Sampling is proven an effective method of getting consumers to engage with a brand and purchase full size options. Close to a third of consumers say trying a sample has been one of their top reasons for purchasing a product, which means strategically offering samples should be a cornerstone of every beauty brand’s distribution strategy.

Not only do samples convince a portion of shoppers who test them, they have a ripple effect on shoppers who did not receive the sample. L2’s latest study on Beauty Sampling found that brands who offered samples through Birchbox boosted their sales on the Sephora and Ulta websites as well.

Part of this ripple effect due to reviews. As more shoppers try a product and write reviews, they encourage others to purchase as well. For example, Belif introduced samples of its True Cream Moisturizing Bomb to Sephora Beauty Insiders who had accumulated 100 points. In February and March, it broadened its reach and offered samples of its at online checkout. These efforts directly correlated with reviews; 34% of the brand’s reviews n Q1 reference the use of a mini product. Eighty-three percent of reviews that cited sample use said the customer would repurchase the product, further boosting sales.

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