Sephora hops on the subscription bandwagon
An increasingly common part of the modern business ecosystem is been monthly subscription boxes that are delivered right to your door. The most well known are that of the beauty department, including Birchbox and Ipsy.
Makeup and beauty product aficionados have been loving this idea of fresh and different items being sent to their home each month. Now, makeup superstore, Sephora, is hopping on the bandwagon.
Sephora brilliantly uses the model to attract foot traffic
The company is trying out their version of a sample subscription box called “Play! By Sephora”. But, being that there is a competition in this market, namely from the aforementioned companies, Sephora is taking their time before unveiling their take.
As it stands, the boxes will run at a $10 per month subscription and will be filled with Sephora samples and coupons. The coupons will have in-store activations that will include one-on-one tutorials for the products sent during that specific month.
Also with each box will be “Play! Book” which will give the user tips on how to apply the products in that box. This is a huge benefit to people who do not know where to begin with high-end cosmetics.
The books will also have a number of codes that can be scanned through the mobile app while shopping and gives the subscriber access to additional content. Subscribers can also look forward to “Play! Dates” which will be box-themed in-store events.
Play! begins in September in select cities
The launch of Sephora’s box will begin in September in select cities including: Boston, Columbus, and Cincinnati. Additional cities will be added, none of which have been specified, next year.
Insight on what will be included in the first “Play! By Sephora” has been released and includes: Bumble and bumble Hairdresser’s Invisible Oil, Glamglow Supercleanse facial cleanser, Marc Jacobs Beauty Highlighter eyeliner in Blacquer, Ole Henriksen Sheer Transformation Face Crème, and Sephora Collection Rouge Infusion lip gloss in Peony.
It’s not just makeup getting in on the game
Cosmetic brands are not the only ones taking the subscription box approach. Foodies can enjoy boxes from companies like Graze which sends out snacks via the mail. So, this may make one wonder, “How can I take advantage of this idea for my company?”
First, think about the reasons why people may use you in the first place, for whatever your business is. Think about what you can offer them in terms of products or specials, or whatever may keep them coming back every month.
These subscriptions have grown in popularity and the possibilities are growing as well. The idea of a subscription could give a customer greater pride in the products they are purchasing.
#SephoraPlay
