Subscription-based beauty e-retailer Birchbox will start putting Google Cardboard in their monthly box for male customers in August, leveraging the inexpensive, makeshift virtual reality viewer to prompt subscribers to download an iPhone or Android app to watch some branded, immersive video clips. It’s the first time Birchbox has experimented with virtual reality, and its monthly mailings could give a boost to the VR technology if the brand is able to consistently put out new content. If successful. Birchbox could also bring in some of its partners like Sephora or Ulta to create their own branded content, such as a virtual store tour or a shoppable tutorial video, for its VR platform.
Header image courtesy of Google Cardboard