Sephora is following in the footsteps of companies like Birchbox and BeautyDNA and launching their own beauty subscription service. According to WWD, the beauty hub is set to launch Play! By Sephora, a $10/month goody-filled box in September. The brand will start test-marketing in Boston, Cincinnati, and Columbus, Ohio, eventually expanding into more U.S. markets by 2016.
Each Sephora box will be curated to deliver "the knowledge and all of Sephora in a box," according to Deborah Yeh, senior vice president of marketing for Sephora. The first box, themed around "Uncovering The Essentials," will include: Sephora Collection Rouge Infusion Lip Stain in Peony, Marc Jacobs Beauty Highliner Gel Eye Crayon in Blacquer, Ole Henriksen Sheer Transformation Face Crème, Bumble and bumble Hairdresser’s Invisible Oil, and Glamglow Supercleanse facial cleanser.
On top of the varying products, customers will also receive a Play! Book, which will include application tips and insider beauty hacks, a Play! Pass, which will allow customers to receive one-on-one tutorials in physical Sephora stores, a Spotify playlist, which will allow customers to jam out while pretty-ifying themselves (we presume), and bonus samples.
Though there are varying opinions on whether on not subscription services are actually worth it, we have to admit the idea of goods from a beauty mecca like Sephora coming to us via snail mail gets us pretty excited.
What do you think, will you be subscribing?
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