'This is not just another box,' Pinterest exec says of new offering with FabFitFun

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Pinterest has a trend-driven box.
Pinterest has a trend-driven box. Credit: Pinterest

These days, it seems like every brand has a box, and now Pinterest does too—and it's so limited that there's only one (it's not a recurring subscription). The digital scrapbooking company is teaming up with women's lifestyle brand FabFitFun on the "Pinterest Box," which includes products from Pinterest's top-rated trends in beauty, wellness and apparel.

Debuting at the Cannes Lions International Festival of Creativity, the $49.99 box has nine products including a vase from Pier One, sweatproof mascara from beauty brand Tarte, and KPops Food seaweed snacks. San Francisco-based Pinterest used its trend-driven data to predict the best products of 2018. Pinterest searches for "lashes" were up 152 percent last year, for example.

But in a saturated field where even mainstream retailers such as Gap and Under Armour have subscription box products—eight-year-old FabFitFun offers its own memberships—Pinterest execs caution that this offering is different.

"This is not just another box," says Vikram Bhaskaran, head of market development. "It's really product discovery that gets smarter with more personalization and that's the grand vision" of FabFitFun and Pinterest. He adds that the companies are starting with just one box.

Pinterest has dabbled in boxes before and sold a craft-based offering with retail chain Michael's last year.

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