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Walgreens and Birchbox Show Off Their New Collaboration

Walgreens and Birchbox debuted their highly anticipated partnership on Thursday, including three stores in New York. The other markets where the total of 11 pilot stores will operate include Chicago, Los Angeles, Dallas, Miami and Minneapolis.
To build upon Walgreens’ efforts to elevate the beauty experience, the retailer took a minority stake in Birchbox last October. “Through Birchbox, we’re able to bring in the best items of the best brands,” said Lauren Brindley, group vice president of beauty and personal care at Walgreens. “And this is a scalable model,” she said noting that based on feedback from the initial stores the concept can be rolled out to more doors. For Birchbox, teaming with Walgreens exposes Birchbox’s subscription model to even more consumers.
Birchbox shops are located in 400- to 1,000-square-foot within the Walgreens beauty area. The centerpiece of the area is a Build Your Own Birchbox — also a feature in Birchbox’s own two stores — where shoppers can handpick five samples.
“We’ve really tried to make it comfortable and encourage women to spend more time with beauty,” said Birchbox chief executive officer Katia Beauchamp during a tour of the boutique with displays that look more like furniture than drugstore fare. In particular, Birchbox and Walgreens

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Via:: https://wwd.com/beauty-industry-news/beauty-features/walgreens-and-birchbox-show-off-their-collaboration-1202928220/