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Arcade Beauty launches Abeo digital sampling initiative in Europe

Katie Nichol

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Arcade Beauty launches Abeo digital sampling initiative in Europe

Arcade Beauty’s Abeo platform leverages social media to make it easier for brands to get product samples into the hands of consumers.

Abeo, the digital department created by beauty samples specialist Arcade Beauty and launched in the US last year, is described as a “digital solution to connect sampling innovation with audience activation.” And in the current context of retail store closures, with reopening subject to health and safety conditions, Arcade Beauty is highlighting the platform’s ability to help brands identify and boost connections with the end consumer via social networks.

The platform targets potential consumers through social media in-feed ad content, allowing them to select a sample to be sent directly to their door. Beauty brands can customize their campaigns by including features such as a shade finder (for color cosmetics), a skincare or fragrance quiz and in-store pickup.

Abeo handles the fulfillment process, including sourcing the samples’ packaging and delivering the sample to the consumer. (However, Arcade Beauty notes that samples can also come from third-party suppliers.) The service can also include a forum allowing for a conversation between brands and their consumers as well as providing an easy path to purchase for the full-sized product.

The platform is designed to give brands a closer look at their consumer demographic. Throughout the campaign, Abeo gathers data on the consumer and also tracks the campaign’s ROI. As brands own the data collected, they can more effectively build CRM activities and target future customers.

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