Birchbox Man announced the launch of a virtual reality initiative in partnership with River Studios. The retailer will debut original, virtual-reality content, an app to play the content, and a custom cardboard viewer that will be included in the monthly August subscription box.
Designed for a 360-degree video experience, customers will get to experience driving a race car, surfing through a wave, motorbiking down a dirty road and helicoptering over a metropolis. The film was made using TriggarVY cameras in order to get the realistic, live-action video.
"We're committed to bringing a sense of discovery and innovation to our customers, so the opportunity to give them access to a brand-new experience through virtual reality is incredibly exciting," said Brad Lande, general manager of Birchbox Man & Lifestyle. "By tapping River's foothold in this emerging technology, we're able to take our subscribers on quite an adventure with a simple cardboard viewer."
The viewer kit will come in the men's monthly boxes along with the usual personalized grooming items. In order to experience the virtual reality, subscribers will then need to download the new app and slide their smartphone into the viewer.
"We've reached a tipping point where this technology is now on the verge of becoming mainstream among a consumer audience," said Mike Rothenberg, founder of River Studios and CEO of Rothenberg Ventures. "Birchbox Man was a natural partner for our first retail launch, allowing us to reach its customers directly at their doorsteps."
The men's category is a new focus for Birchbox, which announced earlier this week that it will open two additional brick-and-mortar locations in 2016, one dedicated to men's products.
The retailer first launched online in 2010 and opened its first brick-and-mortar store in New York's SoHo neighborhood last year.
-See this Birchbox press release
Birchbox continues physical store pilot
Birchbox members boost sales of other beauty retailers
Cratejoy launches marketplace for subscription boxes
Birchbox uses brick-and-mortar to learn about online shoppers
Birchbox to open its first retail store in Manhattan