Request samples at a Kiehl's store (where the selection is usually larger) or a Kiehl's counter in a department store.

CNN: 23 surprising things you can get for free

Richard Hyman of Verdict Research, a retail research company, says that people will desert traditional shopping streets in favour of the rain-and car-free walkways of malls if city centres have no obvious counter-attractions such as a big department store.

ECONOMIST: Shopping

Sexier, but in no less a commodity category, Sephora took on both the over-the-counter department store cosmetic brands and the under-wraps drug store brands and created an open-sell environment as its distinguishing brand factor.

FORBES: Marketers should make a statement and make it stick.