In order to promote their beauty products, brand manufacturers will give customers samplers. The volume of the sample is generally between 1ml-5ml (essence, cream), 5ml-20ml (toner, body lotion), 20ml-50ml (face cleanser, makeup remover), the main purpose is to stimulate consumers to purchase the complete versions after testing. According to NPDGroup data, the US makeup sampling market reached 1.2 billion U.S. dollars in sales in 2018, a year-on-year increase of 13%.
Interestingly, in e-commerce live broadcast rooms and shopping festivals, beauty samplers have become the main trophy. According to relevant statistics, in the brand's official sales channels, the market capacity of cosmetic samples is almost equal to that of official packages, and it is still gradually expanding. We can't help but wonder, what is the magic of the sampling economics?
1 Who is making the beauty samplers?
The essence of sample economics is that you can enjoy big-name quality at a lower unit price.
Focusing on this new consumer demand, a new retail format has emerged in the beauty industry—a cosmetics sample collection store represented by Harmay and Haydon Black Hole H.E.A.T. In cosmetics sample collection stores, consumers can buy trial sets of big-name cosmetics for one-tenth or even tenths of the price, and they have a wide range of choices, covering major mainstream brands and a number of emerging brands.