The Age of Subscription Beauty Boxes
From Ipsy to Luxury Barber Box, both men and women now have endless options for personal care products to be delivered right to their front door. Since 2014, subscription company websites have seen a visitor growth of over 800 percent with makeup and beauty boxes vying for the top spot in subscription boxes.
Each month, subscribers receive samples of top-shelf beauty products, such as anti-aging moisturizers, exfoliating cleansers or hair and makeup products. When brands decide to offer their products in these subscription boxes, they are bypassing the need for expensive in-store sampling and instead place their products directly into the hands of consumers on a national level in an interesting and exciting way. This subscription box model generates a high level of customer feedback on both subscription box platforms themselves, as well as on social media. Social media plays a large part in gaining subscribers as the websites that are driving the highest numbers to subscription box sites include: Twitter, Pinterest, Facebook, and YouTube.
With men’s newfound interest in skin care, grooming, and even cosmetics, the market segment is seeing steady year-over-year growth. In 2015 men shopped more for grooming products online than women and a consumer insights retail report found that 42% of subscription box website visitors were men. Men’s subscription companies are seeing that male customers are not only likely to spend more and convert faster than women once they’ve started receiving subscriptions, but that the average online order value for men’s products is 10 percent higher than women’s. Women tend to be driven by the idea of product discovery, while men tend to have a higher rate of conversion once they have the product in their hands.
As the subscription box industry continues to thrive, more beauty entrepreneurs have gotten involved by either launching their own boxes or submitting their health and beauty products to the existing subscriptions to gain brand awareness and customer loyalty. As for more traditional companies, these subscription boxes should be seen as an opportunity to evolve to a seamless experience between retail and online to help reach new customers across all age ranges and geographies.