Beauty Brands: Time To Listen Up
There’s just no doubt that more and more women are turning to blogs for beauty advice – and of course, to share valued opinions. For the first time ever, someone is actually listening to product feedback. However, I think there’s been a hidden knock-on effect in the upsurge of skin care sampling expectation. For years, we’ve been content with ‘sampling’ being a sweep of foundation on the inner arm or skin care vigorously rubbed into the back of the hand…as if it’s immediate effect on dry skin is a miracle and will work in exactly the same way on our faces. Of course, if you have dry hands – most of us do – any form of unguent applied will instantly make things better. But, it isn’t really an indicator of how something will work on the rest of the body or, indeed the face, and absolutely no indicator of how it will work long term. So, why so mean with the samples, beauty people? Now that we are getting pickier – thank you bloggers – and reading up on our skin care in a way that is unsurpassed – it’s time that beauty brands stopped expecting us to buy on their promise and say so. My last post about Embryolisse happened purely because they gave me enough sample sachets to do a mini-facial at home and arrive at a conclusion that wasn’t based on a blob of cream on the back of my hand. They had samples of their best selling cream – and plenty of them – available on the front of their stand at IMATS making it easy for passing punters to pick them up for later perusal. Consider the different experience in department stores where asking for samples feels more like begging. Bloggers are asking the right questions and insisting on samples or at the very least, an MU application before buying, and its this confident stand point that is relayed to many, many potential purchasers that is switching the mindset of customers. To my mind, if you can expect to sell hundreds of thousands of pounds worth of product you can at least let customers try it properly first. Samples really aren’t expensive to produce (except for small companies – a bigger run obviously is cheaper and there may well not be a budget for that) and it doesn’t need a degree in communications to work out that someone who has sampled, loved and bought will pass on the knowledge to friends, strangers and bloggers! We can be positively evangelical about our beauty best buys. Consider the opposite – bullied into buying, hate it at home…again, with equal passion no doubt, that message will be passed to anyone who’ll listen. So, beauty folks, it’s time to stop relying on press, hype and hope and to start providing evidence that people can really use.
*all products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.