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.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)