Freemans enters beauty box market as beauty sales surge

By

Sandra Halliday

Published
May 31, 2023

Digital department store Freemans has released its first-ever Beauty Box as it aims to make the most of massive growth in the beauty category overall.

The company has seen category sales surging 33% in the year to date and wants to exploit that momentum with a box featuring “a market-leading seven full-size products”. The limited edition focuses on skincare, haircare and make-up and the items are worth over £150 but box is priced at just £55.

The company said this is a key point of difference for it with many beauty boxes offering only mini and travel-sized samples.‘The Beauty Box by Freemans - Summer Edition’ does contain minis, but those full-sized items are the key element. 

They include Sun Bum 3 in 1 Leave in Conditioner (118ml) worth £17, a £25 Diego Dalla Palma MyToyBoy Extra Volume Mascara (13ml), plus Nail Kind Ohh My Orange Natural Vegan Nail Polish (8ml), which has an RRP of £8.

The current box will be followed by a new quarterly one each season. And added inducements include shoppers who buy having access to special offers on repeat beauty buys, while the box itself will also include a bounce-back offer to continue to encourage repeat beauty orders.

The retailer entered the beauty category as a full offer back in September 2021 as part of a complete digital transformation of the 118 year old ex-catalogue brand. Its offer now includes 2,500 lines.