Birchbox's Monthly Deliveries Will Give Virtual Reality a Fascinating Test Run

Combining cutting-edge tech with direct mail

Online beauty retailer Birchbox is the latest brand to take virtual reality for a spin. In August, subscribers to Birchbox Man, a monthly service providing grooming-product samples, will find a cardboard viewer in the box to watch four branded video clips.

It's the first time the e-tailer has experimented with virtual reality, and its monthly mailings could be a boon to the technology if the brand is able to consistently crank out new content. Instructions in the box prompt subscribers to download an iPhone or Android app to watch the clips.

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