Sampling is a major element of marketing for many businesses, particularly in the cosmetics industry. With some reports finding that as many as 73% of consumers are more likely to purchase a product upon sampling it. To put this into perspective, only 25% of consumers made the same claim upon seeing an advert of TV. The proficiency of sachet sampling comes at a cost, however, and not just for the company.
Climate Change reporting regularly states that 90 companies contributed 63% of the greenhouse gases emitted globally between 1751 and 2010. It’s evident that whilst consumers still need to play a part, it’s businesses that need to be doing all they can to reduce the impact they have on the planet. In fact, around 70% of the beauty industry’s waste comes from packaging alone. So how can this sector continue to utilise such a successful tactic, without damaging the Earth?
Specialist wet wipe manufacturer, Guardpack, works alongside cosmetic brands to create their invaluable product samples. They have found an increasing number of clients are investing in eco-friendly options in a sincere effort to demonstrate their corporate responsibility, protect the environment and reduce their impact on climate change.
Managing director, Jeremy Freedman, has a comprehensive understanding of just how accessible these kinds of changes can be, and how they will not only benefit the planet, but also your business’ image and income.
What is the current guidance for cosmetic sampling?
In February of 2021, the UK’s CTPA (Cosmetic, Toiletry and Perfumery Association) offered new guidance on the reintroduction of sampling and tester products to beauty stores. This new guidance covered controlled tester products – including creams, liquids, fragrances, powders, mascara and lipstick. The official guidance for liquids and creams, for example, is to “place on a sanitised tile or decant using a disposable spatula or pump into a disposable pot”.
Is this updated guidance detailed, thoughtful and generally well-considered? Yes. Could it be better? Definitely.
As shops finally began permanently reopening after the multiple lockdowns, there was a huge focus on returning to pre-pandemic standards as closely (and safely) as possible. Whilst the lengths that countless shops, as well as associations like the CTPA, went to in the effort to reintroduce a semblance of normality to the public’s shopping experience is by all accounts commendable, it’s certainly not perfect. Jeremy argues that there is no reason to return to ‘normal’ when there is a greener, easier and arguably more effective way to offer samples and testers.
What is the problem with current sampling?
A huge cause for concern, following the initial panic of Covid-19, was that in-store sample stations were high-touch areas. It was no longer in the shopper’s best interest to share a communal sample product. Everyone has become more aware of germs and how they are transmitted meaning many potential customers stay clear of samples through fear of illness.
In the effort to identify the best alternative to these high-touch areas, a tried and tested method took the limelight, despite the CTPA’s updated guidance: sachet sampling. This sampling method has been used for a long time within the cosmetics industry, largely as a marketing tool, but never on such a large-scale. Whilst extremely effective, this practice is far less sustainable than the leading sampling method that came before it. It may be safer for the shoppers testing the product, and thus excellent for the brand, but the issue of sustainability still needs to be addressed when looking for alternatives. That’s where sustainable sample sachets come in.
Why use sustainable sample sachets?
Sustainable sample sachets may appear quite different to what the average consumer is used to, but it only takes one simple change to shift attitudes and make the eco-friendly alternative the new norm.
It goes without saying that they’re far better for the environment than the non-recyclable option, but they also remain an excellent, cost-effective marketing tool for your business. Sachet sampling has been proven to be a fantastic ROI for countless companies and the introduction of sustainability to this marketing technique only aids in demonstrating the ethos of your brand.
Furthermore, unlike the old-school sample product used in-store, sachet samples can be taken out of the shop and used at the prospective customer’s discretion. This provides the customer with the freedom to make a choice at home or on the go, giving them a reason to return to the shop or potentially order the product online. Aside from having a clear affinity with the environment, customers will also see your brand as one of convenience – an invaluable trait in such a competitive market.
If you are not in the cosmetics industry, of course, the above still applies. Aside from being the best way forward, utilising biodegradable sachets – and wipes, if that’s the product you’re sampling – is perhaps the only way forward, considering the near-irreversible damage we have already inflicted on our planet.
For more information go to www.guardpack.co.uk.