He focuses on creating and maintaining partnerships with beauty brands “to further innovate the luxury sampling model for the North American market.” Customers include large powerhouses such as L'Oréal, P&G, LVMH and Estée Lauder, to smaller brands.
Subscription boxes vary in their approaches. Moreira describes Glossybox as “an experience.” Each month, based on subscribers’ choices and tastes, five beauty products are selected (travel size or full size), packed into a signature box and delivered directly to subscribers. Moreira says, “data is very important to ensure subscribers receive products that match their profiles [a bit like a matchmaking game], so that we provide subscribers with an experience. We own our own social media channels, website, followers and subscriber database.” They have more than 300,000 subscribers worldwide.
Packaging is key, says Moreira, “but it is not all. For example, eye creams last forever; 90% of brands will not sample them. Replenishment is the offering Glossybox stands by. Empty Glossybox boxes of specific limited-edition designs have become collectors’ items, he says “You can find them on eBay for $30 each and people buy them because they want the whole collection.” Glossybox boxes can differ from one country to another, depending on partnerships and specific cultural celebrations.
What else do you need to know about the sample box strategy? Attend Moreira’s session on September 6 at ADF&PCD New York.
The Birchbox Philosophy
Dana Aidekman, director of merchandising, Birchbox, will provide visitors to ADF &PCD with a comprehensive look at how Birchbox builds sampling and shop campaigns for their 1MM+ subscribers globally. She’ll talk about how to create an inspiring experience for e-commerce shopping and sampling.
“I'm excited to be inspired by the packaging industry,” says Aidekman. “I also want to offer my perspective of how beauty retailers and subscriptions continue to rely on innovative product formats and packaging to fuel our business—especially as sampling strategies grow. She says she offers a different perspective as her focus is on what will drive sales for our brand partners, and ultimately their suppliers.
With the increase in the number of sampling programs offered, come challenges.
Aidekman says, “At Birchbox, we face many unique challenges in developing sample formats for our brand partners. In many cases the new brands we partner with are developing or scaling their sampling programs for the first time. We look for unique products, packaging, and stories in bringing these products to market for our customers and help them discover the best in beauty.”
What does the future hold? Where will the industry likely head in the next 5-10 years?
Don’t miss Aidekman’s perspective at ADF&PCD on September 6 at 3:30pm.