Brands in a brand!

Christmas is coming and I can little by little feel the stress sweep over me… Each and every time, it is always the same refrain and the same question: what am I going to buy to my friends and family? Well, as I am a nice and generous person (don’t you dare contradict me!), I am going to share with you a great idea that I found: offer a subscription to a beauty box such as Birchbox or My Little Box.

birchbox-décembre-2014.jpg

Indeed, while spending hours trying to find the perfect gift, I ran into those beauty boxes and realized how smart the concept was. They emerged in the 2000s with a new business model and a really innovative approach of the cosmetics market. For those who do not know yet what is the concept, let me explain it to you and you will see how simple and disruptive it is: you subscribe online and get a monthly delivery of 5 beauty products. [1] You answered a questionnaire the first time you register so they can try to fit the products you will receive to your needs and desires. So basically you never know what you are going to receive each month. And that is why it is really innovative and disruptive: we are used to buy products because we like this brand or because we know that this brand is famous for being qualitative. However, here, these boxes kind of “unbrand” the brands since you do not buy products for the brands but more for the surprises and the discoveries. And in this sense, they definitely challenge the cosmetics market and the big cosmetics companies since they give a chance to smaller and less known brands to make a name. For example, Beauty Protecteur was not distributed in France before Birchbox and it has known a huge success and has now become the second brand sold on Birchbox.fr. [2] As a result, they definitely disrupted the market and the leaders had to adapt themselves to this new trend: that is why L’Oréal, for example, created its own beauty box to compete with them. [3]

box-loreal.jpg

However, the long-term objective of Birchbox is not only to sell beauty boxes but also to become a worldwide beauty retailer. [4] “They want to compete with Sephora” would you tell us. Well, yes and no. We do have the feeling that Birchbox would be more than a “simple beauty retailer”. Indeed, they do not only sell beauty products randomly, they want to be “a shop that unearths the best of beauty”. [5] Actually, this has been a sort of new wave recently and I have the feeling that this has everything to do with the young generations and the fact that we expect from brands personalization and we expect that they found the best for them. “Oh my cream” is also a French beauty retailer created in 2012 by Juliette Lévy who had the desire to offer to her customers “the cream of the cream” that she would have selected herself. [6]

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But while you will go to Sephora to buy a Dior lipstick because you know you like this brand, you will go on Birchbox.com to buy totally new and different products. And you will find a huge community to give you advices and tips. [7] Birchbox and Oh My Cream! are more like a family, a friend. [8] For example, Birchbox organizes “aperos” in Paris to gather beauty lovers. [9] I know, “apéros” and “beauty lovers” in the same sentence: what more could you ask for? As a result, we definitely see them as a beauty brand even if they do not sell their own products. They kind of have created something new: “brands in a brand”.

Your devoted lipstick lover, Clémence.

[1] Birchbox US website (2016). ONLINE. Available at: https://www.birchbox.com Last accessed: 29 Nov’16

[2] Birchbox France website (2015). 5 raisons d’aimer Beauty Protector. ONLINE. Available at : https://blog.birchbox.fr/birchbox/soin-cheveux-5-points-forts-qui-font-beauty-protector.html Last accessed: 29 Nov’2016

[3] L’Oréal website (2016). L’or box. ONLINE. Available at: http://www.loreal-paris.fr/box-beaute.aspx Last accessed: 29 Nov’2016

[4] Pathak, S. (2016). Birchbox co-founder Katia Beauchamp : « We’re more than boxes ». ONLINE. Available at : http://www.glossy.co/personalization/birchbox-co-founder-katia-beauchamp-subscription-boxes-are-not-a-bubble Last accessed: 29 Nov’16

[5] Birchbox France website (2016). ONLINE. Available at: https://birchbox.fr Last accessed: 29 Nov’16

[6] Oh My Cream website (2016). Concept. ONLINE. Available at: http://www.ohmycream.com/concept Last accessed: 29 Nov’16

[7] Poingt, G. (2015). Les box par abonnement: un phénomène en plein essort. ONLINE. Available at: http://www.lefigaro.fr/conjoncture/2015/09/05/20002-20150905ARTFIG00009-les-box-par-abonnement-un-phenomene-en-plein-essor.php Last accessed: 29 Nov’16

[8] Birchbox US website (2016). Ideas and Inspiration. ONLINE. Available at: http://birchbox.tid.al Last accessed: 29 Nov’16

[9] Birchbox France website (2016). Les derniers événements organisés par Birchbox. ONLINE. Available at: https://birchbox.fr/aperos Last accessed: 29 Nov’16

Featured Image:

Coraline (2016). En octobre, Birchbox voit la vie en rose. ONLINE. Available at: http://touteslesbox.fr/octobre-birchbox-voit-vie-rose/ Last accessed: 29 Nov’16

Image 1:

Anonymous (2014). Birchbox: un cadeau pour un noël tout en beauté. ONLINE. Available at: http://www.stylistic.fr/2014/12/birchbox-cadeau-noel-2014_52473 Last accessed: 29 Nov’16

Image 2:

By Suzette (2013). Des idées cadeaux beauté chez L’Oréal et Sephora. ONLINE. Available at: http://bysuzette.fr/des-idees-cadeaux-beaute-chez-loreal-et-sephora/  Last accessed: 29 Nov’16

Image 3:

Labatut, C. (2013). La beauté confidentielle dévoilée chez Oh My Cream! ONLINE. Available at: http://www.lexpress.fr/styles/beaute/la-beaute-confidentielle-devoilee-chez-oh-my-cream_1231134.html Last accessed: 29 Nov’16

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