Beauty box subscription service Birchbox has partnered with Walgreens to launch shop-in-shops within eleven of the pharmacy retailer’s US stores.
The Birchbox-branded spaces vary from 400 to 1,000 square feet in size and include BYOB (Build Your Own Birchbox) stations, where shoppers can select five samples to take home in an exclusively designed box. They are also stocked with full-sized skincare, make-up, and hair products from more than forty brands, which Birchbox has identified as “customer-favourites”.
The shop-in-shops feature colourful wallpaper, framed old Birchbox subscription boxes as artwork, and powder-room-inspired make-up stations, where customers can test products.
The partnership represents a shift in Birchbox’s physical retail strategy after it announced it would be closing its New York flagship last year.
Birchbox founder and CEO, Katia Beauchamp said that Walgreens and Birchbox both serve the everyday beauty consumer who shop the category with “purpose” rather than “passion.”
Beauchamp commented: “Walgreens is deeply committed to beauty and supports our vision for a different type of retail experience—one that is holistic, seamless, and designed to help shoppers make informed, confident decisions. The convenience, sheer scale, and care of Walgreens allows us to bring the beauty experience to you in a way that’s inviting and easy to navigate. It’s basically a win-win.”
The eleven Birchbox stations can be found in Walgreens locations in El Segundo, CA; Miami Beach, FL; North Miami, FL; Glenview, IL; Dallas; Bloomington, MN; Los Angeles; and Chicago; and in three Duane Reade locations in New York.
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