The Birchbox at Hollywood and Vine - a Mystery

A mystery: a post on Facebook announced via something called "Vine," "I got my first Birchbox." What?

Yeah, I'm behind the curve here.

Vine is a mobile app that was recently purchased by Twitter, and is the video equivalent of the 140-character post that comprises a Twitter comment.

Vine's maximum length is 6 seconds (6 seconds??), and can be shared via other social media apps, like Twitter and Facebook.

What's distressing, and possibly fatal, for Vine is that advertising agencies weren't nearly so slow on the uptake as yours truly.

According to Wikipedia, "In a couple of months, (after the 2012 purchase of Vine by Twitter) Vine quickly became the most used video-sharing application in the market, even with low adoption of the app. Other video-sharing services began to see declining use. On April 9, 2013, Vine became the number one most downloaded free app within The App Store (iOS)."

Vine allows the user to take short videos using the Vine-associated camera, but only while the screen is being tapped. Well, technically, tap and hold, tap and hold, tap and hold. Vine will then assemble the various cliplets into a sort of animation that tells a 6-second story.

Now, for the second part of that post: Birchbox.

Nothing is new under the sun.

Many years ago, there was a beauty service that offered subscribers a gift box a month for a nominal fee. It was an assortment of the company's beauty products - sample sizes - geared toward your style, preferences, and coloring. I have to admit, it was fun to get the sample box each month, and I actually did become a fan of some of the products.

Birchbox is more... ecumenical. It offers products for both women and men, but other than that, it's pretty much the same idea. For $10 a month, you get a surprise box with sample "beauty and lifestyle" products, and full size items that earn you points for further product purchases. You can also buy gift boxes and promotions.

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