In-Store Cosmetic Demos Raise Brand Awareness

By Yana Polikarpov

Results of a customer response survey show that in-store beauty demonstrations, a tried-and-true retail technique, are a hit with consumers.

The survey was conducted by national marketing company Cosmetic Promotions, Goldenrod, Fla., between fourth quarter 2008 and first quarter 2009 at a series of events at various retailers. More than 3,000 consumers were surveyed at live demonstrations conducted by makeup artists at mass food, drug and merchandiser stores.

Ninety-six percent of respondents said they would like more of the same event at that store. Sixty percent never tried any of the demonstrated products before. Thirty-five percent expressed an intent to purchase immediately based on the demonstration, and 56 percent would purchase at a later time, with only nine percent having no purchase intent. The respondent’s age group breakdown was 25 percent under 25, 44 percent 25-50 and 31 percent over 50. Read article.