Two years after it began operations in the US, Birchbox acquired JolieBox to gain entrance to the UK and European markets. Today, Birchbox has a multinational presence and faces considerable competition but continues to acquire customers. It now offers sample boxes for men as well as for women.
Nearly 900,000 people have 'liked' Birchbox UK on Facebook and the firm has posted hundreds of how-to and brand-specific videos on YouTube. To reinforce the brand's connection with style, Birchbox has (for a second year) wrapped London cabs in colourful patterns during London Fashion Week. The cabs highlighted the brand name and style connection, and distributed a free Birchbox filled with sample products at the end of every ride.
One of Birchbox's top competitors is GlossyBox, UK-based and also focusing on men's and women's personal care products. This company has customers in 16 nations and offers both monthly and limited-edition special occasion boxes by subscription. GlossyBox's Facebook page has nearly 600,000 likes. It also posts how-to videos on YouTube to encourage customers to try new techniques and new products.
Other competitors are entering the market all the time, and subscription sample boxes are popping up for many other types of products, from pet food to healthy treats. Try, learn and buy is a good way to reduce the inherent risk of new products--meaning products you've never used before. Once you know what suits your personal needs, you will buy the full size with confidence (and, just possibly, become brand loyal to this new product).
This post updates the Birchbox feature in chapter 9 of Essential Guide to Marketing Planning.
