Sephora has introduced PLAY! by SEPHORA, a new monthly subscription box that the retailer says “takes product discovery to a new level.” Sephora says this is the only beauty box that delivers exactly what consumers want – the hottest prestige brands and products available at Sephora – delivered directly to their door for just $10 per month. The launch of the subscription box also promises to “open the door to exciting extras and invites you in to a community of like-minded beauty lovers to learn, share, and have fun with the online and in-store experiences and customized expertise that you can only get at Sephora.”
 
A limited amount of PLAY! by SEPHORA subscriptions will be available in select markets beginning in September 2015, with a full national launch in early 2016. 
 
Each PLAY! by Sephora delivery is curated around a specific theme, and contains five popular, high-performance, deluxe-size, prestige products. The debut set, Uncover The Essentials, features what the retailer deems to be must-have items—everything from a best-selling lip stain to a popular moisturizer. Subscribers can also expect a little extra, like the bonus fragrance sample included in the debut box, and a free monthly Spotify PLAY!List available to everyone on Sephora.com/play that is filled with songs inspired by the current box theme.
 
Upcoming themes will range from Secrets To Dewy Skin to The Exclusives.
 
The accompanying PLAY! BOOK offers subscribers a number of additional benefits, such as the ability to access enhanced content through the Sephora to Go App on their smartphone, so they can scan the images to shop and unlock augmented reality experiences. Or they can connect to user generated ratings and reviews on Sephora.com.  They can also use an all-access card to enjoy personalized, one-on-one tutorials at their local Sephora store. Discounts at retail stores are also part of the play.