What are some daily necessities for the average person? Beauty and personal care products. This category is integral to grooming, hygiene, and overall appearance, whether in skin care, hair care, or something else.
CPG brands in the beauty and personal care products market are well-positioned to find success as consumer trends are shaping out to be positive. In the United States alone, the category’s projected revenue is $150.7 million by 2030, growing annually at a rate of 7.4% from 2023 forward.
With such large market potential, it’s important for CPG brands to be able to stand out from their competition when generating awareness and driving retail sales about their personal care products. One of their strongest marketing tactics is omnichannel product sampling.
Omnichannel product sampling works out for CPG brands targeting gym goers
The introduction of (and demand for) vegan, organic, and non-toxic products among personal care and beauty items has created a natural growth area for CPG brands. While the overall category has allure for people in all demographics, there is a strong appeal for these particular types of products among health-conscious consumers.
Where are brands likely to find those types of customers? In gyms and fitness studios. And where can they find gyms and fitness studios ready to support marketing efforts? In Recess’s partner network.
Our data-driven approach powered by our robust software platform lets us identify the target audience by their shopping behavior and pinpoint partner locations where we’ll most likely find those consumers.
Check out how these three personal care brands we supported really nailed omnichannel product sampling in gyms and fitness studios.
Hero Cosmetics flexes its Mighty Patch product prowess through sampling at gyms
Consumers who are keen on examining the ingredients of their personal care products would be pleased to find that ingredients also matter for Hero Cosmetics. They restrict 2,400+ common ingredients that cause irritation to better reveal the hero within their customers, which our fitness enthusiast sampling participants absolutely loved.
We partnered with fitness studios of all types, from niche-focused ones like Barre3 to more standard gyms, to sample their flagship Mighty Patch and entice potential consumers to add the blemish-saving product to their must-have grooming and beauty kits.
Our strong network of fitness studios and gyms helped turn the brand activation events into community building moments as their members of all ages gathered to learn more and take home high-quality samples they could be excited about.
OxiClean samples lift the weight off of household personal care for gym members
Strategic brand activations in places of need are extremely successful. We saw that with the various OxiClean campaigns run in fitness studios. After all, where there’s sweat, there’s cleaning to be done.
When working with 5 partnered fitness studios to distribute overwrapped samples and promotional cards of Max Force, we reached more than 27,000 people. Many also contributed consumer insights via a paired survey and shared positive feedback, especially since the samples were simple to apply.
For their Liquid Odor Eliminator product, we distributed 80,000 samples with promotional cards through partnering with 28 fitness studios. They were a hit with fitness enthusiasts who appreciated getting something to help with post-workout laundry. This activation went even further through multiple social media posts and emails as helpful follow-up reminders to community members.
Fitness enthusiasts reach their personal best with SGX NYC sampling
For personal care brands, sampling a smaller-sized product does not always win over potential consumers at activation events. That’s why SGX NYC’s omnichannel product sampling campaign went full-sized.
We distributed 15,000 bottles of dry shampoo and men’s fiber cream well by leveraging the 20 venues’ social media networks and on-site signage. Their members were enticed by sampling on location and engaging social posts.
Those who got samples in person enjoyed the convenience of being able to use them right away to freshen up post-workout. Many tried out the dry shampoo on site, and others fit the full-sized products easily in their gym bags. Our partners let us know that a memorable number of members came back to see if there were other products by the brand that the staff would recommend. That’s quite the impression!
Need a partner who can do the heavy lifting for product sampling campaigns?
Recess can support. With more than 15,000 opportunities for sampling which you can filter by consumer demographic, customer behavior, location, proximity to retailer, Recess can support unique brand activation and sampling event execution in turnkey, measurable, and scalable ways. Talk to a Recess expert to learn more.
