Product samples: Small packaging, big problem

Whether in a perfumery, at a doctor's appointment or as a free insert in an online shop - product samples are widespread. They are intended to tempt customers to try them out and raise brand awareness. What seems practical and tempting, however, has a downside: the tiny packaging harbours considerable environmental problems and is an example of unnecessary resource consumption.

Marketing trick with consequences

Samples have only one aim: to publicise products and create incentives to buy. These are often small tubes, sachets or bottles containing just a few millilitres - often too little for a real assessment of effectiveness. After a single use, they end up in the rubbish. This results in huge quantities of short-lived packaging waste, the ecological benefits of which are questionable.

Resource guzzler in miniature

The production of very small packaging is not efficient:

• More material per millilitre of content: Mini packaging uses proportionally more plastic or aluminium than standard sizes.
• Poor recycling: Tiny films or mixed materials can hardly be separated in the waste stream.
• High transport emissions: Millions of samples are shipped, often without any chance of meaningful further utilisation.

Environmental impact of additives

Not only the packaging, but also the contents themselves are often problematic. Many samples contain the same critical ingredients as large cosmetics packaging: Microplastics, PFAS, silicones or controversial preservatives. As they are distributed on a massive scale, these substances also end up in circulation on a massive scale - with further entry into the environment and wastewater.

The psychological trap

Small free portions tempt people to try out products indiscriminately. Samples are often not used at all, but carelessly disposed of. This results in waste and chemical pollution - without ever having fulfilled a benefit. Nevertheless, they are successful for companies: they increase sales and brand loyalty, while the environment bears the consequences.

Scientific findings and figures

A recent study by the Working Group on Sustainability in Dermatology (AGN) in collaboration with the engineering firm C. E. Schweig has analysed the environmental impact of dermatological product samples. This involved analysing the CO₂ and water consumption of 43 different skin care samples.

Results show that the production of packaging for just 10 million samples consumes around 880 million litres of industrial water - enough to supply a village with 1,000 inhabitants for 17 years. The packaging also releases around 8,000 tonnes of CO₂, which is equivalent to the emissions of 26 flights between Hamburg and Munich. Furthermore, the distribution of samples generates 2,300 tonnes of packaging waste every year, which is equivalent to the weight of 575 medium-sized elephants.

The study also warns that the distribution of product samples jeopardises the climate goals of the healthcare sector, in particular the goal of climate neutrality by 2030. It therefore appeals to doctors' surgeries, pharmacies and consumers to refrain from accepting and distributing such samples.

Are there alternatives?

Some manufacturers are beginning to rethink:

• Refillable or reusable sample packaging could be one step.
• Digital product information instead of physical give-aways avoids material consumption.
• Test stations in the shop allow you to try things out without disposable waste.

So far, however, most brands have continued to rely on disposable samples.

What consumers can do

• Deliberately refuse free samples if they are not really needed.
• Ask manufacturers and retailers for environmentally friendly alternatives.
• Use your own small containers if products are to be tested or transported while travelling.

Conclusion

At first glance, product coupons appear harmless - but in their masses they are an enormous burden on the environment and climate. They stand for consumer behaviour that places short-term purchasing incentives above sustainability. Fewer samples not only save waste, but also increase the appreciation of products.

Source:

Niebel, D., Schweig, C., Luhmann, E. et al. Greenhouse gas equivalents and water consumption by dermatological product sample packaging. Dermatology 75, 711-720 (2024). https://doi.org/10.1007/s00105-024-05392-x