
Cosmetic sampling is a marketing strategy that involves providing product samples to potential customers. By allowing consumers to test a cosmetic product before purchasing, they can assess its quality, scent, texture, and effect on the skin. Sampling is especially effective in the beauty industry, where the experience with a product plays a crucial role in purchase decisions. This method helps build brand awareness, increase customer loyalty, and reduce the risk of returns.
Types of cosmetic sampling
There are several popular forms of sampling in the market:
- In-store sampling – Samples are distributed at points of sale, allowing customers to try the product immediately.
- Samples included with purchases – Often added to online orders, which further incentivizes consumers to make future purchases.
- PR boxes and Influencer sampling – Samples are sent to influencers who share their experiences with the products on social media, encouraging their audience to buy.
- Direct sampling (E-sampling) – Samples are sent directly to consumers, typically after being requested via a website or mobile app.

Changes in the cosmetic sampling market
Due to growing environmental awareness and changing consumer preferences, the cosmetic sampling market is evolving. More brands are opting for more sustainable, eco-friendly sample packaging, such as biodegradable sachets or recyclable materials. Additionally, the rising popularity of online shopping and ongoing digitalization are making e-sampling the new standard. Studies show that 68% of consumers prefer receiving samples directly at home, as it is more convenient and allows for better customization to their needs.
Key consumer trends in cosmetic sampling
- Eco-friendly approach to sampling
Consumers, especially younger generations, are increasingly concerned with environmental issues. A Nielsen report indicates that 73% of Gen Z is willing to pay more for products from brands that follow sustainable practices. In response, beauty brands are introducing samples in biodegradable or recyclable packaging. This trend reinforces the perception of the brand as socially responsible.
- Personalization of samples
Consumers value a personalized approach, and the ability to customize samples increases the likelihood of purchasing the full-size product. Thanks to big data technology, beauty brands can collect customer preferences and then deliver samples that best meet their needs. Personalization boosts customer engagement and fosters brand loyalty.
- Growth of e-sampling
E-sampling, which involves sending samples directly to consumers’ homes, is becoming increasingly popular. According to research by Sampling Innovations, 52% of consumers prefer this method of receiving samples because it is convenient and allows them to test products in the comfort of their homes. Brands can further enhance the effectiveness of their campaigns by offering samples to customers who have previously shown interest in products from a specific category.
- Use of influencers in cosmetic sampling
In the age of social media, influencers have a significant impact on consumers’ purchase decisions. Beauty brands collaborate with influencers who often share unboxing experiences with samples, generating increased interest in the brand. Research from Bazaarvoice shows that 49% of consumers purchase cosmetics based on recommendations from influencers. Therefore, working with influencers is an effective way to extend the reach of sampling campaigns.
- Interactive sampling campaigns
Modern sampling campaigns are enhanced with interactive elements such as quizzes on the brand’s website or mobile apps, helping consumers select the right product. These efforts allow brands not only to better tailor samples to customers’ needs but also to increase engagement and build more personalized relationships with their audience.

Examples of successful sampling sampaigns in the cosmetics industry
L’Oréal Paris: True Match Foundation Campaign
The launch of L’Oréal Paris’ True Match Foundation was supported by an extensive sampling campaign aimed at matching the foundation shade to each individual’s skin tone. The campaign included a quiz on the website to help users determine their shade, followed by sending them a sample in the perfect match shade.
The campaign was met with enthusiastic feedback, with 88% of consumers declaring they would purchase the full-size product after trying the sample. By personalizing and tailoring the samples to customers’ needs, L’Oréal Paris gained a new group of loyal True Match users.
Estée Lauder: E-Sampling with Advanced Night Repair
Estée Lauder, promoting its iconic Advanced Night Repair serum, implemented an e-sampling campaign targeting individuals who had previously shown interest in skincare products. Consumers could order a sample of the serum through the website or app, allowing them to try the product at home. Additionally, the campaign was supported by influencers who showcased the serum’s effects, increasing interest among their followers.
Estée Lauder experienced a 30% increase in product sales during the first months of the campaign, and many consumers who received samples decided to purchase the full-size version. E-sampling contributed to solidifying Advanced Night Repair’s position as one of Estée Lauder’s best-selling products.
Summary
Cosmetic sampling, evolving towards more sustainable, personalized, and convenient forms, remains an effective method for raising brand awareness and encouraging consumers to make purchases. Market changes, such as the growing role of e-sampling, eco-friendly packaging, and collaboration with influencers, enable beauty brands to precisely reach new customers and better meet their needs.
Examples of successful campaigns from L’Oréal Paris and Estée Lauder demonstrate how thoughtful sampling strategies, aligned with current consumer trends, play a key role. Modern sampling campaigns not only boost sales but also build lasting relationships with consumers, and well-targeted cosmetic samples can translate into long-term customer loyalty.