Birchbox was built on a single observation: It’s difficult for many people (like new parents) to get out and into stores to sample new products. So why not bring those samples directly to their homes? Birchbox does just that.
PACKAGE THE GAP AND DELIVER
Similar to what Rough Trade did with music, Birchbox took the “Product of the Month Club” concept and put a twist on it. Instead of one monthly product, Birchbox delivers several samples of cosmetic, skin care, bath, beauty and lifestyle products all bundled into a beautiful Birchbox and sent direct to their subscribers door. They offer subscriptions for both men’s and women’s products, and each is branded with its own unique colors, look and feel.
ENGAGE YOUR MARKET; EXPAND ON WHAT YOUR BRAND OFFERS
But beyond delivering a new box of samples each month, Birchbox delivers brand value to their customers by giving them a total lifestyle website, where they can access user reviews of the latest products, have the opportunity to purchase additional goods and receive tips on grooming, fashion and beauty through their online magazines and blog.
Birchbox, like Brad’s Raw Foods, created a unique promise by filling a gap. Birchbox addresses people’s need for shopping convenience and their desire to feel connected, as their tagline expresses, Discover Beauty Better™
CURATE AND CONQUER
Think about ways your brand may be able to address an unmet need and make it easier for consumers to say “yes” to giving you a try. Brand School, our highly effective, premier branding program, will provide the tools to create fresh ideas and help your business build trial and customer loyalty. Get information about priority registration for Brand School’s next session and receive our free brand-building tools and tips when you join our mailing list.
This post is part of our Brands That Twist series celebrating innovative brands. Check out other breakthrough brands and learn more ways to grow YOUR business here.
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