Quality fragrance samples drive sales, survey finds
kind of product can considerably influence consumers in their
purchasing decision.
The survey, which was sponsored by fragrance pumps manufacturer Rexam and carried out by consumer research company Cabinet Rosae, was conducted in September 2006 in a leading shopping district in Paris, surveying 120 women between the ages of 16 and 50.
Thought to be the first of its kind, the research took the form of a one-on-one interviews and set out to compare three types of widely-used sample forms - Rexam's Sofilux standard spray sample, Rexam's Sof 'n' Touch sample and applicator, and a vial that was just a sample and simple stopper.
The result of the research was that 70 per cent of the women questioned said they preferred the Sofilux, 26 per cent Sof 'n' Touch and 4 per cent, said they liked the vial best.
But more than that, the research also found that the samples had a varying impact on attracting consumers' attention. It found that Sofilux attracted 16 times more attention and Sof 'n' Touch six times more attention than the vial.
Likewise both the Rexam spray samples proved to be significantly better vectors for testing new fragrances compared to an ordinary vial.
The research concludes that because the two sample sprays dispense the fragrance so much more effectively this ensures a perfect carbon copy of the fragrance's olfactive experience in a more stylish, convenient and original way, when compared to a vial.
"Investing in a quality product is economically attractive and helps to improve return on investment," said Olivier Aron from Cabinet Rosae.
