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
Ann Inc. is the first women's retailer to have partnered with Give Back Box, an organization created to facilitate donations. Their common goal: to expand one's contribution to charitable actions and make closet emptying helpful.
Home delivery has become quite common but it's a first in the pet industry. Petco launched PetcoNow, its fast delivery service.
This is a world premiere: e-commerce website Etsy has opened its very first IRL shop. It's located at Macy's Herald Square, in New York City.
Manhattan's French shopping area is to welcome a new brand soon: Repetto's first American store will open this Autumn, bringing a little swing in its baggage.
