Berlin based beauty sampling box business Glossybox was founded in 2011 by Charles von Abercron and is now available in 16 countries. The UK is currently one of the company’s top three markets, and UK CEO Rachel Kavanagh talks to Cosmetics News Weekly about her plans to grow the business even further.
Why do you think the sampling box format has been so important to the beauty industry?Now more than ever, the customer can tire of a brand. With traditional sampling, brands do not get any direct feedback from the customer on what they thought of that product, but you need feedback.
What do your brand partners get out of it?With Glossybox, brands that participate in our box get a full feedback survey. Around 10%-12% of our subscribers respond to this, which we incentivise with glossy dots, so a brand gets thousands of women’s direct thoughts and testimonials. Essentially, we are a sampling and marketing tool – it’s a two way service.
How many consumers do you reach?We have an incredible consumer reach, which has enabled us to be the leader in beauty boxes in the UK. We’ve got 30,000 subscriptions and had 150,000 visits to the site as well as 600,000 social reaches. It is the ultimate ‘try before you buy’ concept, allowing our subscribers to buy into a brand from the comfort of their own home. So far, we have sold over four million boxes globally, and on average we sell a box every 20 seconds somewhere around the world.
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