Samples win shoppers in Japan

Free samples are such an established part of cosmetics marketing that in Japan 90% of consumers now say they have used them, according to a survey by Just Systems. The survey quizzed 2,000 women aged 20-50 about their use of cosmetics samples, diet products and health foods. Some 45% of respondents sought out more information about cosmetics after trying a sample. Typically they did this via the internet, usually looking at a product’s website as well as reviews and comments.

After using a cosmetics sample and finding out more, over half said they might buy the product. According to the survey, direct contact between the marketing company and customer, for example by visiting a store or through a company’s online services, were found to play a key role in persuading people to purchase.

Meanwhile, 58% said there were instances when they had continued to use and repurchase cosmetics after their first experience with a sample. Although cosmetic samples made a strong impact, samples of diet foods and health foods tended to be slightly more persuasive in winning new users.