Walgreens Offers Shoppers Beauty Space Featuring Products And Advice From Birchbox
To enhance its beauty offerings, Walgreens partnered with Birchbox to offer a personalized beauty experience inside its stores, including branded products from the latter as well as training employees on beauty advice
Beauty subscription box service Birchbox is partnering with Walgreens to create a dedicated space for beauty inside the pharmacy brand’s stores. The pilot will begin in December of this year in 11 Walgreens locations, as well as include a Birchbox section on Walgreens digital platforms.
Walgreens competitor CVS is similarly expanding its options, including beauty services, to customers, which the former aims to respond to with this integration. “This is an exciting time for beauty at Walgreens,” said Richard Ashworth, President of Operations at Walgreens in a press release. “Our customers want to shop the most sought-after brands in a welcoming and accessible environment, and the addition of Birchbox to our growing beauty offering is a big step in delivering on our promise to differentiate and elevate the beauty experience at Walgreens.”
Birchbox will be training Walgreens employees to give advice and consult on over 40 brands included in the space, featuring full-sized skincare, hair and makeup products. It will also include the chance to subscribe to the service, as well as its special BYOB (Build Your Own Birchbox) version, a signature element of Birchbox’s flagship stores in New York City and Paris. The retailer will be receiving a minority equity interest in Birchbox as part of the new business relationship.
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