Birchbox eyes ‘casual beauty customers’ with Walgreens launch

Online cosmetics retailer Birchbox made its debut inside several Walgreens Boots Alliance Inc stores across the United States on Thursday, one of many e-commerce companies expanding its physical presence to better connect with shoppers and drive sales.


Reuters: Business News

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Walgreens takes minority stake in makeup company Birchbox. Hopes to lure customers to beauty aisles

Walgreens will experiment with adapting Birchbox's concept to some of its stores, stocking shelves with more "prestige" makeup brands, dedicating more floor space to Birchbox and allowing customers to "build your own Birchbox" at Walgreens.
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