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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast