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PowerReviews survey underscores the significance of product evaluations and sampling

CosmeticsDesign-USA (CDU) spoke to Andrew Smith (AS), Vice President of Advertising, PowerReviews to seek out out extra about how the PowerReviews Well being and Magnificence Buying Developments in 2023​ was carried out, its key findings and what all of it means to magnificence trade producers and suppliers.

The primary a part of this two half article sequence​ pointed to the truth that regardless of the price of dwelling disaster, sure shoppers teams are nonetheless rising their magnificence spend. The survey concerned 26,340 US shoppers and was carried out in Could 2023 with the aim of discovering how shoppers browse and purchase on-line – and the important thing components that affect their buy choices. This analysis is an replace of the survey report from the earlier yr: Assembly Magnificence Shopper Digital Expectations in a Put up-Pandemic World​.

CDU: What are one of the best practices to draw the brand new era of magnificence shoppers who depend on product sampling and evaluations?

AS: The vast majority of manufacturers and retailers acknowledge the large function scores and evaluations play within the buy journey. Scores and evaluations have truly turn into the highest issue impacting buy choices, surpassing different parts together with worth, free delivery and model.

The idea of product sampling isn’t a brand new one. In truth, it’s an age-old technique employed by manufacturers and retailers to get folks to attempt a product – with the hope they’ll find it irresistible a lot they’ll buy it on their very own when the pattern runs out. For instance, pre-COVID, a beverage model may distribute free samples of a brand new product on the grocery retailer. Or a CPG model might mail out samples of a brand new laundry detergent to attempt to get shoppers hooked.



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