With sampling companies, consumers generally fill in a profile form and pay a subscription fee each month to receive a box of deluxe cosmetic samples that match their skin tone or hair type for example, whilst also having access to reviews and feedback on tried and tested products with some sites even offering point schemes.
Sampling building momentum…
As the male grooming sector in particular continues to build momentum in the industry, Birchbox, recognised for helping consumers to cut through the clutter of the cosmetic world broke the mould with the launch of its sampling range for men in April - previously a market considered to be soley for women.
The US sampling company offers grooming and lifestyle products to provide its subscribers to find the best possible product on the market with sample or full-sized products that are ‘worth the splurge’ on a monthly basis.
Then co-founder, Katia Beauchamp said; “With the debut of Birchbox Man, we are taking our successful discovery shopping formula into new territory and are confident the experience will delight our new male customers and provide a great gift option for our female subscribers.”
Other US brands like Julep Nail sampling are offering the latest colors and products in nail care for half the price while Beautyfix offers its consumers a choice of eight products bi-monthly and Beauty Army provides industry expert opinion on samples for a low fee.
Why the middle man ?
CosmeticsDesign.com USA put the question to Organic Monitor’s senior market analyst, Virginia Lee as to why brands aren’t offering this type of service themselves, essentially cutting out the middle man.
To which she pointed out that; “Big brands would not benefit from setting up this service themselves because the main selling proposition of Birchbox is that they are acting as ‘beauty editors’ by offering a curated selection of beauty products to consumers.”
“If a company offered this service it would be traditional sampling, without the ‘sense of discovery’ and a third-party perspective.”