Photo by hwgirl
月に1度届けられる私だけのボックス。開けるまで中身は内緒。
2010年の創業以来、全米で爆発的な人気を得ているコスメECサイト、「Birch Box」をご紹介します。
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「Birch Box」とは、サンプルサイズのコスメを詰め合わせたボックスを$10/月で自宅に配達してくれる定期購入型のサービスです。各ユーザーは申し込み時に肌質や髪のタイプファッションの系統、その他のお悩み等をプロフィールに記入し、その内容に応じてBirch Box側がサンプルを毎月4,5種類セレクトします。
届けられるボックスの中身はユーザーに合わせてカスタマイズされているので、自分だけのオリジナル。毎月新しいコスメが手元に届き、気軽に試すことができる。そして気に入った商品は、そのままBirch Boxのウェブサイトからフルサイズのものを購入することができます。これにより、化粧品メーカー側にも販売機会が増えるというメリットも生まれます。そんな、ありそうでなかったサービスが多くの顧客の心を掴みました。
Photo by Tiffany Robinson
当初は女性ユーザーのみをターゲット層としていましたが、最近は男性ユーザーに向けたサービスも開始されています。
ただ手元に届くだけではない、豊富なウェブコンテンツ
Birch Boxが幅広く支持される理由は他にもあります。同社のウェブサイズでは、サンプルや販売している製品の使用法や、メイクアップのワンポイント動画を豊富に掲載しています。動画は化粧品のプロフェッショナル達によって監修されているので、納得のクオリティです。
メイクのハウツーを学ぶと同時に、手元に届いたサンプルを最大限に活用する事が出来ます。
動画以外にも製品の成分やメリット・使用方法などをまとめた記事や、美容全般に関するコラムなど、とにかく充実のコンテンツ。尚、ウェブサイトは頻繁に更新され、トレンドを取り入れたコンテンツが配信されています。サンプルが届いて終わりではなく、実際に試してみて気に入ったものがあれば購入もでき、同時にトレンドのチェックをしたりメイクアップのスキルを高めることも出来る。豊富に提供されるサンプルや取り扱い商品数だけではなく、値段以上のきめ細かいサービスが幅広い層からの支持に繋がっています。
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