Pyra: Delighting millennials with beauty in a subscription box

• Main Authors: CHANG, Hannah H., LEE, Michelle P., MUKHERJEE, Anirban
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2017
• Subjects: Subscription Box; Mystery; millennials; Hedonic Adaptation; Beauty Products; Marketing; Recreation Business
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/193; https://cmp.smu.edu.sg/case/2711
• Institution: Singapore Management University

The case is set in 2014, from the perspective of Pyra, a Singaporean subscription box company for beauty products. Subscription-box services are a fairly new business model that involves the delivery of product(s) to the consumer on a periodic basis. A more recent variant of subscription-box service...