Sephora capitalises on beauty box trend

Sephora capitalises on beauty box trend

Cosmetic retailer Sephora has launched into the ever growing beauty subscription box arena with its newest offering, ‘Play’.

A area of the beauty market that is fast becoming fashionable with both men and women, beauty boxes are a fairly new concept. Consumers receive a beauty box every four weeks, which is packed with new or tried and tested products, such as make-up, skin care, fragrance and face masks.

Sephora is the latest cosmetics giant to get in on the action with its Play home delivery service. Within these boxes consumers receive both samples and full-sized cosmetics delivered to their door with each box containing five products, all of which tie in with a theme.

Alongside the subscription for the beauty box there is a special card call PLAY!Pass which allows the consumer to receive 50 extra Beauty Insider Points from Sephora’s reward scheme while also giving them access to an in-store make-up artist and having an exclusive one-on-one tutorial.

In addition to this subscribers to Play have access to online tutorials, have beauty experiences through the online app and also join the Beauty Board, which they can share tips and tricks with other users. The theme for the first box will be Uncover the Essentials: which will include Ole Henriksen Sheer Transformation face creme, Bumble and Bumble Hairdresser’s Invisible Oil primer, Elizabeth and James Nirvana White perfume, and Hollywood California GlamGlow Mud to Foam cleanser, among other must haves. Future themes include “Secrets to Dewy Skin” and “The Exclusives.

Joining the likes of Julep’s Maven, Birchbox and Ipsy, Sephora’s beauty box offering will be available in select locations from September, with a nationwide roll out in 2016.