.jpg) Glossy Box, a subscription service that delivers customers a selection of miniature cosmetics products every month, is gaining popularity here. / Korea Times file |
The revision of the cosmetics act, which banned the sale of testers, has disheartened frugal female consumers who enjoyed premium brand products at low prices. Yet, a cheap alternative in miniature cosmetic delivery services has emerged after making, their local debut last year.
According to Glossy Box Korea, the first business of its kind here, it has drawn over 20,000 subscribers so far, and the number is on the increase.
After subscribing, which costs 16,500 won a month, users receive between five to six bottles of miniature cosmetics, packed in a glossy box, delivered every month. The brands differ each time and they range from premium and well-known brands like Guerlain to ones new to consumers here.
“Most Korean women are very interested in beauty trends but there weren’t sufficient options to satisfy their needs. The company’s headquarters in Germany saw the market potential here,” said a spokeswoman for Glossy Box Korea.
Korea was among the first five countries where the service was launched. It is currently available in 17 countries.
The service is helping consumers experience miniature cosmetics for smart shopping amid hundreds of new products pouring into the market every month, which made it difficult for users to choose the product that fit them. They don’t have to line up at department stores to get testers anymore.
The box is delivered on the first day of each month but they don’t know which items are in the box until they open it. “It works like a surprise and triggers their emotions when opening the box. Our subscribers say that they feel as if they are getting presents from someone when they get the package,” the spokeswoman said.
It mainly targets young female professionals who are interested in beauty and fashion but don’t have much time to dedicate to it. On top of providing the best items selected by experts, the service offers them beauty tips. Upon receiving the box, the customers can visit the Glossy Box website to get information on products from makeup artists.
Glossy Box emphasizes that the service has a wide range of effects. “It benefits partner brands as well as consumers. The partner brands can benefit from viral marketing, which help create customers and get feedback effectively,” she said.
While testers were distributed to an unspecified mass, Glossy Box subscribers are mostly leaders in beauty trends. Many of them post reviews on Internet sites or blogs, enabling brands to enjoy marketing benefits.
Regardless of huge distribution costs, cosmetics brands had no way to gather feedback on testers or measure how effective a method was. Glossy Box clients, meanwhile, are rewarded for leaving comments on products or brands.
Glossy Box provides cosmetics brands with accurate analysis based on surveys and online data, helping them set up and execute marketing strategies. Around 50 brands have participated in the Glossy Box marketing so far.
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