Cosmetic Promotions shares secrets for successful product launch

Cosmetic Promotions, a full-service marketing and advertising company that only handles beauty brands in mass retail, is divulging advice on how smaller brands can enter an already booming market. The Orlando, Fla.-based company issued four rules in an infographic, found here, that it believes will help a brand launch its product successfully.

The first rule of thumb issued is understanding the market. The company states that American families buy the same 150 items repeatedly, and the quickest way to persuade them to purchase a product is by adding it to their list through a trial, as 25% of consumers buy a product after sampling and 50% plan to buy it in the future.

Letting consumers try on the product before purchasing is the second rule to follow. Cosmetic Promotions states that 89% of first-time purchases are typically made after a trial or sample.

Using multiple media channels to reach the intended audience is the third rule. Print, online ads, email blasts, sweepstakes and signage in addition to in-store promotions will get the message across to consumers.

Finally, the company urges the importance of training a sales force. Turns out that 70% of customers want interaction with a sales associate before buying an item and 40% actually end up buying the product after receiving assistance.  

“We love helping our client’s brands stand out in this competitive space,” Cosmetic Promotions CEO and founder Joann Marks said. “With chains relying more and more on digital interaction, our programs to delight consumers are essential to building a new brand.”

Aside from offering advice, the company also provides assistance to brands by having its own in-house agency with more than 8,000 beauty experts. From professional makeup artists to cosmetologists, estheticians and hair and nail specialists, the company offers these services to clients looking to provide beauty makeovers or consultations to consumers. 

Cosmetic Promotions provided these services to the Yes to brand back in 2007, when first launching in the United States The marketing service set up carrot juice bars in stores and created kits for in-store beauty consultants that allowed for interaction with customers. This initiative led to the Yes to brand becoming a featured line in Walgreens locations throughout the nation — a relationship that continues to this day.

This year, the company performed in-store demonstrations with newer brands such, as Toppik, Eva NYC and Perfekt, and provided interactive sampling kits for Dessange Hair, Le Petit Marseillais and MD Complete.