Sephora Play! – a new subscription-box service

Published: 2015-08-12 by Marina Milojević in Makeup | (one comment)

Sephora, one of the world’s largest chains of cosmetics stores, has just announced that it will be entering the subscription-box segment this fall! Sephora will begin test-marketing its Play! subscription service in in Boston, Columbus and Cincinnati, with about 10,000 boxes for the initial offering. The concept will widen in 2016, to the rest of the US markets, and customers will be informed about the availability in their area on Sephora’s website.

The Sephora Play! subscription box is actually a monthly selection of products chosen by Sephora’s makeup experts. The business model of Play! is quite similar to that of the Birchbox, Glossybox, or Beautybar.com’s Sample Society, but in this case, Sephora’s brand relationships are making all the difference. While the competitor’s boxes are more likely to be composed of lesser known brands, Sephora’s first box premiering in September will include deluxe samples from major beauty brands: Sephora Collection Rouge Infusion lip gloss in Peony, Marc Jacobs Beauty Highlighter eyeliner in Blacquer, Ole Henriksen Sheer Transformation Face Crème, Bumble and bumble Hairdresser’s Invisible Oil, and Glamglow Supercleanse facial cleanser. Each box will also include bonus samples – fragrance samples in the first box!

Contents-of-Sephora-Subscription-Box-for-September-2015

The Play box is priced at $ 10.00 monthly, and each edition is assembled according to a specified theme. The October’s theme, for example, is skin care. In addition, the box will include expert advices and exclusive inspiration, such as the Spotify playlist. Every box also includes the Play Pass / Book, which you can take to your local Sephora to get all your questions answered on a one-on-one learning session. The book also allows customers access to enhanced content through the Sephora to Go App on smartphones.

sephora beauty box

Play! by Sephora is currently offered on a limited, invitation-only basis. The invitations are received by email, and you can claim your spot using your email address at sephora.com/play.