They created a subscriber-based platform where, for a small price, people would receive beauty product samples suited to their preferences.
This allows subscribers to cut through the noise of numerous beauty products, and in turn, beauty brands can market their products by directly providing samples to people!
Which leads to the question - what sort of campaign did two ladies use grow their 200 subscribers count to an eventual 800,000?
1. They created an exciting concept that consumers were eager to talk about
As most beauty aficionados would know, there is a huge amount of beauty products readily available, which makes it hard for people to decide which product to buy.
More often than not, beauty products require physically trying the product to know if it suits you. As beauty products come in contact with the skin, people heavily depend on trustworthy sources for recommendations: like friends!
Beauchamp and Barna came up with the idea of a virtual friend and beauty advisor who would help curate the clutter and deliver the products to their doorstep.
Many companies fall for the trap of over-feeding content to their customers, but thankfully Birchbox keeps it simple. You just sign up, purchase a box, and you immediately get reminded to tell your friends if it’s awesome (and it’s just a click away!)
A referral program is a deliberate, systematic way of getting people to make referrals to your business. Referral programs are often called word-of-mouth marketing, because they reward existing customers for sharing and incentivize new customers to try out your brand.