Beauty box brands should not solely focus on retention rates

Birchbox Director General Quentin Reygrobellet says focusing on retention rates means misunderstanding the market

The French enjoy beauty boxes, but retention rates are low, according to a survey by Kantar World Panel.


The survey found that 62% of French households had heard of subscription box services but awareness rates were higher in those under 35, at 75% compared with 45% of over-65s.

When respondents were asked if they were still making use of a subscription, a surprising 78.2% said no, which indicates low retention rates.

However, to read this figure as negative is to misunderstand the market, claims Quentin Reygrobellet, Director General at Birchbox, one of the leading beauty box companies in France. 

“Above all, beauty boxes, . . .

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