Condé Nast’s Allure and Brides Team Up for Special Edition Beauty Box
It's the first of many collaborations planned to boost direct, recurring revenue for the beauty brand.
Allure will be giving subscribers to its monthly Beauty Box product sample kits a taste of some Condé Nast sister titles.
For the first time, the beauty magazine will collaborate with Brides to create a special edition Bridal Box, the first of several such collaborations Allure has planned for the year ahead, publisher and chief revenue officer Agnes Chapski announced today.
Featuring brands like Aerin, Kaplan MD, and Rimmel, 5,000 custom-designed boxes will include ten deluxe product samples in total, curated by Allure editor Michelle Lee and Brides editor Keija Minor. Despite a retail value of $131, the Bridal Box can be purchased for $49.95 on Allure's website (non-limited-edition Beauty Box subscriptions cost $15 per month or $165 per year). The special-edition boxes come with a "mini magazine" featuring content from both Allure and Brides.
"We love the idea of combining our forces to introduce and bring consumers the best products that represent both our brands," said Chapski in a statement.
The collaboration isn't limited to Brides. Later this year, Allure plans to introduce Beauty Boxes alongside Condé Nast Traveler (Travel Essentials), Teen Vogue (Back-to-School), and GQ (Grooming).
Looking to tap the recurring, direct consumer revenue well coveted by publishers, Allure debuted the Beauty Box program around mid-2014, as a successor to the former Allure Sample Society. Since then, it's grown the program's base to about 30,000 monthly, paying subscribers, according to Fashionista.