Liberty London moves into subscription beauty with innovative offer

By

Sandra Halliday

Published
Sep 28, 2021

Upscale UK department store business Liberty London is entering the beauty subscription market with what it describes as a "first of its kind" beauty offer, giving customers access to more than £300 worth of complimentary beauty Discovery boxes every quarter with the service costing a “fully redeemable” £20 a month.

Its Buying Director said it’s “the only beauty subscription that literally pays for itself”. Registering for The Beauty Drop will also qualify customers for free delivery on any online purchase all year. 

The service launches on Thursday for customers who are already part of Liberty Collective with other customers able to “register their interest” from this date to be contacted for the December sign-up window.

As a way to encourage customer loyalty, it certainly comes across as a powerful tool and with it claiming to be the only beauty subscription service offering this large amount of complimentary products, it's likely to be popular.

The Beauty Drop “will offer Liberty’s devoted beauty community expert curation and unbeatable value”, it said with the “100% redeemable credit to spend in-store or online straight away or banked for a bigger purchase down the line”.

The launch reflects the importance of the beauty category in recent years, and particularly in the light of the pandemic. 

“The events of 2020 and 2021 have shown that beauty is not only a non-negotiable part of our collective self-care routine but it’s an industry built on incredible innovation”, said Buying Director Sarah Coonan. “We wanted to work closely with our loyal community to make shopping with us even more rewarding. What has become clear is how much our beauty customers love our curated edits; from the iconic Liberty Beauty Advent Calendar which sells out every year, to our high-value Beauty Kits where we often partner with incredible industry experts. The Beauty Drop is the next evolution of this.”