Glow Recipe launched its first-ever digital sampling program and it gives fans the opportunity to try one of its newest products in the form of a top-secret lab sample. For a limited time, Glow Recipe gave out 10-milliliter samples of its new launch with online orders over $50. To create even more community on social media, Glow Recipe also created a private group on Instagram called the Glow Gang.
Although Glow Recipe is known for its aesthetically pleasing packaging, this sampling program gives consumers the chance to experience the product first and foremost by itself.
As it's become increasingly challenging for brands to reach consumers through traditional channels—especially those that rely on retail models—even brands with a solid digital presence are looking to engage consumers in new ways.
Cosmetic Sampling Programs
Glow Recipe is Inviting Consumers to Try Its Newest Lab Sample
Trend Themes
1. Digital Sampling Programs - Brands can leverage digital sampling programs like Glow Recipe to engage their audience and provide a first-hand experience of their products.
2. Community Building on Social Media - Brands can create private groups on social media platforms to provide exclusive content and connect with their audience, as seen with Glow Recipe's 'Glow Gang.'
3. Direct-to-consumer Marketing - Brands can launch programs that eliminate the need for retail channels, as Glow Recipe has done by giving out new product samples with online orders over $50.
Industry Implications
1. Beauty and Skincare - Brands in the beauty and skincare industry can leverage digital sampling programs like Glow Recipe's to create a direct connection with their consumers.
2. E-commerce - The success of Glow Recipe's online sampling program highlights opportunities for e-commerce businesses to capitalize on direct-to-consumer marketing strategies.
3. Social Media Marketing - Glow Recipe's 'Glow Gang' Instagram group demonstrates how social media marketing can be used to build communities around a brand and foster brand loyalty.