Kosas Take Beauty Ecommerce Sampling to the Next Level – Glossy
As the beauty industry rethinks product testers, Kosas is rolling out a new ecommerce approach to sampling.
On May 21, the cosmetics brand will officially announce its new Kosas trials, which launched smoothly on April 22. Exclusively on the Kosas DTC site, the new sampling system allows customers to purchase samples and apply their cost as credit for full credit. size item. Samples are available for 12 products on the site in all shades of a given item. Individual samples range from $ 3 to $ 5. A “take-home kit” for $ 35 offers the full line of 12 products, including concealer, tinted face oil, bronzers, blushes, and lip products.
The Kosas Try Outs program “Mimics the in-store experience, in that you can touch and feel every shape, so you can precisely find your exact match,” said Sheena Yaitanes, Founder of Kosas.
Consumers are wary of in-store sampling. According to January 2021 The data According to predictive analytics company First Insight, 71% of respondents said they felt unsafe testing in-store beauty products. This number is even higher for single women, at 80%.
Try Outs are launching in addition to the brand’s free individual sample packs that it distributes through its site and retail partners, including Sephora and Credo. These swatches work for product discovery and to get a feel for formula and texture, but not for shade matching, Yaitanes said. “YYou might be able to get to the approximate stage of your shade, but you’ll never be able to make an exact match ”with free three-shade sample cards, she said. Kosas also offers a shade finder on their DTC site that offers a mini-quiz and emails the results to buyers with product recommendations.
Brands have explored a wide range of physical and virtual options for sampling. Buying samples for a full-size credit model has once been popular among fragrance startups like Snif and Skylar. A growing number of brands are also turning to AR testing as a digital alternative to samples, but digital has its limits.
“No virtual experience can really replace this real experience of trying on makeup,” mentionned Adeline Leong, CMO of Kosas. “We explored the technologies; we didn’t launch any. I haven’t seen any that really replicate to give you the right shade.
The sales model also responds to the rising cost of product samples for brands as individual products replace in-store testers.
“Samples are definitely an expensive proposition, especially to do so in every shade,” Leong said. Although the brand did not disclose the exact price of producing the samples, it said, “Sampling from retailers is not cheap either, as the quantities you need to put in can be 100. 000 at a time. ”
As spending shifted online, beauty brands increased their investments in their DTC sites. “We have definitely accelerated DTC as a priority,” Leong said. “We really see ourselves as a multi-channel company. [DTC is] an important point of contact and an opportunity to truly interact with our customer in a way that we cannot through a retailer. “
Despite the collapse in the pandemic’s makeup, Kosas has more than doubled sales across all channels in the past year.
With Covid-19 rates falling in the United States, the brand expects consumers to have a wide range of attitudes towards samples when a certain degree of normalcy returns.
“Some people will embrace the new option of home sampling or online shopping exclusively, and some people will normally go back to stores and feel comfortable. We’re going to see a mix of the two, ”Yaitanes said.