Online Exclusive: Beauty by Subscription
A new trend allows customers to get deluxe beauty product samples delivered directly to their door.

By Lisa Samalonis, Associate Editor

When Hayley Barna and Katia Beauchamp, founders of Birchbox, were in Harvard Business School they dreamed up an idea in which their subscription-based beauty sampling company could help consumers share in the joys of beauty product discovery.

“Haley and I are such different beauty consumers. I am somebody who absolutely loves to explore and

Birchbox delivers deluxe samples every month for a $10 monthly fee.

spend time in the store, and Haley is someone who does not do that. Instead, she relied on her best friend who was a beauty editor to curate the whole situation for her,” says Beauchamp in an exclusive interview with Beauty Packaging.

The two recognized that not everyone is lucky enough to have beauty editor friends and so they created a platform to help women feel as if they have a best friend who has access to the beauty editor’s closet. The Birchbox goal, she explains, is to better connect brands to consumers.

For the program, consumers fill out a beauty profile and pay $10 a month to receive a box of four or five deluxe beauty samples that match their profile and the monthly editorial theme. “We set out to find the qualified consumer who is going to get excited about the products, actually try them, and value them,” Beauchamp says. “Then we use the Birchbox profile to make sure the right products go to the right people. If it is a skin tone product –we get different shades and we match skin tone, if the product is for a certain type of hair – curly or color treated – we make sure it goes to that person,” she says. The company also reviews what customers have received in past boxes so they don’t get back-to-back products in the same category. Later, customers can return to the website to provide feedback on products and also shop for additional products.

Birchbox is unlike many sampling programs, which are giveaways at retail point of sale. Beauchamp notes the retail sample often is thrown in the bag or remains unopened or discarded. Birchbox, which works with about 100 brands, sends sample- or full-sized products depending on the brand, the type of product and its availability. All products in the Birchbox program are editorialized on the company’s website. Articles frequently touch on how the product is used and why it is appealing. “It is all about giving customers the context,” she says.

Customers have embraced the program and the company hit its three-year business goal in month seven. “September 2011 was our one-year anniversary, and we have been taken aback by how quickly we have grown organically,” she says, noting that staff has recently increased to meet demand. “Our goal is to work with small and large brands and continue to customize the product and help define the space that we created, which is both subscription retail and content and commerce. We really think of ourselves as a marketing and commerce partner to brands.”

Beauchamp also points out that Birchbox is teaming with many smaller brands that do not have sample capabilities yet. “We are working on getting to know every basic beauty sample manufacturer that there is to see how we can help these brands go from zero samples to having samples. We have had a lot of success with that. We are building out relationships with the manufacturers,” she says. “We are helping a brand that didn’t have a sample realize what an effective marketing tool it is.”

Another unique subscription box service delivers male grooming products from premium brands every

ForMen2 ships premier men’s skin care items every two to four months.

two to four months to customers. “Guys can already get cigars, scotch, and hot sauce delivered regularly. We are proud to be the first to deliver necessities like shaving cream and body wash from the best companies straight to the customer’s door,” says ForMen2 founder Thomas K. Roever.

While ForMen2 showcases products from suppliers Jack Black and Men-u at its retail sales boutique in Aurora, IL, the subscription box service includes premier skin care items from other manufacturers, too. Grooming and skin care products vary with each delivery. However, each package includes at least one essential component of a man’s skin care program – either shaving cream or moisturizer – unless specifically requested otherwise, he explains.

ForMen2 selects companies that are socially conscious, using natural, botanical, certified organic ingredients that are not tested on animals. Nearly all products are vegan, fragrance-free, and colorant-free. Products include shaving cream and gels; moisturizing sunscreens; toners; and eye, hand, and muscle balms and creams. Protein skin serum, eye treatments and lip balms also are available for women.

“Most men – especially Baby Boomers (myself included) – were never taught about skin care, and the vast majority is not even aware there are products better than the cheap shave cream they buy in the grocery store. A gift set is a good way to encourage a male to try a moisturizer or cleanser, and in the past six months we have seen sets purchased for graduations as well as gifts for groomsmen,” Roever says.

Many customers enjoy the convenience of ordering via the internet; however Roever also contacts every purchaser by phone to get additional details. He will determine if they wish to have a gift card enclosed; find out if there is a birthday, anniversary, or other key delivery date; and discuss specific needs like sensitive skin or what type of shaver they use.

He also gives clients an overview of the billing. “This is important so the customer understands they are not locked in or charged regularly,” he says. “The box cost is fixed at $30, $40 or $65 and that includes shipping. In theory, I will charge the credit card every two, three, or four months for that amount, but if they wish to do it just one time (and not make it a true subscription), say just as a Christmas box, that’s fine too, the same quality product selections will be shipped.”

A new deal is in the works in which customers who pre-pay for a year will receive a special discount. In addition, pre-packaged gift packs from one company are also available. “We offer those, of course, but the idea with the subscription is that it is not pre-defined, contains items from different lines, the box varies every time, and it’s a surprise as to what is inside,” Roever explains.

This trend, which combines the thrill of beauty product discovery with the convenience of products shipped to your doorstep, is one worth watching—or, better yet, trying.