Berlin — The chic’s in the mail in Germany. No fewer than five beauty sampling services have sprung up this spring, modeled on successful U.S. startup Birchbox, which launched its own mailbox beauty offering in September with $1.4 million in venture capital money and now has thousands of subscribers.
Start-up GlossyBox, new in March, has Kiehl’s, Elizabeth Arden, Laura Mercier, Penhaligon’s, OPI and Annick Goutal among its offerings. Its online beauty magazine, BooBox, which came out in April, lists Uslu Airlines nail polish, Philip B hair care products, Austrian skin brand Tiroler Nussöl, and Rouge Bunny Rouge makeup as sample selections. There’s also Kosmetik.de, and then Odorbox, which has already been taken over by BooBox.
Though the names may vary, the offering is pretty much the same — a selection of four or five cosmetics samples swathed in tissue paper and bound with ribbon, sent by post to Germany, Austria and Switzerland. The price is 10 euros a month, or $14.25 at current exchange, though some offer a discount for yearly subscribers. As per the Birchbox model, customers can sign on and exchange product reviews and beauty tips through various social media platforms, earn points towards free sample boxes by filling out questionnaires, and click through to purchase full-size products at selected e-tailers. Customer feedback and evaluations are passed on to participating brands.
The newest addition to the field has a few differences. It comes from perfumery giant Douglas, which made its first delivery in May of the Douglas-Box-of-Beauty, containing a full-size Anny nail polish, and “luxury-size” samples of Calvin Klein’s CK One, Shiseido skin cream, and HerCut styling balm, as well as a 10-percent off coupon for a later purchase of any of the products.
The first edition of 5,000 sold out in advance the week it was launched — well before the planned delivery date of May 20.“The cosmetics branch is very innovative and we love to introduce our customers to product innovations,” said Douglas spokesman Michael Rotermund.
The German market is quite enamored of copycatting U.S. Internet start-ups; Groupon, eBay and YouTube all have their carbon copies auf Deutsch. The love is not always mutual — in 2009, Facebook’s German twin, StudiVZ, was sued for being too close a likeness to the social networking giant.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
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The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye