Birchbox is getting into the spirit of awards season with a Step and Repeat box, launching in February, full of products inspired by recent red-carpet trends.
“Awards season is one of those moments when celebrities become on everyone’s radar,” said Katia Beauchamp, cofounder of Birchbox. “We wanted to bring this moment to life.”
Featuring brands like Smashbox, OPI and Dr. Brandt, the February Birchbox was curated by Us Weekly beauty editor Gwen Flamberg and will be available to the brand’s more than 400,000 subscribers and those who sign up for the monthly beauty box service before Feb. 15. Customers looking to subscribe can visit birchbox.com/usweekly beginning at 9 a.m. Wednesday.
In addition, on March 2, after the Oscars, Birchbox will introduce an online shop based on the night’s trends.
According to Beauchamp and Flamberg, when it comes to beauty, consumers can expect an awards season that celebrates the individual.
“What’s most important is that there are going to be so many different trends, it’s about being an individual,” said Beauchamp. “It’s the diversity that’s interesting.”
This past year, Birchbox has partnered with a number of retailers, brands and entertainment outlets including Madewell, Anne Taylor and the USA Network’s “Suits” for Birchbox Man.
The brand’s most recent collaborator, announced this fall, is JetBlue, for whom Birchbox created an exclusive amenities kit for its new premium cabins, set to take off on June 15.
“When we started Birchbox, we realized so much in the power of the trial of product and helping consumers understand its context in their lives,” said Beauchamp, adding that her company is available internationally in the U.K., France and Spain. “We are really interested in what is that thing that will resonate with our subscribers, and we want to make sure it doesn’t become something they would expect.”