OK!, the celebrity-focused magazine, has ventured into the beauty box market with a new monthly subscription service.
Subscribers to The Beauty Edit box can sign up to either one-month, three-month or six-month deals priced at £15, £14 and £13 per month respectively. Each box contains a minimum of five deluxe or sample size products with the total retail value of the box reaching £65.
The first box contains Percy & Reed’s Eau My Goodness Perfectly Wonder Balm, Balance Me’s Vitamin C Repair Serum, Dr.PawPaw Outrageous Orange lip balm, Barry M Crystal Rock nail polish, Murad Night Fix Enzyme Treatment (10ml), and two Parfums de Marly samples. OK! says each box with be worth at least £50.
The three-month and six-month subscriptions also include edition of a glossy beauty and lifestyle magazine and access to expert beauty content, and the service forms part of OK!’s VIP club initiative.
Media brands are increasingly turning to the beauty sampling market to drive engagement with their audience and offer beauty brands a route to market. Earlier this year British Vogue launched the Vogue Insiders club, which enables readers to sample new launch products and feed back on them, as well as gain early access to events and dedicated content.