Birchbox Sending Subscribers a Themed Box to Promote USA's 'Suits'

Company Seeks to Keep Expanding Media Relationships

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USA Network has tapped Birchbox to send its subscribers boxes filled with products chosen to help promote the series "Suits."

Birchbox is sending subscribers a selection of products to promote USA Network's 'Suits'
Birchbox is sending subscribers a selection of products to promote USA Network's 'Suits'

The men's boxes will include GO247 shampoo and conditioner, Balla Powder and Lucky Tiger Lip Balm, among other products. There will also be partially-themed "Suits" boxes for women.

The boxes will arrive in July in connection with return of the show, about a lawyer and a college dropout pretending to be a lawyer, for a third season.

But the deal is also meant to help USA promote Birchbox, which sends subscribers monthly boxes of beauty, grooming and lifestyle samples. So USA Network will promote a Birchbox Man sweepstakes offering winners a year's worth of products. Other elements will include other contests, social media and video content such as interviews with the cast of the show.

This is the second TV integration for Birchbox, which last year sent out a box of beauty products meant to promote The CW's "Gossip Girl." It has also worked with Teen Vogue, Cosmopolitan, Women's Health and Gwyneth Paltrow's website Goop.

"We always had a vision Birchbox could work with media companies," said Katia Beauchamp, co-founder of Birchbox. "TV shows are a great fit because it allows us to compile themed boxes people can relate to and characters they know. It also brings a tangible experience to TV, which typically doesn't have one."

For Birchbox, which was founded in 2010, it's also part of an increased focus on boxes with entertainment themes.

Ms. Beauchamp said Birchbox would welcome other TV partnerships and is interested in expanding into other categories such as movies.

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