# Collaborative Beauty Boxes Birchbox' Collaborative Marketing Campaign Drives Visits to Selfridges By Laura McQuarrie | Published 2015-09-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/collaborative-marketing References: [luxurydaily](https://www.luxurydaily.com/selfridges-tests-subscriptions-with-birchbox-sample-kit/) & [blog.birchbox](http://blog.birchbox.co.uk/how-to/coming-soon-build-your-own-birchbox-at-selfridges.html) In celebration of its fifth anniversary, BirchboxUK teamed up with Selfridges for a [collaborative marketing campaign](https://www.trendhunter.com/trends/hourglass-and-barneys-new-york). At the [Oxford Street Selfridges](https://www.trendhunter.com/trends/hmv-oxford-street-and-sony-pictures) in London, visitors are now able to pick and choose from six deluxe samples to be included in a limited edition Birchbox. Some of the cosmetic brands included in the promotion include cult favorites like [Benefit](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop), Stila and Nuxe. Visitors will be able to take home one of the limited edition Birchbox kits for a cost of £15 and as an extra incentive, newsletter subscribers will be eligible to snag an additional two beauty products. Considering that there has been quite a bit of debate about whether or not luxury products should be included in the beauty subscription, this is a novel way for the brand to test a trial run of the concept with the help of an esteemed retailer. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 35% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Collaborative Marketing Campaigns:** Opportunity to drive customer engagement and sales by partnering with other brands or retailers for marketing campaigns. - **Limited Edition Kits:** Creating exclusive and limited edition products to generate excitement and urgency among customers. - **Incentives for Newsletter Subscribers:** Using incentives such as additional products or discounts to encourage customers to subscribe to newsletters and increase customer loyalty. ### Industries Being Reshaped - **Beauty Subscription Boxes:** Integrating luxury and cult beauty brands into subscription boxes to attract a wider range of customers. - **Retail:** Partnering with well-known retailers to create collaborative marketing campaigns and increase brand exposure. - **E-commerce:** Utilizing online platforms for selling limited edition kits and reaching a larger customer base. ## Related on Trend Hunter - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Charitable Beauty Product Boxes](https://www.trendhunter.com/trends/look-good-feel-better-x-the-perfume-shop.md) - [Mobile Beauty Supply Pop-Ups](https://www.trendhunter.com/trends/sally-beauty1.md) - [Game-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/beneland.md) - [Limited-Time Branded Beauty Collaborations](https://www.trendhunter.com/trends/kate-somerville1.md) - [Collaborative Cosmetic Concept Shops](https://www.trendhunter.com/trends/hourglass-and-barneys-new-york.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Immersive Beauty Shopping Experiences](https://www.trendhunter.com/trends/elf-cosmetics-4.md) - [Patisserie-Inspired Beauty Pop-Ups](https://www.trendhunter.com/trends/este-lauder-x-ladure.md)