The Impact of Fragrance Samples on the Purchase Act: Results from the First Consumer Study

Samples with a dispensing system is a springboard for sales every time A study was conducted and has confirmed the fact that samples with a dispensing system (spray for Sofilux and applicator for Sof’n’Touch) plays a key role in the purchasing decision.

27/10/06 Samples with a dispensing system is a springboard for sales every time. A study was conducted and has confirmed the fact that samples with a dispensing system (spray for Sofilux and applicator for Sof’n’Touch) plays a key role in the purchasing decision.

• The dispensing system ensures a perfect carbon copy of the fragrance's olfactive experience
• The dispensing system is more convenient, more stylish and more original compared with a vial.

Samples with a dispensing system is an investment that pays

The return on investment with promotion campaigns supported by these samples is undeniable and are based on several factors:

• They unquestionably attract shoppers' attention:
16 times more than with a Sofilux and 6 times more than with a Sof’n’Touch compared with a vial.
• They are excellent vectors for testing a new fragrance:
18 times more than with a Sofilux and 7 times more than with a Sof’n’Touch compared with a vial.

"Investing in a quality product is economically attractive and helps to improve return on investment, ” explained Olivier Aron from Cabinet Rosae.

With convenience, originality and elegance, these products are upholders of the top-end positioning for the brands they represent.

70% of the women questioned preferred Sofilux, 26% Sof’n’Touch and only 4% a vial.

Choosing the right sample format is a token of success for every advertising campaign.
 
Qualitative results: the three most striking qualifiers used for each sample by consumers:

A vial is considered
Inconvenient (35%)
Delivers too much perfume (18%)
Unsightly (13%)

Sof’n’Touch is considered
Original (28%)
Stylish (23%)
Convenient (13%)

Sofilux is considered
Convenient (67%)
Spray (33%)
Easy to use (13%)

Sofilux: the sample king

Sofilux has great recruiting potential and is the safest bet of all samples. It is easy to use, high on quality and its main asset is the sample's exceptional convenience. It has excellent spray quality, perfect air-tightness, smooth and pleasant end-use to ensure that the consumer gets the same olfactive experience as with the sales product. The Sofilux sample is the guaranteed way to reach a very wide audience.

The four most frequently mentioned qualifiers are: convenience, spray, easy to use and elegant.

Sof’n’Touch: a new application technique in the world of fragrance samples

Sof’n’Touch samples with applicators are much more appreciated by women for their originality and stylish looks. They can perfectly control the amount of perfume that is applied to the skin.  The very sensual Sof’n’Touch is a throw-back to the perfuming routine of earlier days. In women's mindsets, this perfuming "massage" is part of an upscale product world. The Sof’n’Touch sample is original, elegant, and competitively priced. 

The four most frequently mentioned qualifiers are: original, elegant, convenience and shape.

Principle behind the study

The study conducted by Rexam Dispensing Systems and Cabinet ROSAE (specializing in consumer research for perfumes) is the first of its kind. It was held in the form of one-on-one interviews and set out to compare the impact of three different and well-known forms of sampling on the purchase act.
  
• Sofilux (spray sample)
• Sof’n’Touch (a new sample with applicator)
• The vial (sample with a simple stopper).

The study was conducted in September 2006 in Paris in the district of the Galeries Lafayette department store with 120 women between the ages of 16 and 50.

The study focused on both qualitative and quantitative results.

Pictures and complete press kits (French and English) available in “Trade events” section on www.rexam.com