For $10 a month you can get designer make-up sent right to your door. This seems like a dream come true to me, and I have found a way to accomplish this, thanks to Birchbox.
A monthly subscription service that was founded in New York City by two Harvard graduates, Katia Beauchamp and Hayley Barna, in 2010. The company started trying to get funding and investors and managed to get over $1.4 million from venture groups that helped the business go from an idea to a multi-million dollar company. With over a million subscribers and over 800 partners the business has become a new way people think about buying make-up. Instead of having to go spend over a hundred dollars at a cosmetics store, we’re able to get samples of the make-up we like sent to us. Then they introduced the feature of being able to customize your box. This means that if you really like a product you are able to get products like it, or by the same brand.
The goal of the subscription sample boxes are to get people to buy the full size product from the retailer, and 50% of Birchbox users did go on to do so. Another feature that customizes the product to the consumer is Birchbox Points. Every time a customer purchases the full size product, refers a friend, or purchasing a box as a gift for a friend, would earn them points which they could put towards their boxes and buying products.
Birchbox also partnered with Instagram and Soldsie to open an Instagram shop. This means that customers who were interested in Birchbox products could comment with a hashtag (#birchboxcart) and it would automatically be entered into their cart on Birchbox.
This company has capitalized on both the social and business side of their idea and it has clearly paid off for them.