Birchbox Releases Holiday Beauty Pulse Survey

Based on subscribers’ answers, future product samples and full-size products in the Birchbox shop will be influenced by the survey.

Beauty subscription service Birchbox has revealed the results of its second quarterly seasonal survey.

“We’re a data-driven company,” said Katia Beauchamp, co-chief executive officer and co-founder of Birchbox. “We are designed to serve subscribers and brand customers.”

More than 3,000 Birchbox customers participated in an online survey over the course of one week. The 21 questions ranged from online shopping preferences to favorite holiday lip colors.

A few survey questions were based on celebrities that Beauchamp said appealed to the Birchbox customer. For the question, “If you could have one celeb style you for a holiday party, who would it be?”, Rachel Bilson was voted first place out of the choices of Sarah Jessica Parker, Kate Hudson, Rachel Zoe and Olivia Palermo. Other questions ranged from what regions in the United States prefer red lip colors to what types of beauty products people most like to give versus what type they like to receive. Beauchamp revealed that among all of the survey results, she was most surprised that more than 80 percent of Birchbox customers marked giving or receiving a gym membership for the holidays as a “don’t.” The good news for Birchbox and the rest of the beauty industry is that survey respondents hope that one out of four of every gift they receive is beauty-related.

Among its findings, the survey showed also $556 is the average amount Birchbox customers set aside for holiday budgets and that customers expect to receive an average of eight gifts during the holiday season.

“Subscribers are interested in seeing new data points,” said Beauchamp. “We also use surveys to cross-reference results in general, and to make sure reality is matching. It helps us understand what to expect about our business.”

As a company founded on the idea of making new beauty products accessible to women everywhere, Birchbox plans to capitalize on its findings. And according to Beauchamp, it’s important to share those results with the customers. “We consider ourselves an editorial company as well as a marketing and retail company,” she said. “We want to be at the forefront of conversations.”

The survey questions, which were collaboratively written by Birchbox’s editorial, marketing, and analytic team, focused on fun queries for customers, but also subjects that could be applied to the company’s business model. Based on subscribers’ answers, future product samples and full-size products in the Birchbox shop will be influenced by the survey.