TribePride – A beauty subscription service provider, partners with UK-based, female-led beauty start-ups on putting together themed monthly boxes. The boxes can be purchased as one-offs, rolling subscription or 3/6-month subscriptions. All product samples placed into boxes were stocked on TribePride’s online shop as full-size products.
TribePride is just one in a growing market of beauty subscriptions. While it has it’s USP of supporting female-led start-ups, it is aware that a large proportion of its audience is more concerned with the products included in the boxes, than actually supporting female-led UK start-ups.
A number of TribePride’s competitors had started to offer welcome perks for those purchasing either rolling or set month subscriptions. These include:
TribePride was aware that they need to compete in this market but didn’t want to emulate one of these ideas. They wanted to offer a perk of membership that gave the member more choice but doesn’t require TribePride to hold items within their warehouse, as space is at a premium.
TribePride’s boxes are targeted at the following audience:
The audience is reached in a number of ways:
Surveys were sent to over 250 members, chosen to cover all age ranges and membership length. From these, the main findings were:
The prepaid beauty cards were branded in two different ways to account for Xmas changes:
‘Let’s go shopping’ (general offer) – message in card carrier to say ‘We know you’ll love our beauty box… so much so that we don’t blame you if you want to rush right out and get one of these products as soon as possible – so here’s a treat on us! Buy one of your subscription products anywhere on the high street, now with a £15 gift’
‘Let’s go dancing’ (November/December offer) – message in card carrier to say ‘We all love looking and feeling our best… and thanks to the lovely products we will be sending your way we know you’re going to be the belle of the ball! Enjoy a round of drinks, on us!’
Since the launch of new-member prepaid cards 1 year ago:
The decrease in membership cancellations has ensured the programme has an ROI of 261%
Member surveys have been sent again to those included in the original survey base. Comments included:
Satisfaction scores rose by 18% when compared to original surveys.
See more Usage Models below:
*for illustrative purposes only