Survey shows effectiveness of in-store cosmetics demos

from www.retailcustomerexperience.com - 22 Apr 2009

GOLDENROD, Fla. - Cosmetic Promotions, a national marketing and promotion company, completed a six-month customer response survey on in-store demonstrations. The survey was conducted during several events in various retailers between 4Q 2008 and 1Q 2009.

Of the almost 3000 people surveyed:

- 60 percent had never tried any of the products demonstrated before;

- 35 percent intended to purchase immediately based on the demonstration, another 56 percent intended to purchase later (less than nine percent had no purchase intent);

- 96 percent would like more of the same event at that store.

The age group breakdown was as follows:

- 25 percent - under 25

- 44 percent - 25-50

- 31 percent - over 50

The events are usually conducted by a professional makeup artist and features brands such as Cover Girl, Wet n Wild and Neutrogena in mass drug, food or merchandise stores.

Markwins Company hired Cosmetic Promotions to do more than 500 in-store events during this period on their Wet n Wild and Black Radiance brands and to introduce their new Beauty Benefits Brand. At a recent Beauty Benefits event, sales averaged three pieces per hour with a closure rate of 150 percent. The closure rate is figured by dividing the number of sales by the number of makeovers performed. Eighty-two percent of the customers had never tried or heard of the brand prior to the event and the company is happy with the results.

At a recent Neutrogena Cosmetic event held in Meijer stores, sales were almost six pieces per hour with a 277 percent closure rate. Of the 67 percent who had never tried Neutrogena, more than two-thirds made a purchase during the event.