Sephora launches subscription beauty box

Sephora is launching a subscription beauty box for $10 a month. Reminiscent of competitor Birchbox's subscription box, Play! by Sephora will send subscribers five products a month centered around a theme.

In addition, members will receive bonus beauty samples and Spotify playlists, Fast Company reported. The box will debut in September in Boston, Cincinnati and Columbus, Ohio. A larger rollout is slated for next year.

Sephora comes with a loyal group of consumers, but Birchbox, which also charges $10 per box, has more than $72 million in funding and brings in $170 million a year. In addition, the competitor opened its first brick-and-mortar store last July. However, Sephora operates 1,900 stores around the world. 

Sephora launched an innovation lab in San Francisco earlier this year. From that endeavor came Flash, a subscription service similar to Amazon (NASDAQ:AMZN) Prime, that offers free two-day shipping on all online purchases for just $10 a year.

"Our digital innovations have always been developed with the client in mind—what will be useful and helpful to her, as opposed to trying a bunch of technologies to be buzzy and interesting," Bridget Dolan, VP of Sephora's innovation lab, told Fast Company.

For more:
-See this Fast Company article

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