Friday, August 7, 2015

Coming Soon: Play! by Sephora Beauty Box Subscription Service ($10 Per Month)

Attention beauty box fans! Sephora is planning to roll out a new beauty box subscription service:

image source: glamour.com
Contents of the first Play! by Sephora Beauty Box titled
"Uncover the Essentials," launching September 2015

This service will cost $10 per month and you will receive five products plus "a few bonus samples thrown in." The program will roll out in test markets beginning September 2015 (with more regions to come).

Keep reading for more info...

From wwd.com:
While beauty subscription box purveyors are increasingly looking for bricks-and-mortar distribution, one of beauty’s biggest brick-and-mortar retailers is looking to get in on the subscription-box trend. Beauty giant Sephora will begin test-marketing Play! By Sephora in Boston and two Ohio cities, Columbus and Cincinnati, in September, producing 10,000 boxes for the initial offering. In 2016, the concept will widen to an unspecified amount of additional U.S. markets. Consumers can sign up to be notified when the service will be available in their area on sephora.com/play. 
...The Play box, costing $10 monthly, will be curated each month around a specified theme, and will deliver “the knowledge and all of Sephora in a box,” said Deborah Yeh, senior vice president of marketing for Sephora. The first box, Uncover the Essentials, offers five items: Sephora Collection Rouge Infusion lip gloss in Peony, Marc Jacobs Beauty Highlighter eyeliner in Blacquer, Ole Henriksen Sheer Transformation Face Crème, Bumble and bumble Hairdresser’s Invisible Oil and Glamglow Supercleanse facial cleanser. October’s theme is skin care.
From Glamour.com:
Each box will contain five products curated around a theme along with a corresponding Spotify PLAY!List. 
From Harpersbazaar.com:
Each month will have a theme, like skincare or cosmetics, and each box will have a few bonus samples thrown in as well. Subscribers can also show up at any Sephora store to learn how to use the samples and will get access to exclusive events.

UPDATE: Those in the test markets of Boston, Columbus and Cincinnati were able to sign up for this service via this link: sephora.com/play. But as of the time of this update, all slots are now filled (the slots were very limited to begin with). But definitely click that link to sign up to be notified when this box will be available in your area.

I can't seem to find confirmation that the five products in each box will always be deluxe samples (although it looks like the five in this first box are all deluxe sample size), but I'm guessing that will be the case. That's all I know so far, and I hope this helps those of you who were wanting more info about this new service (or didn't know about it until this post)!

Thanks so much to readers @scarlettempressx3, @lippiesandlotion, @nonamemary, Waymire01, and Jenn for the tips about this new service (and thanks to anyone I may have missed; my in-boxes have been slammed today and I'm sorry that I haven't been able to keep track of emails/DMs/tags/tweets, etc.).
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21 comments

  1. I usually don't subscribe to boxes (Birchbox, Ipsy...etc) but I will to this one because when I looked at other boxes, their products either don't interest or I don't know anything about them and I'm not into trying out products I don't know about. I'm already waiting impatiently for this to be released next year because I'm a HUGE fan of Sephora's own line, Marc Jacobs AND Ole Henriksen.

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  2. This is amazing!! I have Birchbox and Ipsy and I do occasionally come across brand new cosmetic lines that make me a little leery but I have also found some amazing products too. Like you said....its filing and it's good. I'm in. Thanks for the info!

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  3. I am kind of excited for this (wish I lived in one of the launch cities!) But I think many people will still be disappointed... most people want mostly cosmetics so if each month is going to be themed I assume some months will focus on hair, skincare, (fragrance?) etc. Subscription boxes just can't win with some people! Knowing the awesome brands Sephora carries and the fact that it's only $10 makes this very appealing though. I love Birchbox but I know some people want more well-known brands and Birchbox is home to a lot of lesser known brands (in addition to big brands).

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  4. I am so excited! I live in the Columbus area currently and my college is in the Cincinnati area! I'll be stalking that link to sign up! I was debating on canceling ipsy... Now I think I'm going to do so for sure.

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  5. I'm from the UK so don't stand a chance of ever getting one.we don't even have a shop.but I'm visiting NY soon and guess where I'm heading ♥:-)

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  6. Do you have to live in those cities to be eligible? Will they ship to us in Cali, if we signed up?

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    1. You will only be able to have access to the subscription if you're in one of those cities (I'm guessing they will verify this via the zip code linked to your account). That's why I suggested signing up for updates via the link in this post (when it goes live) so you'll be notified when it's available in your city. :)

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    2. I live in TX and was invited to participate. So I think it has something to do with your order frequency and VIB status as well.

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    3. I am in Texas and got an invite. Just got notice my box is on the way. I was so surprised because I am not in the states that are mentioned. Can not wait to receive!

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  7. I'm in a Boston suburb, crossing fingers.

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  8. Gosh I hope I can score this subscription when it goes nationwide!

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  9. This will definitely be one of the most successful beauty subscription boxes, don't you think??!! Sephora already has access to the products that we all love. I can't wait for them to debut in the Dallas market!! I hope it's soon! Stacie xo

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  10. OMG a dream come true. I can't wait til it hits Texas. I wish somehow you got your subscription earlier if you were a Rouge member

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    1. I'm in Tomball, Texas and I got my invite today. I am a VIB but not a rouge member.

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  11. I might just sign up.thanks for the info.

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  12. The 5 items included in these boxes would be considered 100 point perks if selected through Sephora. I already think that the Sephora point perks aren't worth how much has to be spent to redeem them, so the Play! box definitely cheapens the value of the point perks for me. ��
    I would be curious if participating as an established Beauty Insider would add any points to the member's beauty bank... The worthwhile perks are far and few between but that doesn't mean we can't prepare to for them when they pop up. ��

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    Replies
    1. Yes I read the boxes will count towards your beauty points.

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  13. I trust just about everything sold at Sephora, so I am guessing everything in this box will be a win. The Spotify collaboration is interesting. Maybe it will give you the feeling of shopping in store listening to trendy music if you play it while you open your beauty box!

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  14. I live in Columbus and will absolutely be checking this out when it launches! Thanks for the head's up!

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