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Walgreens to pilot the Birchbox experience in select stores

Walgreens and online beauty retailer Birchbox are joining forces.

Together, the companies said they will build the Birchbox retail experience in Walgreens stores, bringing prestige beauty brands to the Deerfield, Ill.-based company’s shelves. In addition, Walgreens also announced that it would be acquiring a minority interest in the beauty-focused company.

“This is an exciting time for beauty at Walgreens,” Richard Ashworth, president of operations at Walgreens, said. “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. This collaboration will help enable Walgreens to continue to strengthen our beauty offering and build our prestige portfolio.”

The initial pilot will include 11 Walgreens locations across major cities within the country, rolling out from December to early 2019.

“In Walgreens, we have found an exciting partner that supports our mission of reaching an underserved customer who doesn’t prioritize beauty,” Katia Beauchamp, CEO and co-founder of Birchbox said. “Birchbox has effectively changed the relationship that this customer, who represents 70% of the market, has with beauty and increased her spend in the category. Walgreens is deeply committed to beauty and shares our vision for a different type of retail experience — one that is holistic, seamless and designed to help shoppers make informed, confident decisions. Together we will continue to evolve the integration of our physical and digital shopping experiences.”

Birchbox in-store experiences within Walgreens will have a dedicated space with its branding, elevated design and curated product assortment of full-sized skin care, hair and makeup products from more than 40 prestige brands.

Within each of the pilot stores, the online beauty retailer also will offer subscriptions to its monthly delivery services of personalized samples and a Build Your Own Birchbox, or BYOB, experience.
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