# Department Store Beauty Subscriptions Liberty Now Offers The Beauty Drop Subscription Service By Elena Rahman | Published 2021-09-29 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-beauty-drop References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Liberty_unwraps_firstever_beauty_subscription_service/179500) & [libertylondon](https://www.libertylondon.com/) Liberty, a British department store staple, launched The [Beauty Drop](https://www.trendhunter.com/trends/virtual-luxe-lounge) subscription service. The brand came up with a novel way to get beauty shoppers spending in-store and online as the company recovers from the [COVID-19](https://www.trendhunter.com/trends/athome-covid19-pcr-kits) pandemic drop in sales. As e-commerce sales hit a new high, the beauty seller readjusts its sales tactics with a [monthly subscription service](https://www.trendhunter.com/trends/zapp-subscription-service). Customers are asked to pay a monthly fee which transfers into store credit for online and in-store purchases. Liberty Collective members will have first access to the service this week. Non-members can register their interest this month. All Beauty Drop members are offered a free quarterly beauty Discovery Box curated by the brand's buying team. The membership also provides free shipping on all orders. Image Credit: Liberty ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 75% | Activity: 89% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Department Store Subscription Service:** Department stores are exploring subscription services as a strategy for maintaining sales growth during and after the pandemic. - **Beauty Discovery Boxes:** Retailers are releasing curated boxes of beauty products as a way to bring excitement and value to their subscription services. - **In-store and Online Store Credit:** Offering store credit as part of a subscription service could encourage customers to make additional purchases both online and in-store. ### Sectors Adopting This - **Department Store Retail:** Department stores are adapting to changing consumer behavior by developing new strategies and offerings that meet customer preferences. - **Beauty Retail:** Beauty sellers are creating more personalized and tailored shopping experiences for their customers in order to stay competitive. - **E-commerce Retail:** As online shopping continues to grow, retailers are finding new ways to engage with and retain customers by offering innovative products and services. ## Related on Trend Hunter - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [Beauty Retailing Expansions](https://www.trendhunter.com/trends/revolution-beauty-joins-amazon.md) - [Immersive Beauty Shopping Experiences](https://www.trendhunter.com/trends/elf-cosmetics-4.md) - [Beauty Loyalty Programs](https://www.trendhunter.com/trends/new-customer-loyalty-program.md) - [Progressive Traveler Programs](https://www.trendhunter.com/trends/ennismore-1.md) - [Regency Bodycare Boxes](https://www.trendhunter.com/trends/lush-bridgerton.md) - [Beauty Shopper Transports](https://www.trendhunter.com/trends/delivered-to-beauty.md)