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LIVING IN A BoX

Published: Monday, October 02, 2017    



By Sana Panjwani

With subscription boxes on the rise, Glambox Middle East has taken the regional beauty scene by storm. Oasis Living chats with CEO Matthieu Guinard

Beauty is a booming industry in the UAE with consumers recorded to have spent US$2.1 billion on personal care just last year. This number is expected to rise to $2.7 billion by 2020, according to business intelligence frm Euromonitor International.

Between cosmetics, fragrances and countless tubes of sunscreen, the regional growth in grooming is being driven by a young and affluent population that holds a high awareness of fashion and beauty. This interest has been spawning new businesses and products left and right, including a particularly unique venture, Glambox Middle East (glambox.me) – which has found success by bringing the latest beauty, makeup and grooming products to the doorstep.

Launched in 2012, the startup is a subscription box service which delivers a monthly package of travel-sized beauty products for subscribers to test out, and experience new items.

“We wanted to bring the special experience of discovering beauty and cosmetics to the luxury of our customers’ homes,” said Matthieu Guinard, CEO of Glambox Middle East.

“It’s a way of keeping our subscribers upto-date on the latest and greatest seasonal trends too.”

Currently, there are two kinds of Glamboxes, For Her and For Him, the latter of which was recently launched in May 2017 in response to the rising male interest in grooming and general well-being.

“The hipster beard trend was a key factor too,” said Guinard. “Male grooming is becoming the norm, and yet the market offering still falls short of demand. That’s where For Him came in. We are the frst quarterly grooming box allowing men across the region to experience and experiment with their routine.”

Glambox offers a range of subscription packages, with monthly options available for women as well as packages of three, six and twelve months. For Him boxes come in one, two or four box packages, delivered at quarterly intervals.

A PEEK INSIDE

Each box contains fve carefully curated items chosen by the company’s own team of beauty and grooming experts. The mix of products – including emerging and classic brands – is varied to ensure that there is something for everyone, and comes with detailed explanations and tips on how to use each item, presented on Glamcards.

Glambox also brings exclusive vouchers and offers for customers to enjoy in their box and website as well as their recentlylaunched app. The products reflect the monthly changing theme of the box with past motifs including a Maybelline exclusive package and a Beauty By Nature look which brought organic and all-natural cosmetics. Featured brands include L’Oreal, Caudalie, Bioderma, The Man Company, Rituals and GOSH to name just a few of the 200 collaborations.

FEATURES FOR FOLLOWERS

Glambox also runs a popular blog supplying followers with a litany of beauty

“…the regional growth in grooming is being driven by a young and afuent population”

tips, haircare trends, grooming advice and how-to guides on box products. The business also runs a Glambox Beauty Brand Ambassador programme, launched to further connect with followers. These ambassadors work to provide a down-to-earth voice of the brand that is relatable to all.

THE KEY TO SUCCESS

With its unique approach, Glambox has quickly become a beauty trendsetter in the UAE, as well as in Saudi Arabia, collectively servicing thousands of subscribers. It keeps a simple philosophy – make beauty and grooming fun, convenient and luxurious.

“Our innovative vision on experimenting with and expanding on traditional beauty and grooming routines has helped us send out hundreds and thousands of boxes in the past years,” said Guinard.

“Overall, consumers spend more time pointing and clicking to order online, rather than trying on products inside traditional stores, hence subscriptions such as Glambox For Her and For Him are flling the void.

“We’re pioneers in the industry within the region, and we don’t plan to slow down anytime soon,” he added.
 
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