1. Looking ahead
12-14 SEPTEMBER 19-21 OCTOBER
BEYOND BEAUTY PARIS LUXEPACK MONACO SPOTLIGHT
Venue: Porte de Versailles Venue: Monte Carlo
www.beyondbeautyparis.com www.luxepack.com
12-15 SEPTEMBER 19-21 OCTOBER
A new era of sampling?
T
NATURAL BEAUTY INTERNATIONAL he days of finding sachets of nondescript cream hidden
SUMMIT EUROPE CENTIFOLIA CONGRESS away in the pages of glossy magazines are fast
Venue: Paris Venue: Grasse, France disappearing. A new era of sampling has dawned, paving
www.naturalbeautysummit.com Tel: +33 4 92 42 34 08 the way for beauty companies to grow brand awareness, gain
www.centifolia-grasse.net valuable consumer insights and boost product sales.
18-19 SEPTEMBER A recent study conducted by Mintel involving over 1,800
OLYMPIA BEAUTY 31 OCTOBER-2 participants saw one-third of respondents aged 16-24 admit to
Venue: Olympia, London NOVEMBER being influenced by samples. A further four in 10 also counted
Email: ian.archbold IFSCC 2011 CONFERENCE friends’ opinions as key to their purchasing decisions – a trend
@olympiabeauty.co.uk Venue: Bangkok, Thailand that’s sure to continue with the advent of social media.
www.olympiabeauty.co.uk www.ifscc2011.com Mark Lockyer, md of Sampling Innovations UK, believes the
recession has also given the industry an unexpected boost.
18-23 SEPTEMBER 2-4 NOVEMBER “From a sampling point of view, the recession is a good thing.
TFWA WORLD EXHIBITION IN-COSMETICS ASIA It has a direct influence on sales even if market share is
Venue: Cannes, France Venue: Bangkok, Thailand shrinking, and in many cases, there’s been increased spending
www.tfwa.com Tel: +44 20 8910 7873 on sampling by beauty brands. The difference is brands are
Online registration is open www.in-cosmeticsasia.com now more diligent in how they conduct sampling to create as
now for one of the industry’s little wastage as possible.”
most prestigious upscale 7-10 NOVEMBER Not only are brands responding to recessionary pressures
events. ISPA CONFERENCE & EXPO by boosting sampling – but they’re also thinking outside the
Venue: Las Vegas, USA box when it comes to reaching consumers. “Over the last 10-
23 SEPTEMBER Tel: +1 888 651 4772 15 years, sampling has become a more integral part of brands’
THE EU COSMETICS www.experienceispa.com marketing budgets. From niche to global players, brands are
DIRECTIVE & THE NEW being more creative, such as looking to specialist events and
COSMETIC REGULATIONS 7-9 NOVEMBER websites to engage their consumers,” said Lockyer.
Venue: London PACKAGING SUMMIT One such website is Latest in Beauty, which was started up
Tel:+44 (0) 1483 730071 Venue: Atlanta, USA in 2008 following the model of successful US sampling sites
www.management- Email: meetings@ such as Birchbox and GlossyBox. Offering both value for
forum.co.uk/pharmaceutical packstrat.com money and the latest product samples, Latest In Beauty allows
www.packstrat.com members to order a box of three samples from just £1. Site
24-26 SEPTEMBER founder Nort Janssen told CNW the concept grew out of a goal
INTERCHARM MILANO 9-11 NOVEMBER to match products with the right customer. “Every member on
Venue: Halls 1, 2 & 4 COSMOPROF ASIA the site has a profile, and they are given an opportunity to
Fieramilanocity, Italy Venue: Hong Kong, China order samples that are right for them.”
www.intercharm.it Tel: +852 2827 6211 While there are obvious benefits for consumers, Janssen
www.cosmoprof-asia.com conceded that it was more difficult to get brands on board: "In
6-7 OCTOBER Come & meet the CNW team! the beginning, this was one of the hurdles. We now have a
PACKAGING INNOVATION feedback mechanism which gives brands a chance to ask
Venue: Business Design 15-16 NOVEMBER questions. Around 54 per cent of customers who order
Centre, Islington, London SCS FORMULATE samples come back to give feedback about the products, so
Tel: +44 (0) 20 8843 8804 Venue: Coventry, UK brands end up receiving some very targeted market research.”
Email: suzannah.leigh@ www.scsformulate.co.uk But it’s not only brands that are thinking more creatively
easyfairs.com about sampling – the format of samples has also evolved.
www.easyfairs.com 28-30 NOVEMBER Premium samples such as fragrance miniatures are replacing
SUSTAINABLE COSMETICS traditional magazine scent strips. New formats promising
6-7 OCTOBER SUMMIT faster calls-to-action have also emerged. Imagin, a credit card-
NATURAL BEAUTY Venue: Paris, France sized printed piece that allows one to two spritzes of fragrance
SUMMIT AMERICA Tel: +44 208 567 0788 is proof that sampling has certainly upped its game.
Venue: Sheraton Hotel, NYC www.sustainablecosmetics Beatrix Hon, London
www.naturalbeautysummit.com summit.com
12 • CosmeticNews Weekly No485/September 5 2011 • www.CosmeticNews.com