Roundup of sampling trends so far in 2012..

By Michelle Yeomans

- Last updated on GMT

Related tags Deluxe cosmetic samples Best possible product Cosmetics

Roundup of sampling trends so far in 2012..
Subscription sampling appears to be this year's newest trend whereby compnies are better connecting the consumer to the brand, enabling the sampler to find what product really works for them while offering up and coming brands the opportunity to reach potential buyers. In light of this, Cosmetics Design rounds up the companies ‘being the middle man’ so far in 2012...

With sampling companies, consumers generally fill in a profile form and pay a subscription fee each month to receive a box of deluxe cosmetic samples that match their skin tone or hair type for example, whilst also having access to reviews and feedback on tried and tested products with some sites even offering point schemes.

Sampling building momentum…

As the male grooming sector in particular continues to build momentum in the industry, Birchbox, recognised for helping consumers to cut through the clutter of the cosmetic world broke the mould with the launch of its sampling range for men in April - previously a market considered to be soley for women.

The US sampling company offers grooming and lifestyle products to provide its subscribers to find the best possible product on the market with sample or full-sized products that are ‘worth the splurge’ on a monthly basis.

Then co-founder, Katia Beauchamp said; “With the debut of Birchbox Man, we are taking our successful discovery shopping formula into new territory and are confident the experience will delight our new male customers and provide a great gift option for our female subscribers​.”

Other US brands like Julep Nail sampling are offering the latest colors and products in nail care for half the price while Beautyfix offers its consumers a choice of eight products bi-monthly and Beauty Army provides industry expert opinion on samples for a low fee.

Why the middle man ?

CosmeticsDesign.com USA put the question to Organic Monitor’s senior market analyst, Virginia Lee as to why brands aren’t offering this type of service themselves, essentially cutting out the middle man.

To which she pointed out that; “Big brands would not benefit from setting up this service themselves because the main selling proposition of Birchbox is that they are acting as ‘beauty editors’ by offering a curated selection of beauty products to consumers​.”

If a company offered this service it would be traditional sampling, without the ‘sense of discovery’ and a third-party perspective​.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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