Birchbox is shifting its focus away from the typical beauty connoisseur in new campaign messages, instead opting to target “everyday” men and women who do not prioritize a beauty- and grooming-centered lifestyle. Birchbox also is broadening its reach in brick-and-mortar as a way to compete with the stream of new players in the subscription e-Commerce market.
In December 2018, Birchbox launched in-store “beauty experiences” in six Walgreens stores in New York, Chicago, Los Angeles and Minneapolis. The Birchbox spaces range from 400 to 1,000 square feet and feature Birchbox branding and products from indie brands and “cult favorites” such as Acure, Sand & Sky, Embroylisse, Winky Lux and Beachwaver. More recently, Birchbox revealed that Walgreens Beauty Consultants in 3,000 U.S. locations would be able to use tablets in-store to sign up new Birchbox customers.
“I feel very interested in this idea of how to use these physical locations as a great place to establish the brand [and] help us be on people’s minds to transact,” said Katia Beauchamp, CEO of Birchbox in a statement. Beauchamp sees the next 10 years as a window for Birchbox to expand their brick-and-mortar efforts enough to become a beauty destination for the everyday consumer.
Through 2021, the growth for the subscription e-Commerce market is projected to be 22% compounded annually, reaching up to $26 billion. With 65% of Birchbox’s revenue coming from subscription services, the company acknowledges room for improvement as it works to reach a larger target audience and further establish itself in the brick-and-mortar realm.