Tuesday, 4 October 2011
A new beauty box from Carmine and some incredible news.
I've been keeping a monster of a secret for a couple of weeks now, and it's getting a bit hard to contain it any longer (plus you can't feed it after midnight and walkies in the park are becoming problematic as it keeps mistaking people for food), so I'm officially allowed to tell you what it is, in that rushed squeaking with excitement kind of way.
Carmine is a brand new and innovative beauty box subscription service launching TODAY, and it feels like I'm selling it a bit short when I call it a 'beauty box'. You know how I mentioned in a recent post that I respect an intelligent brand that wants to tell me a story? Carmine kind of want to do that.
Alongside their monthly beauty box, which is £10 per month (plus £2.75 postage and packing as postmen don't work for free), by the way, Carmine want to give you a little bit extra than just a blurted-out hastily-typed card informing you of this month's products in over-the-top cheery jargonistic style. They want you to know things and to spin you a little story about why they love what they picked and then more than that - they want to create an online community where you can think, discuss and have an opinion about their products, rather than just tacitly accepting the contents of your box and then passive-aggressively moaning on Twitter about the things you didn't quite like. You'll also be able to participate in activities and competitions and complete a little quiz to determine your beauty profile and personalise the contents of your box - I'm a 'classic' and 'glam' girl by the way (which is obviously completely correct!)
Carmine base their brand identity and community on a specific ethos: that the beauty addict on the street with that perfectly-pencilled insouciant cocked eyebrow and flash of red lipstick has just as many secrets to spill as the resident industry experts. They want there to be actual content to read and view and experience on their website written by that aforementioned beauty addict on the street.
Does that girl on the street with the flash of red lipstick remind you of anyone? This new launch is huge for me in another way. You know I mentioned that part about how I respect a brand that wants to tell me a story? Well, as part of their online community, Carmine have asked me to be one of their freelance beauty columnists on their website. I'm one of the most verbose people I know, so words rarely fail me, but I feel I can only relay my excitement in the medium of a high-pitched squeal (or possibly an OMGOMGOMGOMG followed by jumping up and down on the soft furnishings).
I get to do something I adore (don't worry, they set me a word limit), and write about my favourite subject, and it is one of those rare, incredible opportunities where you almost want to say to the person talking, 'I'm sorry, I thought I misheard you there…' I feel so incredibly privileged to be a part of this as it is really set to turn the tables on the beauty box phenomenon. I will be writing 2 articles a month, one on a product in the box, and another on something of my choice, and believe me when I say I'll be spamming your Twitter feeds with links as soon as my articles go live.
In the next few days, I'll be launching a little giveaway where there will be 5 chances to win the first box from Carmine, and there's also going to be one super-mega-amazing competition coming up which you're definitely not going to want to miss (trust me, my eyes went as big as saucers).
I'm sorry for the hideously long post - but then that's what you expect from me anyway! I've been excited about this for what seems like an eternity - I'm still repeating the words 'beauty columnist' in that awestruck manner and not quite believing it has all happened.
I hope you're all as excited as I am! As I said - it seems unfair to call it just a 'beauty box' now, doesn't it?
*Please note my usual honesty and integrity will not be changed by the fact I'm working with Carmine - I am as always completely honest about everything because it's impossible for me not to be, I have far too many opinions.