Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Markets & trends

Samples, the first purchase triggers for make-up products

The sample is the element of the promotional mix that encourages the most to buy a make-up product. Such are the findings of an online survey conducted among French female consumers by Invescomm.

Stanislas Feminier, Invescomm

Stanislas Feminier, Invescomm


The sample is just before the promotional box with free products, the most efficient element of the promotional mix, the one that encourages the most to buy a make-up product, according to a survey conducted by Invescomm, a market research and consulting firm, in partnership with the online site FemmesPlus. Beyond questions in connection with the purchase trigger and the conditions of choice of a new make-up product, the survey also addresses preferences and expectations in terms of sampling and, more generally, make-up habits.

The survey was conducted on a panel of 1,071 women who answered an online questionnaire from the website FemmesPlus. The panel was adjusted using the socio-demographics of the French population as published by the Insee. It was complemented with a B to B supplement consisting of interviews of professionals operating in the marketing of colour cosmetics.

First purchase vector

When asked about the choice conditions of a new make-up product, consumers say they need to try it and use it for at least a day (54.4%) or quickly (29.5%), but they do not believe that simply enquiring on the product is enough (9.4%) just as seeing it on someone else (0.9%).

No wonder then that samples are acclaimed before promotional boxes and even before testers in the ranking of purchase incentives for make-up products.

Samples are particularly appreciated by women aged 25-44 and those whose annual income is over EUR 100 000. The survey also reveals that the older consumers are, the more they need to try a make-up product on themselves for a long period. This is also what claim 90% of consumers with very large incomes, who want to test them for at least a day.

Sampling via the Internet

Concerning the dispatch mode of samples, Invescomm’s survey focuses in particular on the internet channel. It appears, and this is no great surprise, that the younger the consumers, the more they are familiar with ordering samples via the Internet. But the survey also reveals that high-income consumers are more likely to order samples online.

The survey also noted strong differences in terms of awareness, depending on whether consumers are interviewed about the websites where they had the opportunity to order make-up samples or on brands from which they have already received samples. Except that in both cases, Yves Rocher is ranked far ahead of its competitors.

The results of this survey show that consumers want to test thoroughly a make-up product before buying it. This makes the sample an unavoidable tool since it has the most competitive unit cost of all testing tools available in the promotional mix of make-up brands”, explains Stanislas Feminier, Associate Director of Invescomm.

Vincent Gallon

© 2011 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus

MakeUp in Paris: New record of innovations submitted

More than 80 products applied to be included in the IT Products selection featured at the MakeUp in Paris trade show, including 35 new formulas and 40 packaging or full service innovations. “Since the launch of the competition in 2015, the Selection Committee had never received so many products to evaluate! We warmly thank all the (...)

read more
job opportunities
Experts’ views
Microbial contamination of cosmetic accessories: Risks and solutions?

Pylote
Microbial contamination of cosmetic accessories: Risks and solutions?

Cosmetic accessories and applicators are examples of high-risk products in terms of microbial contamination during use. This contamination poses a risk for users and is a source of concern to manufacturers in the cosmetics industry. In order to limit the spread and transfer of microorganisms to users, Pylote develops world-first (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close