To Covent Garden today where I helped luxury beauty subscription company Glossy Box host their 2nd birthday party! Presiding over a GIANT Glossy Box that opened every other hour to reveal free May boxes, I had so much fun meeting wonderful fans and hanging out with all the glossy girls, sharing beauty tips and tricks!
Launched in the UK in May 2011, Glossy Box has over 36k subscribers in the UK alone, helping consumers discover new beauty products for £10 a month, via luxurious little samples from companies including Givenchy and Nails Inc. In a moment of calm in the air stream trailer we had parked next to the box, I sat down with their uber CEO Kate Cornell to discover more about the business…
AMBER: Kate you joined as CEO in 2012 at the age of 24, what were your main aims coming into the biz?
KATE: Glossy Box had grown rapidly and there was a slight imbalance between demand and the quality of supply. My first focus was to streamline logistics, improve the tech spec and most of all get a great team together.
AMBER: From Netflix to Quarterly, subscription models are a hot ticket in ecomm right now – why?
KATE: It’s an extremely straight forward business models with a transparent revenue stream that makes cash flow easy to manage. A loyal customer database provides us with valuable consumer insights such as, the average woman in the UK spends over £50 a month on beauty related products or that women place more importance on beauty than buying a house! The model does have it challenges though, we found users were unsubscribing after 7 months so we introduced collaborations with celebrities and brands e.g. Pearl Lowe and Harrods which helped retain subscribers.
AMBER: Net-a-Porter have recently delved into beauty- what are your thoughts on this?
KATE: Yes we recently met with them actually- I think if anything it proves there is a growing market for luxury beauty products and that more can be done to emphasize the link between beauty and fashion. What we know is that people want to have luxury but not pay full price.
AMBER: It’s almost like your a decadent pringle once you pop….
KATE: Yes well there is an extremely high conversion rate in beauty between trying and buying.We’re offering you a luxurious experience of discovery for £10 coupled with our online content it makes for an engaging proposition.
AMBER: What are your tips for start ups about managing a team?
KATE: I believe whole heartedly in the importance of a lean team with one vision. Surround yourself with people from all different backgrounds that bring different points of view to the table but ultimately have passion. I like to be harsh but fair and love engaging the team in yoga once a week or group runs and regular team lunches- It’s important to reward your talent and create an atmosphere of unity.
Thanks to Kate and the team and everyone who came down to celebrate with us today! Check out Glossy Box here!
#TODAYIWORE: All Saints Dress and Jacket, Charlotte Olympia Shoes, BARK for MYFLASHTRASH Jewellery
♥ Sunset Palm Tree Hoops £115 ♥
