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Sample Packaging : Sizing Up Sample Packages

Hearty Samplers

This past fall saw one of the largest fragrance launches ever: Calvin Klein Cosmetics introduced Crave, its new scent for young men, with powerful TV, print, and Internet promotions. It also decided to use a powerful sampler--a spray vial with about 35­40 sprays per package. "Spray-vial samples become coveted by consumers and are used multiple times," says Dennis Desrochers, vice president of sales and marketing for Rexam Dispensing Systems (Purchase, NY), which supplied the pump and vial for the spray. "When a consumer wears a fragrance and it is noticed by a friend or colleague who says, 'What's that new fragrance you're wearing--I like it,' the consumer is hooked and likely to return to the store to purchase the product. With a multiple-use sampler, we significantly expand the opportunities for that kind of fragrance experience to occur." Some distributors are beginning to demand spray vials as part of the launch because they do turn into sales, he adds.

Rexam partnered with Unilever Cosmetics International (UCI), Calvin Klein Cosmetics' distributor, and proposed a complete sampling package (pump, vial, card, and filling). The 2-ml Sofilux spray package uses Rexam's SP5 fragrance pump on a glass vial, assembled onto a card. Rexam also offers other multiple-dose samplers, like the Sof'flag and Sof'press. The Sof'flag, for instance, offers 20­40 sprays per vial.

Finding an effective sampling method at a very low unit price was important to Unilever. "To help stretch the marketing promotional budget with the most samples possible, Rexam and UCI developed a complete sampling system that includes the spray vial and printed card. It had a very low unit cost," Desrochers says.

Origins also provides multiple-dose samplers for its creams and cleansers. For its latest skin-care product, Make A Difference skin-rejuvenating treatment, the firm selected a small jar with an expanded-content label and a die-cut card circling the jar. Printing in Origins' trademark colors and fonts, the card includes extensive marketing and product information, tempting consumers to purchase the retail size.

Suppliers offer a number of multiple-dose samplers that can give consumers more than a sniff of a new product. For instance, Xela Pack Inc. (Saline, MI) provides a complete line of sample packages called PaperBottles. All are equipped with a unique self-closing orifice that makes them ideal for multi-dose sampling.

A recent project for Xela Pack was packaging samples of new Joan Rivers Results Skin Care products. Sleek & Firm Neck/Décolleté Cream was packaged in 15-ml Xela Pack PaperBottles. Daily Improvement Treatment Formula and Nightly Improvement Treatment Formula were both packaged in 5-ml Xela Pack PaperBottles.

Sara Litwin, marketing/operations/traffic manager for Joan Rivers, says, "We liked the look and feel of the Xela Pack PaperBottle because it is more substantial than many other types of sample packages and conveys a greater sense of worth. It was important that our sample allow consumers to try the products multiple times to fully experience their benefits. The combination of the multidose capabilities along with the attractive look and feel of the package made the Xela Pack Paper-Bottle perfect for our sampling promotions."

Last year Fenton, Weber & Jones Packaging (FWJ; Getzville, NY) introduced the Vial, a pocket-sized vial that holds 20 ml of fluids, lotions, powders, or glitters. "The compact vial is ideal for sample packaging, and its round bottom invites consumers to put it in purses or pockets after each use, so it won't be set down and forgotten," says FWJ's marketing manager Theresa LeClerc. First introduced with a spray applicator or a screw-top cap, the Vial is now also available as the Dab-o-Matic Vial. This version has an applicator that controls product flow to targeted areas. LeClerc reports that it is currently being considered for a body moisturizer.

Valois's Clic-and-Dream also sprays more than one fragrance dose. Holding 0.25 ml in a blister pack enveloped by paperboard, the package enables consumers to dispense up to four sprays of fragrance. After consumers fold down and remove the blister's top, they press the blister between fingers and the fragrance mixes with air, moves through a porous filter and nozzle, and exits through the top as a fine spray. Valois can produce the entire package, including filling and printing on the thermoformed paperboard shell.

And even unit-dose packages can be used to give potential customers more than one sample. Jim Gabilanes, vice president of sales for Flexpaq Corp. (South Plainfield, NJ), says that his firm creates flexible sample packs designed to hold a one-week supply, sometimes with graphics that label each dose with Day One, Day Two, etc. "A face cream may need a week's time to convince a customer of its benefits," he explains. "Multiple-day samplers are useful for luxury products, especially those that cost $50 or more."

Flexpaq's most recent sample package is the Stickpaq, a flexible package capable of high fill weights, from 1 ml to virtually any manageable size. Featuring a spout-like dispenser with an easy-open feature, it can be produced with high-barrier properties and in various laminates. Several can even be strung together on a cord for a creative multiple-use sample. Gabilanes reports that the Stickpaq will be used for two new creams and lotions to be launched in 2003. In addition, the firm offers packettes, which can be produced as triple, quadruple, or quintuple packs with microperforations between doses.

Family Gatherings

Another way to encourage new product purchases is to package samples of different products together. Not only can companies promote a whole product line for a particular regimen, say for skin or hair care, but they can cross-promote new products with existing ones.

According to Roberta Weiss, vice president of marketing worldwide for Origins, the firm "uses multiple-dose sample packaging in order to customize and personalize samples for our customers. By using multiple-dose packaging, we have virtually an unlimited array of samples we can offer our customers, and then they are able to try products that meet their needs."

Flexpaq's Gabilanes says that Flexpaq often produces samples with three different products in one package. "We have placed a cleanser, toner, and a moisturizer all in one sample package."

Skin products have been packaged as a kit using high-quality printed laminations from Glenroy Inc. "Dermatologists, for example, will give patients multipack kits that include a deep-pore foaming cleanser, clarifying astringent, scrub, and skin moisturizer," explains Gary Bobko, Glenroy's vice president of sales and marketing. "Patients can then use the products in the recommended sequence."

One creative coupling comes from Riviera Concepts Inc., creator, marketer, and distributor of designer fragrances. The firm recently used Arcade Marketing's LiquaTouch scent sampler in a dual-chambered pouch for trials of Alfred Sung's Hei (for men) and Shi (for women). LiquaTouch hermetically seals a waffle-weave fabric saturated with alcohol-formulated fragrance in a peel-apart package. "So many companies have lines for men and women," says Arcade's Wendy D'Amico, "and this dual package will help them market both lines." Adds William Fox, Arcade's chairman and CEO: "With the dual-sample package, we can offer marketers double the visibility, double the impact, and double the value."

Memorable Multiples

When designing a sample package, companies must thoroughly research target audiences to find the best way to capture their attention and convince them to purchase. Part of this research, Gabilanes says, is to determine how much sample product is needed to show how the retail product works.

Howard Thau, president of Sonic Packaging (Westwood, NJ), adds that multidose sample packages must be easy to use, have sufficient billboard space for instructions and graphics, be shelf-stable packages, and tie in with the retail packages.

For some lines, a multiple-dose or multiple-product sampler may be needed. As Rexam's Desrochers suggests, a multiuse sampler builds familiarity and encourages brand loyalty.

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