The CosPro professional demonstrators promoted L’Oreals hair products and provided FREE color consultations at 15 Rite Aid locations during July. The Everpure line and Feria Hair Color were the center of attention during this promotion which was sponsored by Lucky Magazine.  The event resulted in 761 products sales; averaging 15.5 pieces sold PER STORE! For every 10 demonstrations, 8 products were sold. There were also 2,500 samples of Everpure distributed which will result in future sales once the customer try this sulfate-free line.  Many customers were also thrilled with the color consultations done learning what color is right for them, over 900 consults were performed. 

CosPro Agency executed another incredibly successful event!  Our professional makeup artists promoted Maybelline’s Color Sensational Lip Color and the Pulse Perfection Mascara wand in 479 CVS stores nationwide over the last two weekends in September! 44% of the customers that received the demonstration had not tried either of these products – so this provided great product awareness. And the CVS customer appreciated being able to test the products.

The event resulted in over 5,100 sales — averaging 10.5 pieces of product sold at each store in just 4 hours!  For every makeover performed, the makeup artists at least one product and we averaged 125% closure rate!

Cosmetic Promotions, a National marketing and promotion company, completed a 6 month customer response survey on in-store demonstrations. The survey was conducted during several events in various retailers between 4^th Quarter 2008 and 1^st quarter 2009.

Of the almost 3000 people surveyed,

• 60% had never tried any of the products demonstrated before
• 35% intended to purchase immediately based on the demonstration, another 56% intended to purchase later (less than 9% had no purchase intent)
• 96% would like more of the same event at that store

The age group breakdown was as follows:

• 25% - under 25
• 44% - 25-50
• 31% - over 50

The events are usually conducted by a professional makeup artist and features brands such as Cover Girl, Wet n Wild and Neutrogena in mass drug, food or merchandiser stores.  Markwins Company hired Cosmetic Promotions to do over 500 in-store events during this period on their Wet n Wild and Black Radiance brands and to introduce their new Beauty Benefits Brand. At a recent Beauty Benefits event, sales average 3 pieces per hour with a closure rate of 150%. The closure rate is figured by dividing the number of sales by the number of makeovers performed. 82% if the customers had never tried or heard of the brand prior to the event and the company is happy with the results.

At a recent Neutrogena Cosmetic event held in Meijer’s stores, sales were almost 6 pieces per hour with a 277% closure rate. Of the 67% who had never tried Neutrogena, more than 2/3rds made a purchase during the event.

To further encourage customers to stop and participate, these events usually include a drawing for a Beauty Basket. Customers can also opt in to be notified of future events by checking that box on the entry forms, so these events also provide a valuable mailing list for the customer. In addition, the makeup artists take time to train the store associates on the brands so sales continue even after the event is over.

For more information on how you can benefit from such an event, contact Kristin Bocox with the CosPro Agency at 877-326-7776 or kristin@cosmeticpromotions.com.

Having fun in the Walgreen’s beauty department is not just restricted to us non-celebrities. Popular daytime talk show host Bonnie Hunt devoted an entire segment of her show to her love of shopping at Walgreens for her cosmetics. “You know that I talk about going to Walgreens all the time to get my makeup…And I’ve been doing that since I was a teenager…And I still go there, I still get my CoverGirl and stuff”.

On the show she took her friend Holly with her flip video so she could see how fun it was to shop at Walgreens, and they happened to go on their Saturdate weekend, which is a Saturday that Walgreens devotes every month to beauty. Beauty advisors teach customers about products and treat them to samples and coupons. The video was hilarious and Sally, the Walgreens beauty advisor on duty good naturedly entertained all of their questions.

At that same store (and 200 other top Walgreen’s stores), there is going to be a big event for Coty Fragrances in celebration of Mother’s Day. On May 9^th and 23^rd  a demonstrator will be there distributing samples and spritzing customers with the new Halle Berry Fragrance as well as Celine, and Nautica Bermuda Blue. Customers can sign up to win a great Fragrance Basket at each store and there is also a gift with purchase opportunity. Customers  can also enter to win a $50 Walgreens gift card from the Bonnie Hunt Show at http://www.bonniehunt.com/walgreens/.

This article was written by Kristen Jason at Cosmetic Promotions. For more information on Cosmetic Promotions, please check out their website www.cosproagency.com or contact Kristen direct at kcopeland@cosmeticpromotions.com.