The two women-led businesses are appropriately collaborating this month on a collection of ‘Pretty Mighty’ deluxe samples.
"We built Birchbox to make it easier and more fun for busy women to discover beauty. That mission drives us every day, but March is an especially important time for us to honor, support and empower women," Katia Beauchamp, Birchbox cofounder and CEO, says is a media release about the partnership with Draper James.
“Reese Witherspoon is an inspiration and role model to all of us; she is a multi-talented badass and founder of Draper James, a brand we love because it embodies a confident and feminine woman. We're so proud to partner with them to celebrate our pretty mighty customers.”
Consumers don’t have to be Birchbox subscribers today to get a hold of the unique collection. Anyone who signs up for the subscription service before the 24th can opt to receive the Pretty Mighty version of Birchbox. And the same goes for active subscribers; for them the Pretty Mighty box is an optional alternative to the personalized sample box.
The Pretty Mighty box contains: Benefit Cosmetics The POREfessional Face Primer, R+Co Dallas Thickening Spray, Clarins Hydra Essential Silky Cream, ARROW Boost Color Enhancing Lip Balm, and Davines OI All in One Milk plus OI Shampoo + Conditioner. All of which are ostensibly “Reese’s power products.”
“We are so excited to team up with Birchbox, another dynamic, female-founded company, to celebrate Women's History Month,” Reese Witherspoon tells the press. “We had a lot of fun putting the box together to honor all of us - mothers, sisters, friends, daughters and coworkers - as the powerful women that we are.”
Cleverly, the partnership goes beyond offering a stylized alternative to the usual monthly offering. There’s also an option to buy a Power Beauty box. This one comes with a mix of travel-size and full-size beauty products, plus a Draper James makeup bag as well as a trinket tray.
This option launches on March 6 and available through the Birchbox ecommerce site and at the company’s SoHo store here in New York City.
Overall it’s a collaboration in what some have called femvertising: ads, promos, and branded initiatives that support and empower women. Whether it makes sense do business this way one month out of twelve or otherwise apparently remains up for debate.