'While the market has become crowded, growth in the beauty box subscription market is still likely to continue, if at a slightly slower pace.'
Author:Beth ShapouriPublish date:Jun 14, 2017With every Tom, Dick and, yes, Trump getting into the subscription box business, packaging and mailing curated goods to people on a monthly or quarterly basis sure seems like the big thing to do — which is surprising, considering that for a while there, the signs were pointing to the category reaching busting-bubble status, at least in the beauty industry. There was buzz that Birchbox had hit trouble.
Another finding: Thanks to a few course-correcting changes, Birchbox managed to make some tweaks to offset its dip in new subscribers by modifying the brand's loyalty program, focusing on e-commerce sales, renegotiating contracts with some vendors to get shipping and printing costs down and reducing operating expenses.
A few of those keys to success are becoming clear. A recent survey by Liz Cadman, the blogger behind the popular site mysubscriptionaddiction.com found that people want their boxes personalized, something both Ipsy and Birchbox have taken to heart. The former continues to ask for feedback from its customers to get a more customized experience.
This also all feeds into "perceived value," another buzz phrase Cadman found in her survey. "That helps them minimize risk or justify the cost because they say, 'Well, this one product that I can pick is worth the cost of the box.' So everything else would be bonus," she says.
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