Eight Hair Care brands in L2’s Digital IQ Index: Hair Care & Color participate in Birchbox, and the sampling platform’s 800,000 subscribers have proven effective in increasing visibility, brand awareness and conversion. Fekkai has an average of 656 Birchbox reviews per product to date, whereas products on its brand average one review per product. Miss Jessie’s had the highest number of Birchbox reviews per product, 1209, compared to none on its own site.
Birchbox incentivizes users to review samples they receive by doling out rewards points. Each review earns 10 points, and 100 points gets $10 off a full-size product on Birchbox.com. Yearly subscriptions and referrals earn additional points, increasing the possibility of conversion (and the ability to track it) for brands. Stila, for example, saw a 11.2% conversion (more than 10x the industry average) among those who received its sample eyeshadow palette in their Birchbox. Furthermore, about half of Birchbox subscribers regularly purchase full-size products from the site.
Seven of the eight brands enjoyed more reviews on Birchbox, with the exception of Carol’s Daughter. The brand site has 56 reviews per product compared to Birchbox’s 40, partially due to the brands exceptionally high interaction with consumers (two daily emails) and strong loyalty program. While brands can replicate the Birchbox effect on their own sites, the platform could be an easier and surefire way to do so.