influenced by in-store cosmetic demos," adds Kat Fay. "Demos show a product in action, teach shoppers how to properly use an item and allow them to ask pertinent questions. Retailers say demos always spur sales." For those who don't purchase private label color cosmetics, nearly half (49%) say they are happy with their brand name product and have no desire to try anything new, 32% say they never thought to try something else and 18% fear that store brands use cheap or inferior ingredients. This offers an opportunity for marketers to educate consumers on the quality of their products and ingredients.