Report: Sephora expanding omnichannel lineup with subscription service

New York —Sephora is enhancing its omnichannel appeal by taking a page out of Birchbox’s playbook.

The beauty giant will test a beauty subscription service, called Play! By Sephora, in Boston, Cincinnati, and Columbus, Ohio, in September, reports Women’s Wear Daily, with additional markets to be added in 2016.

The box will cost $10 monthly, with products selected in line with a specific theme. It will include a ‘Play! Book ’ which will include beauty info, application tips and a Spotify playlist. Customers can access enhanced content, including augmented reality experiences, in the book through a Sephora app on their smartphones, Women’s Wear Daily reported.

Sephora will host in-store events for subscribers in select markets.

Sephora operates approximately 1,900 stores in 29 countries worldwide, with an expanding base of over 360 stores across North America.