USA: Birchbox launches first store in New York

According to Premium Beauty News, Birchbox has launched its first retail store in New York City after defining itself through an online store and “beauty boxes” sent to subscribers.

The store is said to feature 2,000 products from 250 brands including Smashbox, Caudalie, Jouer, Supergoop!, Cynthia Rowley, Baxter of California, Lab Series, and Art of Shaving, with the concept based on insight and feedback from the company’s active subscribers: editorial content, videos and product reviews throughout the shop to help customers learn and self-navigate, touchscreens on display throughout the store to help customers to source product recommendations, and testers available for every product in the store.

Katia Beauchamp, Co-Founder and Co-CEO of Birchbox says “Our goal with Birchbox has always been to make it easy, efficient and fun for people to discover new brands and products fit for their lifestyle. We have learned so much about how we can drive customers to change their behaviour online, and we see an opportunity to extend into offline retail to evolve with our customer’s needs.”

Source: Premium Beauty News