, and precise dosing solution, “making them an excellent sampling vehicle that can also be packaged together as a retail set,” says Khosla.
Arcade’s sampling technologies are also increasingly being adapted and packaged as retail items. For instance, they recently produced a retail set of 12-toner pods for Sofie Pavit Skincare using their thermoform blister technology and a fragrance discovery set for Jo Malone featuring 4 1.5ml spray vials. They have also “iterated on their packette technology to create eco-friendly, flexible spouted pouches available in mini, travel-size, and full-size refill packaging formats.”
Targeted Sampling
Self-selection of samples at checkout has also increased interest in production and distribution.Khosla says, “We continue to see the value of smart sampling vs. mass sampling. Allowing consumers to select their samples, as Sephora does with the option to select two samples at check-out, enables them to choose products they are genuinely interested in. This targeted approach not only reduces waste for the brand but also enhances the consumer experience by providing samples that align with their preferences.”
New Shapes
Samples are also available in a variety of new shapes—from “mini-me’s” to bear-shaped packettes—and many more.Related: Flexible Packaging When Form Meets Function
At JP Packaging, Doug Rofheart, Senior Sales Executive, says they have seen an increase in customer requests for sampling— especially for “die-cut shaped sachets that mimic brand image on the retail products, to the point that we have onboarded and are running a second line to produce these.”
Rofheart says that in speaking with brands today, there is a more sophisticated approach to sampling campaigns now than in the past. “In the past,” he says, “ ‘Try it and they will buy it’ was the norm.” Today, he says, sampling programs are more sophisticated and are tied to social content, the ability to target specific consumer groups, gain customer information for retargeting, as well as testing new products and concepts. He says, “We have all the tools, expertise, and ability to execute all of these for brands.”
Sampling Essentials
What are the essential things that brands and consumers are looking for when it comes to samples? Via mail or in-store?According to Scentisphere’s Bernstein, and SG 360’s Crecca, “First and foremost is quality of rendition. Of course, brands are always looking for cost-saving solutions that will best drive their return on investment as well.”
At Virospack, Fiori Ferreira, says, “Both brands and consumers seek value, safety, and effectiveness in sample distribution. Brands aim to increase visibility, gather insights, and drive conversions, while consumers look for convenience, personalization, and the opportunity to try products safely and effectively. Balancing these needs ensures a successful sampling strategy, whether in-store or via mail.”
From the brand’s perspective, McNeil from Samplex, says, “They look for a sample that perfectly reflects the product they offer.” He says this is vital because the sample represents the brand. In addition, they seek to have a profitable sampling campaign. The third issue is that sampling must be safe, so that the retail or online business can deliver a sample without the risk of it being damaged in the delivery process. “All of our samples meet these requirements,” he says, “making them very versatile.”
Eco-Responsible Materials
Glass bottles and vials are being used more, for their sustainability assets.Related: What's New in Sustainable Packaging?
Chamlou, of SGD Pharma, says, “Well-designed primary packaging is essential for success, and consumer appreciation for eco-friendly materials is high. To address this, brands should prioritize using recycled materials such as glass for mini packaging. Through customization of mini packaging, brands can offer a more elevated and premium customer experience.”
SGD Pharma offers several mini packaging glass options with “unique shapes and vibrant colors, which are attractive and enhance the sensory experience for consumers with its potential to test and try.” SGD Pharma offers a molded glass option from its Zhanjiang, China factory with customized molds from 3- and 5ml bottles and jars, which can be decorated in-house using several processes such as frosting, spraying, hot stamping, silk screening, etc.
To answer the increasing demand for full packaging solutions and meet the challenge of fast-beauty brands, Chamlou says SGD China offers a “total solutions stock package for these minis with dropper/cap, which provides savings to beauty brands on mold fees and saves time for accessory sourcing.”
SGD Pharma also offers tubular glass vials from its ISO/OSHA-accredited manufacturing site in Vemula, India for fragrance sampling. These vials are produced from tubular type I glass “for excellent chemical and mechanical resistance.” They can be produced in a wide variety of sizes starting from 1.5ml and can be printed in-house with a wide variety of colors.
With the pandemic, Livcer’s De Livonniere-Fourgous says, “Our habits and our way of consuming have fundamentally changed. Hygiene and security are going to be at the heart of everyone’s concerns and retail, which is already competing with online sales, is at the heart of the matter.”
To meet the growing demand from eco-responsible brands, De Livonniere-Fourgous says they’ve been working hard to develop samples made from paper. These products are suitable for makeup products containing very little water, such as lipstick, blush, or eyeshadow.
The company provided the packaging for the Eclo brand, which claims that its products are made with 100% natural ingredients. De Livonniere-Fourgous says, “They chose us for the launch of their Ecocert-certified blush and lipstick range. They wanted eco-friendly packaging that would support their policy of plastic-free packaging and respect fragile formulas.”
Sampling Innovations Europe designs full sampling strategies, offering a wide catalog of formats and testing options to brands. Their “differential value” is that they define and manufacture a sample campaign based on the objectives of each campaign and brand.
Jordi Calduch, CEO & Co-founder, Sampling Innovations Europe, says, “Testing a cosmetic and perfumery product has always encouraged its final purchase. With the pandemic, the classic tester format disappeared at point of sale. Currently, he says, “It seems that it wants to resurface, but consumers are more interested in individualized sampling formats that were popular during the pandemic, and that have prevailed in beauty.”
Calduch says the mini-size format is already a sales format in many countries. “This encourages product testing in an eco-responsible way, paying a minimum to do this test, and giving value to this test. Thus, fewer products are discarded and sample campaigns and mini-size formats are made profitable.”
Sampling Innovations Europe recently introduced SCENT GREEN, which the company says is “the first 100% recyclable paper label for perfumery.” Calduch says it is “an innovative proposal compostable and biodegradable, produced by Adhespack with Greenpack® paper by Suzano, and distributed in the UK and Spain by Sampling Innovations Europe.
Sampling Innovations Europe also offers their Doypack, a pouch format, made of 100% mono-material packaging, including the cap, “due to its innovative sealing technology.”
The Future of Sampling
With the post-pandemic transformation—and popularity—of sample packaging, what can we expect to see moving forward?Virospack’s Fiori Ferreira, tells Beauty Packaging, “The future of sampling methods in the skincare and cosmetics industry will be marked by greater personalization, enhanced digital integration, and a strong focus on sustainability and safety. Innovations in technology will continue to shape how samples are distributed and experienced, providing brands with new ways to engage consumers and collect valuable insights while ensuring that the sampling process remains convenient, effective, and environmentally responsible.”
She continues: “The use of AI to analyze customer data and preferences, providing highly personalized sample recommendations will be more present, both online and in-store. More brands will integrate AR into their apps and websites, allowing consumers to virtually try on products before requesting physical samples. The samples can track usage and provide feedback to the brand, allowing for better product development, personalized marketing, and personalized offers.”
At Arcade Beauty, Khosla predicts, “We believe the sampling industry will continue to evolve with sustainable alternatives—including targeted and paid sampling and eco-designed packaging. We are committed to ceasing the production of non-recyclable products by 2030. By then, discarding unused beauty products—whether sample-size or full-size—will no longer be acceptable."
Khosla continutes, "This shift is driven by both brand interests and the growing awareness among consumers about the environmental impact of their choices. Consumers increasingly seek products that are not only effective but also eco-friendly, placing significant importance on sustainable packaging down to the single-use sample.”
Looking ahead, McNeil, from Samplex, says, “The sampling market is poised for growth thanks to a customer-centric approach. Brands aim to create product experiences. The sampling industry diligently meets suppliers’ expectations in terms of quality and environmental care, obtaining the same certifications that beauty and perfumery companies have. Our company, for example, earned the gold medal from EcoVadis, a global authority on sustainability ratings.”
Epopack’s Pan predicts: “For beauty brands aiming to make a lasting impression and drive conversions, investing in deluxe samplers can be transformative. As the beauty market evolves, deluxe samplers are proving that a more immersive sampling experience can significantly impact consumer perception and loyalty.”
Safety and eco-friendly will be musts, according to Livcer’s De Livonniere-Fourgous. She says, “Before the Covid period, demand for eco-friendly materials was very strong. Today, brands are looking for 100% customer safety while offering environmentally friendly packaging. Things are moving in the right direction!
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