Beauty Buyers: More Samples and Social, Please

  • January 6, 2012

When it comes to buying beauty products, women are increasingly skeptical, and want more free samples, social interaction and peer reviews, according to a new report from Total Beauty Media Group, a Santa Monica, Calif.-based digital publisher, which owns such sites as TotalBeauty.com, BeautyRiot.com, LimeLife.com and ModernMan.com. With an estimated 3,000 new products a year, with 80% sold in mass channels that provide little guidance, the study finds the women it surveyed devote an average of 20 minutes to online research before purchase. Given a promo code or coupon, 74% are willing to try a new brand, and 61% will switch loyalties. And after trying or sampling, 84% will recommend a brand, 80% will talk about it, and 32% will buy it.

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