A beauty company sends samples of its new lip balm to members of its loyalty program and to online beauty bloggers - HSC - SSCE Business Studies - Question 13 - 2016 - Paper 1

The company is employing strategies related to relationship marketing and opinion leaders, making option (D) the correct choice.

1. Relationship Marketing: By sending samples to members of its loyalty program, the company is fostering strong connections with its existing customers. This kind of marketing focuses on building long-term relationships which can lead to customer retention and increased loyalty.

2. Opinion Leaders: The targeted approach to online beauty bloggers showcases the company’s intent to leverage opinion leaders in the beauty industry. Bloggers often influence consumer behavior through their reviews and recommendations, thereby enhancing the brand's visibility and credibility among potential customers.

In summary, the combination of nurturing relationships with loyal customers and reaching out to influential bloggers points to a strategy centered on relationship marketing and utilizing opinion leaders for brand promotion.