Birchbox' Collaborative Marketing Campaign Drives Visits to Selfridges
Laura McQuarrie — September 16, 2015 — Marketing
References: blog.birchbox & luxurydaily
In celebration of its fifth anniversary, BirchboxUK teamed up with Selfridges for a collaborative marketing campaign. At the Oxford Street Selfridges in London, visitors are now able to pick and choose from six deluxe samples to be included in a limited edition Birchbox. Some of the cosmetic brands included in the promotion include cult favorites like Benefit, Stila and Nuxe.
Visitors will be able to take home one of the limited edition Birchbox kits for a cost of £15 and as an extra incentive, newsletter subscribers will be eligible to snag an additional two beauty products.
Considering that there has been quite a bit of debate about whether or not luxury products should be included in the beauty subscription, this is a novel way for the brand to test a trial run of the concept with the help of an esteemed retailer.
Visitors will be able to take home one of the limited edition Birchbox kits for a cost of £15 and as an extra incentive, newsletter subscribers will be eligible to snag an additional two beauty products.
Considering that there has been quite a bit of debate about whether or not luxury products should be included in the beauty subscription, this is a novel way for the brand to test a trial run of the concept with the help of an esteemed retailer.
Trend Themes
1. Collaborative Marketing Campaigns - Opportunity to drive customer engagement and sales by partnering with other brands or retailers for marketing campaigns.
2. Limited Edition Kits - Creating exclusive and limited edition products to generate excitement and urgency among customers.
3. Incentives for Newsletter Subscribers - Using incentives such as additional products or discounts to encourage customers to subscribe to newsletters and increase customer loyalty.
Industry Implications
1. Beauty Subscription Boxes - Integrating luxury and cult beauty brands into subscription boxes to attract a wider range of customers.
2. Retail - Partnering with well-known retailers to create collaborative marketing campaigns and increase brand exposure.
3. E-commerce - Utilizing online platforms for selling limited edition kits and reaching a larger customer base.
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