Whether it’s perfume or cosmetics, for 82 % of participants in the study, stuck-in or pull-out samples are a real bonus. Only 15 % of those surveyed found samples annoying. For the vast majority of respondents they are both practical and exciting. 84 % of those surveyed use samples as a way of trying out new brands and products. Over half of women like to use samples to help them choose a gift (53 %) or to take with them when travelling (51 %). In fact, 63 % are so curious about the sample that they test the fragrance or cosmetic product immediately, on the spot.
Magazines are the number one medium for samples
88 % of women who use samples or vouchers for samples get them from magazines, making magazines the number one source for samples. Incidentally, this also applies to younger age groups – 74 % of those in the 16–34 age category get their samples from magazines. Far fewer people are prepared to make a detour via the Internet. A total of just 32 % of those surveyed ordered samples online, usually in response to a TV or online advert.
Ad specials with samples drive sales
68 % of participants in the study had bought a product in-store on the basis of a magazine sample at least once; just over half of them (54 %) had bought products online. Samples don’t just work for fragrances either – cosmetic samples for creams, shampoos and so on are similarly effective, with 64 % buying in person and 50 % online. And there’s more. Overall, samples are the second biggest reason for buying any product, beaten only by replacing a product that has been used up.