How one beauty retailer plans to drive sales

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How one beauty retailer plans to drive sales

02/24/2017

The company announced it will offer a beauty box with a design inspired by prints from the Draper James spring collection.

"We are so excited to team up with Birchbox, another dynamic, female-founded company, to celebrate Women's History Month," said Reese Witherspoon. "We had a lot of fun putting the box together to honor all of us - mothers, sisters, friends, daughters and coworkers - as the powerful women that we are."

Birchbox launched as a subscription box service in 2010 and has expanded to online and physical retail. Earlier this month the company announced it is launching a new, pricier tier to its service, offering customers the ability to better customize their monthly box of products, along with other perks. The service, which is only being offered to current subscribers for the time being, is $14 per month, compared with $10 per month for the original subscription.

The "Pretty Mighty" box will feature five deluxe samples of Reese's power products: Benefit Cosmetics The POREfessional Face Primer to help makeup stay put all day, R+Co Dallas Thickening Spray (because big, voluminous hair embodies the spirit of Southern living!), Clarins Hydra Essential Silky Cream for a luxurious dose of SPF, ARROW Boost Color Enhancing Lip Balm which adjusts to your unique pH to create a just-for-you hue, and Davines OI All in One Milk plus OI Shampoo + Conditioner to nourish and detangle strands. Anyone who signs up for Birchbox between February 24 - March 24 can opt to receive this as their first box, while supplies last. Current Birchbox subscribers can opt to receive this featured box in March in lieu of their regular assortment of personalized samples.

In addition to the subscription, customers can also purchase a limited-edition Birchbox + Draper James box of multi-tasking, powerhouse products. The "Power Beauty" box features a mix of full-size and travel-size beauty essentials plus two exclusive lifestyle items from Draper James - a large, gold-accented makeup pouch for on-the-go touch-ups and a trinket tray. The beauty products include a luxe treatment gel from Sunday Riley that transforms into a toner, a hydrating lipstick by Lipstick Queen in a works-with-everything red, a Ouai Treatment Mask, Living Proof Restore Instant Protection and Smashbox Indecent Exposure Mascara, among others. It launches on March 6 and will retail for $58 (a $178 value!) exclusively at Birchbox.com and the Birchbox Soho store.