Deanna Traa, CMO, Bold Commerce02.12.21
When Birchbox launched in 2010, the world was enthralled with the convenience and simplicity of the beauty subscription box, as it forever changed how customers engaged with beauty brands and discovered new products.
Over the past 10 years, beauty subscriptions have seen substantial growth, with retailers from Target to Sephora and new DTC brands like ipsy and BoxyCharm all jumping on the bandwagon. With competition so fierce, convenience and simplicity alone are no longer enough to secure customers’ interest—and investment—in a brand.
The beauty brands that remain successful with subscriptions will be defined by those transforming regular customers into loyal members. This means offering subscriptions that pair a brand’s unique value proposition with whatever it is that motivates shoppers to engage with them: a sense of community, opportunities for discovery, giving back, or flexibility.
Here are five ways beauty brands are utilizing subscriptions to reflect how shoppers experience their unique value, to ultimately turn customers into members.
- Giving Back with Beauty Subscriptions: Now more than ever, consumers are looking to brands that have strong values and stand for something; in fact, consumers are 4x likely to buy from a brand that has a strong purpose. Thrive Causemetics offers a subscription option for every product on its site, making it easy for shoppers to get their favorite products to their door. The company also offers the opportunity to give back with every purchase, donating a product or a monetary donation to women.
- Creating a Community Among Customers: When brands invest in building a community, they become more appealing to consumers because they want to feel a part of something. PeppiGel is a company that delivers dip powder manicure salon-quality kits right to customers’ doors, monthly. Beyond its subscription offering, PeppiGel has built a successful community among its customers with a ‘Tips and Tricks’ Facebook group that has over 45,000 members. Once a week its founders go live in the group, sharing tips not just for pretty “painted nails,” but for nail safety and nail health.
- Aligning with Customer Values: Consumers are more likely to purchase from companies that support causes they believe in and align with their values. And more than just being active subscribers, these customers are more likely to make referrals to friends and families and grow the brand. The Package Free Shop proves it’s possible to empower positive change through consumer demand, and grow a business while meeting environmental and social needs. The company’s subscriptions service allows consumers to avoid plastic packaging on the products they use every day and plan ahead to reduce waste.
- Providing Professional Results in The Comfort of Your Own Home: When something works, consumers want to stick with it—brands that make it easiest to do so will earn consumers’ subscriptions. HiSmile offers a quick and effective way to whiten, brighten, and strengthen teeth, without sacrificing oral health--all while in the comfort of your own home. The company has introduced an alternative option to in-office whitening treatments, offering much more flexibility to get professional results. Subscribers can choose their frequency of products according to how often they’d like to whiten.
- Offering More Than Just Replenishables: For replenishables that customers will be buying over a steady cadence, brands that marry a quality product with convenience, price discounts, and exclusive benefits, will earn customers’ loyalty for the long-term. HAIRtamin is a healthy hair and immune boosting vitamin that offers a subscription for its products so customers can ‘set and forget’ through its recurring products subscriptions model, to keep up their healthy hair habits. Customers can also earn points for each order with HAIRtamin by joining the free VIP program for exclusive benefits and discounts.
Customers want more than just a product and the convenience of it coming directly to the door; they want to be part of a community, earn exclusive benefits and give back.
Offering these kinds of experiences will help brands gain lifelong members.
