It’s occurred ti me that Beauty Drop really went wrong due to a mismatch of standards.
So one element is that thought they could not only really capture a lot of spend with Beauty Drop, but become the preferred supplier of a lot people with heavy beauty spends because of it.
With this, in effect Beauty Drop was really just meant to be being generous with samples for loyal customers who spend a lot, just like beauty counters traditionally are with regulars.
And that the fulfilment of all those lovely extra orders could be done cheaply at a warehouse in the back of beyond, so they’d have beauty hall spending levels with supermarket throughout and low overheads.
The mismatch element is that the delivery and especially the packaging is atrocious. The beauty drop box itself is ok packaging, but if you order something, it’s a dirty box and some stinky brown paper. It’s worse than Amazon.
Far cry from the perfumed tissue paper and glossy bags or boxes and/or environmentally influenced minimalism that other beauty places specialise in, even online.
And that mismatch just means that people who might have switched their spending over and above the beauty drop charge just haven’t. The packages are just so disappointing. It’s like over 100 years of retail expertise just vanished into thin air.