Ask any marketer and he moans that the advertisements which were once very powerful, are not powerful anymore. They will tell you that they are spending more and more money on reaching out to their consumers. They have to. Given the media fragmentation, it is simply impossible to predict where one’s consumer is going to be at any given point in time. The consumer may be watching television. She may be browsing on the net. She may be buying her groceries in the supermarket. She may be relaxing on the beach. She may be traveling, listening to music in her car. She may be doing a thousand different things.

Even if you manage to reach out to the consumer, you may not be able to catch her attention. There are a thousand different ads screaming at her for her attention. How do you ever break through the clutter? It is very difficult. So, irrespective of how much you spend, nothing seems to be happening to your brand.

However, one thing seems to work as well as ever before. And, that is sampling. You just sample your products. Then, the power of the products takes over. This works especially when there are makeup and cosmetics samples are involved.