Five years ago started Birchbox, the first cosmetics subscription box service: for $10 per month, you get to receive five deluxe samples of selected beauty products, with the possibility to buy the full size afterwards if you want. It's going so well that Birchbox just opened its first store in New York City and some other subscription services emerged, like Glossybox (which is more expensive with $21 a month).
Sephora, who is the best suited to provide such a service, to say the least, is following Birchbox's lead. The gigantic cosmetics retailer will test the subscription box concept this September in selected cities: Boston, Cincinnati and Columbus (and more in 2016). The monthly cost is $10, they've called it Play! By Sephora and you can already get registered on a dedicated section on their website.
To make a difference, Sephora adds a few treats in the Play! box. The Play! Book will feature tips and info about the selected products, there'll be a Spotify playlist, a Play! Pass to show up at any Sephora store for customized courses and bonus samples. According to Racked, the first Play! Box will offer Bumble & Bumble, Glamglow, Marc Jabobs, Ole Henriksen and Sephora products.
*Photo: Sephora
News in the same category
Former-football-player-turned-style-icon David Beckham, chic as always, is back to promote the H&M Modern Essentials he selected in the retailer's Spring 2016 collection.
Less than six months after it was launched, Jessica Alba's Honest Beauty is now distributed by Ulta Beauty, both in stores and online.
Part of the city's global project to reduce its impact on the environment, Columbus will start to recycle plastic-bag from next year on.
The successful jewelry brand is planning a major evolution for this Spring: some items of clothing will be introduced in a few weeks.
