A Wren Says

Scentbird is doing something new. They starting up their “Scentbird Society” where members receive 5 scents each month around a particular theme. And instead of choosing like they did before, they will receive a curated selection that won’t be revealed until they open the package. All of the articles, and maybe Scentbird itself, are referring to it as a fragrance blind box. How odd? Back in the day, we just called it a subscription box.

When subscription boxes first got started, the surprise was the fun of it. A box was sent to your home on a regular cadence with new items to discover. But then people wanted to know exactly what was in the boxes, so brands responded by giving people more choice. And with that, mystery was gone. But now, as people run to the store to buy actual blind boxes to be surprised, clearly the market has shifted. People want that moment of discovery again. They are seeking this controlled, joyful, uncertainty. Maybe there’s something there.

All that said, I personally like the idea of this subscription box, as someone who is constantly buying discovery sets. It would be a more cost effective way to try more brands. I also find myself looking to get back in to subscription boxes across categories. I wonder how this move by Scentbird might point to a rise in subscription boxes full of surprises all over again. And if it is true, then definitely sign me up.