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s s Glossybox (top) now operates in 10 markets and claims to have more than 200,000 subscribers. Sephora meanwhile, entered the beauty box category with its Play! By Sephora box (right) this fall in the US result of participating in beauty boxes, but they tips that consumers can access easily and quickly a lot of competition, but no one is doing what also gain important feedback from consumers. should be guaranteed. we’re doing—they’re just sending samples in a “[Consumer feedback] is invaluable to brands The need to offer better and different services box,” says Beauchamp. launching new products and testing new ideas, could see more segmentation in the market. and a big motivation for them to partner with There are already boxes for men, for Korean Quality, quantity and junk us,” says Nailbox.co.uk’s Whitmore. Maddi products or nail items, but this could go further There is an issue about the products sent to Alexander’s Ariss agrees: “We have launched with boxes for specifc types of fragrance, subscribers. “Too many beauty boxes are new products through this channel and the skincare or make-up. “There are literally clearing out old merchandise or items that don’t feedback has been fundamental to our success thousands of untapped ideas out there. But it’s sell,” comments Essentielle Beauty’s Jones. and development,” she says. not so much a case of fending off competition, She adds that for subscription boxes to work, as it is concentrating on your own business it’s vital that companies listen to customers Upping the offer and offering the best box and products you can and offer much more than a bargain. “Beauty While beauty subscription boxes are successful possibly offer. Once you do that, subscribers subscription boxes should be used strategically for now, some question the sustainability of will come,” comments Whitmore. However, as a way to introduce new brands and products the model. Megan Jones, founder of beauty some say that too much segmentation could be to consumers,” explains Jones. She adds box Essentielle Beauty, says: “Many years ago problematic as brands would be competing with that research needs to justify every choice of there were early iterations of beauty boxes, each other within the same box and consumers product that ends up at the customer’s door. which faded in popularity—this type of model would have less of a surprise element. For instance, selling lesser-known brands can seemingly has come and gone before.” In a bid to offer more to consumers, Birchbox look cheap, but if this is done strategically than Analysts say that while these boxes may offer is focusing on including exclusive products in it can work. “As media has become global, an element of excitement at the beginning, the its boxes. “We want to promote Birchbox as consumers are more interested in trends from initial appeal for consumers is likely to fade. your ‘in-the-know beauty editor’, so getting around the world. Yet, access to these brands The market is said to have high churn rate with things frst and exclusivity are a way to continue is limited. Our boxes focus not just on selling retention of subscribers a major issue. This that message,” Birchbox co founder Katia bargain products, which is a race to the bottom, means that boxes need to come up with more Beauchamp told BW Confdential last year. The but rather, we offer higher quality branded and better services, not only to recruit new company has also joined up with celebrities to products that appeal to women who appreciate consumers but to keep those they already have. launch limited-edition boxes. For example, this the value of buying a box with the best products “New ideas and concepts need to be introduced year it teamed up with Nicole Richie to launch a available from around the world with a discount for the business to evolve and grow,” says Ariss. box that refects her TV show Candidly Nicole. on the retail price; we don’t stuff our boxes with Ma Belle Box founder Marion Vigot highlights The company adds that the advice it provides junk. I don’t think that in today’s world you can the importance of making sure companies set to consumers through its monthly magazine survive on offering the lowest cost unless you the expectations of the customer, and ensure and the website’s online community also offers do tremendous volume.” Essentielle Beauty’s they know what they’ll be getting. “False consumers added value. “Consumers don’t get boxes include South Korean beauty brands and expectations can hurt this kind of project more excited receiving samples in a box month after American and European indie scents. than anything else,” she says. Enough quantity month and that is not our approach—we want Consumers have also complained that the and quality along with useful information and to offer a full discovery experience. There may be products they receive in their boxes don’t n n n November-December 2015 - N°24 - BW Confidential 115