May 13, 2021

Beauty Sampling’s Home Run

With physical store visits down, brands need to find fresh avenues to get samples into consumers’ hands.
According to the Integer Group, a retail and shopper marketing agency, free samples are the most influential avenue to encourage brand trial and conversion to purchase. More than half of Americans polled indicate they “often or always,” buy a product sampled. Moreover, establishing an emotional connection to brands is key with Millennials with a study by the Fashion Institute of Technology revealed 48 percent of that age cohort said they are more likely to buy from a brand if they know the story behind it.
With those facts in mind, three companies looked to take advantage by distributing samples at a recent baseball game. Cosmetic Promotions, Hard Candy, and Van Der Hagen and Beard Guyz (men’s shave and beard grooming products), teamed to give samples to a group of 300 members of GKR, which stands for Met’s announcer Gary Cohen and former players turned announcers Keith Hernandez and Ron Darling, at a New York Mets game at Citi Field.
Beauty companies have become a common sight at music festivals and other gatherings. Sports are a logical next step, according to Joann Marks, chief executive officer and founder

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