Skip to main content

Digital Forum: Birchbox Plans Small-Format ‘Expressions’ in 500 Walgreens Stores

Birchbox — which has toyed with retail concepts over its nine-year trajectory — may have found one that sticks. Katia Beauchamp, Birchbox cofounder and chief executive officer, said that the company is planning to expand further with Walgreens in November. “We are launching 500 stores with small expressions in November of this year,” Beauchamp told the crowd at the WWD Digital Forum. So far, Birchbox has been opening up shop-in-shops with Walgreens, which have been “meaningfully changing beauty sales” in the Walgreens doors they are in, Beauchamp said. Birchbox also just gave employees in 3,000 Walgreens stores the ability to subscribe people to Birchbox, Beauchamp said. “The next thing we’re testing is how can we leverage humans to remove the friction for the casual consumer,” she said. The idea, she noted, is to think about what “nirvana” looks like for the shopper, and then try to create that. For Birchbox, that means targeting a different consumer than most in the beauty industry, who often target beauty enthusiasts over those who are less deeply engrained in the category. They call that customer “Caj” — meaning “casual” — Beauchamp said. Really, she noted, the beauty enthusiast category is a small part of the overall industry. “Ultimately, we are

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2nfIxc6
Labels:

Comments

Post a Comment

Popular posts from this blog

Michael Urie Is in His Dreamy Era

“It’s been a dreamy couple of years,” says Michael Urie on a Friday afternoon phone call, just hours before a performance of his latest Broadway show “Once Upon a Mattress” at the Hudson Theatre. These dreamy years have also been busy ones for the star, who rose to fame for his role as Marc St. James on the sitcom “Ugly Betty.” Now, Urie stars in the hit Apple TV dramedy “Shrinking” alongside Harrison Ford and Jason Segel — season two premieres Oct. 16. He has also taken the stage by storm over the past couple of years, starring in Broadway’s revival of “Spamalot” and now the revival of “Once Upon a Mattress,” which also had a stint at New York City Center in the winter. While both shows feature Urie in showstopping musical numbers, he never considered himself to be “very musical.”  Michael Urie in “Once Upon a Mattress.” “Doing a musical at all, it’s still a pinch me thing,” he says. “I fell in love with theater because of musicals…[but singing] didn’t come naturally to me.” ...
Post a Comment
Read more

Prince Harry Returns to London With His Signature Style for the Invictus Games Foundation 10th Anniversary

Prince Harry returned to London on Tuesday and Wednesday for events celebrating the 10th anniversary of The Invictus Games Foundation. The Duke of Sussex is the patron of the Invictus Games, a multisport event for wounded, injured and ill servicemen and women launched in March 2014. On Tuesday, Prince Harry was joined by journalist Louise Minchin, entrepreneur Sir Keith Mills and more for a panel conversation titled “Realizing a Global Community.” For the occasion, the British royal family member kept his business attire approachable, opting for a gray suit and white button-down shirt with the top few buttons undone. Louise Minchin and Prince Harry The Duke of Sussex’s conversation with panelists highlighted the global impact the Invictus Games have had since their inception 10 years ago. Prince Harry was also on hand for another event on Wednesday. Prince Harry The Duke of Sussex attended The Invictus Games Foundation 10th Anniversary Service at St. Paul’s Cathedral on Wednesday, ...
Post a Comment
Read more

The 12 Best Sunscreens for Acne-prone Skin, According to Dermatologists

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. If you deal with acne, odds are that you think twice before applying anything new on your skin — forbid the wrong serum, moisturizer, or makeup primer causes a flare up. Sunscreen is a non-negotiable in all skin care routines, and the very best sunscreens for acne-prone skin types will keep your skin calm and covered this season. Regardless of your skin type, tone, or texture, sunscreen is vital for preventing skin cancer, hyperpigmentation, and fine lines and wrinkles. In fact, daily use of a facial sunscreen with a minimum SPF 15 may reduce your risk of developing melanoma, the most serious form of skin cancer, by a whopping 50 percent, according to a 2011 randomized controlled trial published in the Journal of Clinical Oncology. Though most dermatologists agree that SPF 30 is the sweet spot for everyday coverage — particularly in the summer, when t...
Post a Comment
Read more