The consumer study from beauty tech firm Odore also showed that only 33% of those surveyed would go in-store to specifically trial a product sample
New research has shown that digital product sampling can play a major role in bagging customers for emerging beauty brands.
In a study of 20,000 consumers carried out by beauty tech platform Odore, 75% said they were more likely to buy from a brand they hadn’t heard of after being given the chance to sample their products.
After being sent product testers to try at home, the users were asked to indicate their likelihood to purchase from respective brands within the next three months; they were also asked if they had prior knowledge of the brands.
In the study, 85% stated that they hadn’t heard of the brands they were trialling beforehand, but, after sampling the products, three quarters of the respondents said they’d purchase from that brand within the next three months.
Despite the value attached to testing products, only 33% of those surveyed said they would have visited a store to try the product had they not received the tester after requesting it online.
According to Odore, this points to the potential of smart sampling as a means for beauty brands to stand out in an increasingly crowded online market.
“Spikes in conversion rates and brand awareness clearly show the role digital sampling can play in helping challenger brands make a name for themselves.
Despite the switch to online shopping, customers still want to try products,” commented Armaan Mehta, Co-Founder at Odore.
“They want to feel them in their hands, test them on their skin, and make sure they’re making the right choice.
“This research shows how digital, trackable sampling campaigns can be a vital conversion tool, particularly for new brands looking to make their mark.”