Bert Co Series: Do Tactile Finishes Increase Sales?

By Suzan Kerston.

Does adding a tactile finish really influence a shopper’s decisions? A recent study indicates it does. A study used a mock $50 skin care product to test beauty shoppers purchase preferences. The participants were asked a series of questions around where they buy their skincare products and at what price point.

  • 81% of respondents said they pick up the package when evaluating a new beauty product before purchasing.
  • 56% of respondents said they agreed that high quality beauty/cosmetic products have fashionably decorative, expensive packaging.
  • 46% of respondents said they agreed that they assume that fashionably decorative, expensive packaging is an indication of quality and expect to pay more for the product.

Gift sets in any category are a natural place to add texture as they often have large areas that don’t need lots of type, so that the texture can really stand out and beg to be picked up at retail.

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