The right distribution channel can make a massive impact on the success of your cosmetic samples. With limited resources, you need to choose your distribution channel carefully so you can reach your target audience. Evaluating which option is more effective will put your best foot forward in finding the right solution.

As experts in cosmetic sampling, Fillcon are here to help. In this article, we’ll outline the benefits of each major distribution channel, help you choose between them, and then give additional ways to make your cosmetic sampling truly effective.

We also offer cosmetic sampling solutions, with a minimum order of 10,000 sachets. Get in touch today!

In-Store vs Online Product Sampling

While each can be broken down further, there are realistically only two options for your distribution channel: in-store, or online. Each option has their own benefits and disadvantages – understanding the function and effect of each will help you boost sales through effective marketing of your business.

How does in-store product sampling work?

In-store product sampling works by providing a physical location where customers can try out your product. This is usually via a stand with a salesperson, where customers can go and get a free sample. The salesperson can then hold a demonstration, explain the benefits of the product, and give details on how to purchase it – perhaps even with a first-time buyer’s offer for extra incentive.

Before you can carry out in-store product sampling, you will likely need permission. This could be from a:

  • Store owner
  • Mall owner
  • Local council

The latter of these can be especially relevant if you’re wishing to give out samples on the street. Once you’ve received permission, you can set up an attractive, branded venue for interested customers to go and try a sample of your product for free.

Conventional sample packaging is often unnecessary in this format. It is usually better to have the samples in an easily accessible format to save the most time for curious customers. As such, in-store samples are usually put in simple, disposable pots, or delivered straight from a larger receptacle.

How does online product sampling work?

There are a few different ways that online product sampling can work:

Through online marketing like SEO, PPC adverts, social media, and more, your target audience will gradually find out about your products. Before they commit to a full purchase, they’re likely to want to try it out – and cosmetic samples give them that opportunity.

An interested customer will receive a high-quality, branded sachet of your cosmetics which can serve to highlight the product’s benefits, encouraging them to make a purchase and eventually become a long-term user.

What is the Best Distribution Channel for Cosmetic Samples?

Now you know how each channel works, and a few different locations or methods they can be applied, next is weighing up the pros and cons. Even in an ideal world, it might not be the best idea to cover every distribution avenue, as not every one will be a cost-effective way to reach your target audience.

Why choose in-store sampling?

The main benefits of in-store sampling are:

  • First-hand feedback
  • Personable marketing via a real salesperson
  • Ensuring customers actually use your product
  • Providing instruction for product application
  • Real-world observation for your demographic

However, despite these benefits, in-store sampling is less effective than it used to be.

A key downside of in-store samples is that they rarely use sampling packaging. This packaging has important information like product details, allergens, and branding – all things that contribute to a customer’s enjoyment, understanding, and memorability of a product.

Additionally, in-store sampling can only reach a finite number of people. This means you might be missing out on more lucrative markets, and will have to spend a lot more to get your products in front of prospective customers.

The benefits of online sampling

Online sampling is incredibly diverse, and so the benefits it offers are quite widespread. With online sample distribution, you can benefit from:

The main disadvantage of online sampling would be the lack of personal connection. However, with the right marketing and targeting, you can ensure your customers feel valued while also getting access to free samples of products that are aligned with their needs.

Which distribution channel should I choose?

The channel you choose ultimately depends on your needs, and which stage of your marketing journey you’re at.

Online sample distribution is the way to go if you want to market your cosmetics more, allowing you to reach more people. For cost-efficiency, spreading your message, reaching your audience, and getting your branding in front of the customer, online channels are key.

However, offline and in-store channels are still important for getting direct feedback. They give you a chance to see how customers respond to your product, and to explain the benefits and usage in a controlled environment.

Using a combination of both channels, to the right degree, will give you the best overall results for your cosmetic sampling and marketing efforts.

Inform your cosmetic sample distribution strategy with our guide for the UK market >

How to Ensure You Send the Best Cosmetic Samples

Whatever distribution channel you use, you want to ensure you’re sending customers the best cosmetic samples possible. Aside from the quality of your product, the quality of your packaging is also a vital factor. There are several features that modern customers look for in packaging, so you need to pay attention to these details in order to create the best impression with your cosmetics.

Sustainability

More and more, sustainability is becoming a crucial focus point for customers across the UK. Rather than “single-use throwaways”, our cosmetic sampling solution provides recyclable sachets made from polypropylene, which can be recycled with plastic bags at a supermarket or through specialist recyclers.

Branding

A major benefit of cosmetic samples is getting your brand in front of the customer. We can manufacture cosmetic samples with your branding, offering a bespoke sampling solution to entice and excite your customers.

Packaging Quality

Strong sachets that don’t get damaged in transportation ensure your product reaches your customers intact. Our sachets are resistant to bumps, scratches, and tight packing conditions, meaning you can economically deliver and distribute your cosmetic samples with ease.

Safety

The health and safety of your cosmetic samples is incredibly important. Without proper health and safety measures in place, your customers will be at risk of harm – which you could be liable for. Our sachets, bottles, and other cosmetics solutions are all filled in pristine conditions within our first-class facilities.

Find out more about our cosmetic sampling options >

Cosmetic Sampling Solutions from Fillcon

Once you’ve settled on a distribution channel, you’ll need quality samples to match. Luckily, Fillcon is here with the solution. We manufacture quality sachets for samples, and fill all kinds of receptacles with cosmetic products. Our unbeatable standards ensure the best customer-experience, maximising the impact of your sampling efforts and keeping users coming back for more.

Get a quote today and start your online or in-store product sampling and distribution on the right foot, or find out more about us – and cosmetic sampling in general – with some related articles!

Explore the benefits of using recyclable sachets for cosmetic sampling >

Learn about the psychology of cosmetic sampling and how it influences consumer behaviour >