Creating Buy X Get X Promotions for New Product Launches

Cosmetics companies launching new product lines face a common challenge: how to encourage customers to try unfamiliar formulations without discounting the new products and diminishing their perceived value. A strategic solution is to offer free sample-sized products from the new line when customers purchase any full-sized item from the collection. This approach allows customers to experience more products from the new line risk-free, increasing the likelihood of future purchases.

Standard Shopify discounts don't support these tag-based cross-product promotions, but with the Sway Functions Generator, you can create sophisticated "Buy X Get X" rules that drive sampling of new collections.

The Business Case for New Collection Sampling Promotions

Step-by-Step Implementation

1. Access the Discount Functions Section

1. From your Shopify admin, open the Sway Functions Generator app
2. Click on "Functions" in the main navigation
3. Select the "Discounts" tab

2. Create a New Buy X Get X Discounted Function

1. Click "Create function"
2. From the modal, select "Buy X Get X Discounted"
3. You'll be taken to the function editor

3. Configure Basic Settings

1. Enter a descriptive campaign name (e.g., "New Collection Launch: Free Sample")
2. Select the discount class (typically "Automatic Discount")
3. Set the qualifier behavior to "Discount if all qualify"

4. Define Your "Buy X" Products

This is where you'll specify which products trigger the free sample:

1. Under "Buy X Products," select "Product Tags" as the qualifier type
2. Add your new collection tag (e.g., "new-collection", "spring-launch")
3. Set minimum quantity to 1
4. You can add price minimums if you want to exclude very low-priced items

5. Configure Your "Get X" Sample Products

Here's where you define which sample products can be received for free:

1. Under "Get X Products," select "Product Tags" as the selector type
2. Add your sample product tag (e.g., "sample-size", "mini-size")
3. Also add your new collection tag to ensure only samples from the new line are eligible
4. Set the quantity eligible for discount (typically 1)
5. Choose "100% Discount" to make the sample free

6. Set Discount Application Rules

For sample promotions:

1. Under "Discount Application," select "Apply to lowest priced eligible item"
2. This ensures that if multiple sample products are in the cart, only one receives the discount

7. Configure Discount Settings

1. Set appropriate start and end dates to align with your product launch timeline
2. Consider setting a maximum discount amount to protect against price discrepancies

8. Save and Test

1. Save your function
2. Test thoroughly by adding various combinations of full-size and sample products

Advanced Configuration Options

Multi-Sample Promotions

For more generous sampling:

1. Adjust the "Get X" quantity to allow multiple free samples
2. For example:
   • Buy 1 full-size new collection item, get 1 sample free
   • Buy 2 full-size new collection items, get 2 samples free
   • Buy 3+ full-size new collection items, get 3 samples free

Tiered Sampling by Spend

For spend-based sampling incentives:

1. Add a cart total qualifier in addition to the product tag qualifier
2. Create separate functions with different spending thresholds
3. For example:
   • Spend $50 on new collection, get 1 sample free
   • Spend $100 on new collection, get 2 samples free
   • Spend $150 on new collection, get 3 samples free

Limited-Time Enhanced Sampling

For launch events:

1. Create a special time-limited version for your launch period
2. Offer more generous sampling during the first week
3. For example: "Launch Week Special: Buy any new collection product, get TWO samples free!"

Implementation Example: Cosmetics Launch Sampling

Here's a real-world example from a premium skincare brand:

1. New Line Launch Strategy:

   • The Qualifying Purchase:

     • Any full-size product from the "Glow Collection" (tagged with "glow-collection")
     • Minimum purchase price: $45
     • Launch period: Six weeks from collection release

   • The Free Sample:

     • Sample sizes from the same "Glow Collection" (tagged with both "sample-size" and "glow-collection")
     • 100% discount on one sample
     • Message: "Experience more of our Glow Collection with a free sample!"

   • VIP Customer Enhancement:

     • For VIP customers (identified by customer tag)
     • Two free samples instead of one
     • Message: "VIP Exclusive: Enjoy TWO free Glow Collection samples!"

Merchandising Your Sample Promotions

To maximize the effectiveness of your new collection sampling:

1. Create a Launch Collection Page - Design a special page highlighting both full-size and sample products
2. Use Sample Imagery - Show the sample sizes so customers know what to expect
3. Add Sample Selection Guidance - Help customers choose the most appropriate samples for their skin/needs
4. Highlight "Try Before You Buy" Messaging - Emphasize the low-risk way to experience more products
5. Include Future Purchase Incentives - Add "love the sample? come back for the full size" messaging

Real Results: Cosmetics Brand Case Study

A prestige cosmetics brand implemented new collection sampling with these results:

• 43% of customers who received a free sample returned to purchase that product in full size
• 38% increase in average order value during the launch period
• 56% of launch customers added the free sample to their cart when offered
• 22% higher overall conversion rate compared to previous launches without sampling

Measuring Success

To evaluate the effectiveness of your new collection sampling, monitor these metrics:

• Sample Attachment Rate - What percentage of eligible customers add the free sample?
• Sample-to-Full-Size Conversion - How many customers who receive samples later purchase the full size?
• Launch Period AOV - How has the typical cart value changed with sample promotion?
• Collection Discovery Breadth - Are customers exploring more products from the new line?

Common Issues and Solutions

| Issue | Solution | |-------|----------| | Samples not appearing as free | Double-check tag configuration and test thoroughly | | Customers not seeing sample options | Add clearer call-to-action about sample eligibility | | Sample inventory management challenges | Set appropriate inventory alerts for sample products | | Customers confused about sample eligibility | Create visual indicators of qualifying products |

Next Steps

Ready to implement new collection sampling for your cosmetics brand? Start by:

1. Creating appropriate sample-sized versions of your new collection products
2. Implementing a consistent tagging strategy for both full-size and sample products
3. Determining the right balance of sampling generosity and profit protection
4. Setting up your Buy X Get X Discounted function
5. Developing product page and cart messaging to highlight the sampling opportunity

For personalized assistance with your product launch sampling strategy, book a consultation with our team.