The concept behind rubybox, South Africa’s first beauty subscription box and largest online beauty community, is the delivery of a gorgeous box with four to five trial-size and full size beauty samples from top beauty brands. It’s convenient, fun and there’s the added element of surprise.

In keeping with the ‘surprise yourself’ pay-off line of the brand, the latest TVC captures the sheer delight of a subscriber – known as a ‘ruby’ – as she opens her door to accept her delivery. It also reaffirms the subscription basis of the concept with her whispering she’ll see the delivery man again next month.

“rubybox is still one of the best kept secrets in South Africa,” says rubybox CEO, Sylvia Gruber. “The TVC positioning is about this beauty secret and through the visuals and wordplay we hope women will share it.”

An added element of the ‘Shhhhh – is this your beauty secret?’ TVC was to showcase the value for money, with the July subscription offer of just 99 cents. “We’d like women to experience our offering and understand the service and quality of the rubybox,” explains Gruber. “By making the entry level a bargain we hope that women will experiment, discover this new world of beauty and share the secret.”

“The beauty of this try-before-you-buy concept is that you are exposed to new products as well as brands you may never have thought of trying and you get to play and experiment in the comfort of your own home, in your own time,” says Gruber. “By filling in a beauty profile when you sign up, we are able to tailor the beauty products you receive.

According to Gruber the brief to the agency was to highlight the surprise and delight upon the arrival of the monthly rubybox while also strongly featuring the promotional 99 cents sign up offer. “We feel this has been captured by the storyline, the musical underscore and the ‘ruby’ actress – Samantha Kaye - as well as the delivery man, played by Nadeem Hamid. And, from the increased visits to the site and additional sign ups we’re pleased to see that it has struck a note with South African women too.”

To help reinforce the TVC during the month of July, rubybox has three pop-up stores located at Fourways Mall in Johannesburg, Gateway in Durban and Cavendish Square in Cape Town to showcase the try-before-you-buy concept as well as act as pick up locations for those taking advantage of the 99c offer.

The team behind the TVC, currently being flighted on DStv channels such as M-Net, kykNET, Vuzu, Series and Reality, was the Hogarth Production Agency with Candice Wainwright as
director.

To view the ‘Shhhh – is this your beauty secret?” TV commercial, click here.

For more information, visit www.rubybox.co.za.