Birchbox Pilots In-Store Beauty Experiences In 11 Walgreens Stores

Birchbox is piloting new beauty experiences in select Walgreens stores in the next few months, signaling that the retailer is realizing the benefits of expanding its brick-and-mortar presence. The pilot will debut in six stores in December in New York, Chicago, Los Angeles and Minneapolis, and will extend to five more stores in early 2019.

Walgreens will take an undisclosed minority stake in Birchbox as part of the partnership. Earlier this year, one of Birchbox’s existing investors, Viking Global, acquired a majority stake in the company by investing an additional $15 million into the brand.

Amanda Tolleson, Chief Customer Officer at Birchbox, noted that the parties started talks nearly a year ago focused on better serving the casual beauty consumer.

“We found through customer segmentation studies that approximately 70% of women shopping for beauty are driven by purpose rather than passion,” Tolleson said in an interview with Retail TouchPoints. “She’s not watching YouTube videos, staying up on the latest trends and spending 12 hours in Sephora exploring all the options. She wants to shop for beauty in a way that’s more mission-based and focused on what her needs are in the quickest way possible. We always had the vision of meeting her everywhere she is. She’s not…