The beauty industry has served as a sort of catalyst for a whole new way for consumers to buy products, according to a report from Fast Company. Subscription boxes like Birchbox have captured the attention of customers and spurred businesses in other industries to start their own subscription services as well. So how many consumers have subscribed to health and beauty boxes already? And how many are likely to do so going forward? We asked 1,000 consumers about their thoughts on beauty subscriptions and the growing subscription commerce market.
In Ask Your Target Market’s latest online survey, 9% of respondents said that they have subscribed to multiple product subscription boxes in various niches. 22% have subscribed to one or two. And another 20% have subscribed to those services in the past, but don’t anymore.
In addition, 4% of respondents said that they currently subscribe to multiple boxes that are specifically for health and beauty products. 13% said that they subscribe to one such service. And another 13% said that they have in the past, but don’t currently.
According to Personality Radar, those who subscribe to health and beauty boxes are likely to be young, trendy and social. They’re also likely to be fairly tech savvy, which suggests that reaching those consumers online could be a beneficial strategy.
Ipsy, Birchbox and Dollar Shave Club were among the most popular brands in this category. And of those who have subscribed to beauty boxes, 70% said that they have been at least somewhat satisfied with the experience, making them significantly more satisfied than those who have subscribed to other types of services.
Looking forward, 43% of overall respondents said that they are at least somewhat likely to sign up for new subscription box services within the next year. And 68% of them said that they are interested in subscription boxes that offer health and beauty products, making it the most popular category among those future consumers.
Additionally, 68% of those who already subscribe to health and beauty boxes said they are likely to sign up for new services within the next two years. And 83% of them are specifically interested in signing up for more health and beauty related subscriptions.
Health and beauty subscriptions are certainly poised for even more growth in the coming years. And those who are most likely to subscribe to those services are young, trendy and social, which means that reaching out to those consumers through others could be a beneficial route. For instance, brands could use influencer marketing to show the trendiness of their offerings, while also getting their products in front of people who are likely to follow popular accounts on social media. Some brands have also successfully implemented referral campaigns to get their customers to post about their purchases on social media, which can in turn lead to even more trendy, social consumers hearing about those services. In addition, those who already subscribe to health and beauty boxes seem fairly open to adding even more services to their list. So targeting those consumers via social or search ads could also be a good way to get the attention of even more potential customers.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on March 5 via AYTM’s online survey panel.