Trialling is believing

摘要

It comes as no surprise to us that IPC SouthBank's new research project Investing in Beauty* confirms that free samples are absolutely crucial in successfully marketing premium beauty products.According to IPC's research,95% of women like to sample beauty products before they buy them.The research identified the changing marketing tactics employed by the beauty business in promoting products.Traditionally,magazines have always been regarded as the home of premium beauty advertising and IPC sought to discover the most effective way of reaching the consumer.Using both qualitative and quantitative research techniques,three key stages in the purchasing decision making process were identified: