Sephora is jumping on the subscription box wagon. The beauty retailer is testing out "Play!" — a box service containing five beauty products as of this fall.
Boston and the Ohio cities of Columbus and Cincinnati are the lucky cities that will get to trial the first 10,000 boxes, set to be unveiled this September. The brand plans to expand to additional cities throughout the US in 2016.
Each monthly box will cost US$10 (about 9 euros) and contain products based around a particular theme. For September the theme is "Uncover the Essentials" and the contents include a Sephora Collection Rouge Infusion lip gloss, a Marc Jacobs Beauty Highlighter eyeliner, an Ole Henriksen Sheer Transformation Face Crème, a Bumble and bumble Hairdresser’s Invisible Oil and a Glamglow Supercleanse cleanser. A Spotify playlist is also included in the contents.
Each box will include a "Play! Book" offering beauty tricks and fun facts about the products, Deborah Yeh, Senior Vice President of Marketing for Sephora, told WWD (subscription). It will also let customers access content via the Sephora to Go smartphone app. A "Play! Pass" will get clients a one-to-one tutorial of how to use the products in Sephora stores.
The beauty box concept continues to go from strength to strength, with brands adding quirky details to keep customers interested. Earlier this month Birchbox teamed up with Nicole Richie on a limited edition beauty box to celebrate the second season of the star’s TV series "Candidly Nicole." In March the company created special one-off boxes to mark the final episode of "Mad Men," including key products for recreating the iconic beauty look from the series.