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5.7.16

Glossybox Is FIVE Years Old! So Here Are Five Ways They've Impacted The Beauty Industry

Five years ago a concept launched into the UK that would change the face of beauty forever. The Glossybox subscription service was heralded as the most innovative idea in years, delivering thousands of monthly teasers and samples to women across the country - all with the aim of encouraging discovery and injecting passion back into beauty. Women signed up in their droves and the copycats soon followed, but when this all started did we really understand the significance it would play for years to come? Although the beauty box market has had its ups and downs, there's no denying that Glossybox have been leading the way and pushing the boundaries of what's possible with one little pink box. Their focus is very much on providing a platform for women to discover fabulous products that they may never have known about otherwise, but over the years this has evolved into much more than that; Glossybox is a brand in its own right and it's not shying away anywhere soon. Looking back, here are the five ways I think they've impacted the beauty industry since their inception. 


THEY TOOK BEAUTY SAMPLING TO A NEW LEVEL
Until the launch of beauty boxes, beauty sampling was restricted to experiences on counter and freebies attached to the cover of a magazine. It was incredibly hard to try new products and new brands, and even harder for brands to gain the exposure required to make significant sales, but beauty boxes changed that completely. It was now possible to be exposed to brands and products across the spectrum, in order to make informed decisions about what was worth spending money on. Like blogs opened up beauty enthusiasts to a plethora of unbiased opinion, beauty boxes injected democracy back into purchasing choices.

THEY INJECTED EXCITEMENT BACK INTO DISCOVERY
For a long time we were all stuck in a beauty rut, turning to age old brands and long-term favourites rather than fueling the desire to try something new. A handful of brands had our attention, but they became repetitive and stale; the dawn of beauty boxes injected the excitement back into discovery and allowed us to feel proud when we found something worth sharing with our mates. Like it became cool to find a Primark bargain, it's become totally on-trend to find a beauty bargain or a new brand that nobody else knows about.

THEY PUSHED BOUNDARIES & TOLD STORIES
Over the years Glossybox has evolved from being a pink box full of mini samples, into a monthly moment that tells a story. They've started working with editorial heavyweights (including Evie Leatham of Stylist and Net-A-Porter Magazine fame) and now carefully edit each month's selection to include a set of products that together make up a timely and relevant theme. From summer must-haves and festival essentials, to party season saviours and quick beauty treats, there's a reason for being; so much so that we all spend as much time as possible opening up the box and getting to grips with our new swag.

THEY MADE BEAUTY BOXES A PREMIUM OFFERING
Beauty boxes may have started as a cheap way to experience new products and an affordable means to topping up your holiday mini sizes, but over the years they've evolved into something new entirely. Glossybox have proved that partnering with relevant and aspirational brands is a key way to achieve success. Their collaboration with NARS sold out in minutes, their illustrated boxes have become collectors items and even Snoop Dogg stores his bling in a little pink box. Glossybox have managed to create a unique, aspirational and lustworthy offering via their limited edition collaborations and one-off brand boxes. With the likes of Stella & Dot and Harvey Nichols within their repertoire, it's hard to compete; similarly, with a huge portfolio of premium brands scrambling to be the next in the box, there's simply no other beauty box like it.

THEY UNDERSTOOD THAT THE CUSTOMER HAS THE POWER
It's not unusual for beauty brands to be a little bit arrogant and keep pushing out what they think their customer wants, rather than actually listening to them. Glossybox is refreshingly open in a world full of brands that aren't interested in feedback, frequently implementing suggestions and being open to change. Not only have they created a hub for their customers to channel their love of beauty, but they're frequently sharing features and reviews across their platforms. From interviewing bloggers and having them edit collections, to sharing imagery and quotes across their website, this is a brand that understands the power of the consumer - and embraces it wholeheartedly.

Have you been a Glossybox subscriber over the last five years? What have you liked and disliked about the service? Do you think they have the edge over similar concepts?

FANCY GIVING IT A GO? GLOSSYBOX HAVE GIVEN ME A UNIQUE CODE SO YOU CAN ENJOY 30% OFF YOUR FIRST BOX: JUST ENTER 'LBQJULY30' AT THE CHECKOUT. 


Find out more about Glossybox on their website: www.glossybox.co.uk Subscriptions start from £8.50 per month.

Features PR samples unless otherwise stated. To read my full disclaimer, click here.  
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9 comments

  1. I'm still upset about not being able to get one of those NARS boxes :p I quite enjoyed Glossybox for a few months but then I gave up on them as most of the products weren't really going to be ones I would use.
    Pam xo/ Pam Scalfi♥

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  2. What a fun celebration! When I have disposable income again I can't wait to sign up to some boxes.

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  3. I cant believe its been 5 years already...wow!

    www.beautyandtheboy.com

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  4. I really like glossybox, although sometimes I need to unsubscribe for a while every now and then!
    Philippa x

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    1. Yeah I don't think it's something you have indefinitely - a break sometimes does you some good/gives you a chance to try what you've accumulated!

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  5. It was their fifth birthday in May. I bought their boxes for the first couple of years, but stopped when they they changed their samples from the previously advertised"premium" to items that could be easily bought at Superdrug. They never used the customer preference questionnaires. The final straw was the infamous Vera Valente pallette. Does anyone else remember that? Now, I get the occasional box/GWP where I know what I'm getting. The Net a Porter, Cult Beauty and Space NK sets are great and the Sephora Value Sets are my favourite. The You Beauty Discovery and Latest in Beauty are great value. Incidentally, I remember in the early 1980s there was a beauty box company in the UK which I was desperate to try. It was advertised in magazines. Unfortunately, my pocket money didn't stretch that far!

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  6. Anonymous10.7.16

    For me, Glossybox started off fantastic, then gradually got worse and worse. The Superdrug box was the pits. I currently subscribe to look fantastic, and sad to say, it is heading in the same direction. I would rather save the £13 and save up for a luxury product I really want

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    Replies
    1. I think it's about why you sign up and your level of expectation. It's definitely not for everybody and I understand totally those that would rather buy something they really want!

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  7. How long is the code reedemable?

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