Beauty brands on the hunt for Millennial consumers should focus in on sampling.

Beauty brands on the hunt for Millennial consumers should focus in on sampling. According to L2’s Beauty Sampling report, 30% of beauty enthusiasts chose sampling as their top reason to purchase a product. Sephora, which is built around the “try-before-you-buy” mentality and gives out far more samples than competitors like Nordstrom, reports the majority of visitors to their site are under 35-years-old. Heritage brands like Estée Lauder may be “under-leveraging” the sampling opportunity, even as they try to reach young consumers. (The Daily)