Online beauty retailer Lust Have It has outlined three distinct models of subscription commerce, or sCommerce, after revealing its subscriptions have grown more than 1000% over the past year.<\/p>\n
<\/span><\/p>\n <\/p>\n Lust Have It, which describes itself as Australia\u2019s leading beauty box subscription service, was launched in July 2011 by Nicci Herrera, who started the business from the lounge room of her home in Hobart.<\/p>\n <\/p>\n In December 2011, Lust Have It received funds from eCommerce incubator Foundry, which took an undisclosed stake in the business.<\/p>\n <\/p>\n Then in April 2012, Lust Have It acquired competitor GlossyBox.com.au, although the details of this deal are also unknown.<\/p>\n <\/p>\n Over the past year, subscriptions have grown by more than 1000%, the company has revealed.<\/p>\n <\/p>\n To date, more than 60 beauty brands have used the company\u2019s subscription service, including Lanc\u00f4me, Benefit, Shiseido, Kerastase, YSL, ModelCo, Burt\u2019s Bees and Laura Mercier.<\/p>\n <\/p>\n Meanwhile, the Lust Have It online community boasts more than 50,000 women.<\/p>\n <\/p>\n The latest move from Lust Have It is the appointment of Greta Stojanovic, who, as chief executive, has been charged with the task of taking the business to \u201cthe next level\u201d.<\/p>\n <\/p>\n Prior to Lust Have It, Stojanovic was the vice president of strategy at Freelancer.com.<\/p>\n <\/p>\n \u201cIn the current economic climate, it\u2019s even more important for consumers to be purchasing products that are right for them and don\u2019t go to waste,\u201d she says.<\/p>\n <\/p>\n \u201cOur service is a great way for consumers to try before they buy and ensure their dollars are going into products that work for them.\u201d<\/p>\n <\/p>\n According to Stojanovic, there are three distinct models of sCommerce. They are as follows:<\/p>\n <\/p>\n <\/p>\n \u201cThe economy subscription model is about low-cost manufacture and then it\u2019s about celebrity endorsement,\u201d she says.<\/p>\n <\/p>\n \u201cA good example of that is based in the US \u2013 you have ShoeDazzle and they\u2019re endorsed by Kim Kardashian. You pay by the month and the subscriber gets to choose a product.<\/p>\n <\/p>\n \u201cYou can tailor their needs but it\u2019s more about having that low-cost model.\u201d<\/p>\n <\/p>\n <\/p>\n Stojanovic says Lust Have It fits into the discovery category \u2013 it takes consumers on a \u201cjourney of discovery\u201d to experience new products firsthand, and then facilitates discussion and sharing via social media.<\/p>\n <\/p>\n \u201cConsumers are overwhelmed by a global smorgasbord of beauty products,\u201d she says.<\/p>\n <\/p>\n \u201cWhile they are more likely to look online for product recommendations, trial remains a key part of the purchasing process.<\/p>\n <\/p>\n \u201cLust Have It puts a curated selection of the best new products into their hands and then helps them understand how to use them and share their experiences with a community of like-minded women online.\u201d<\/p>\n <\/p>\n <\/p>\nEconomy<\/h3>\n
Discovery<\/h3>\n
Replenish<\/h3>\n