06.01.15
Birchbox continues to bring its beauty box concept to retail, now launching what it calls a Summer Beauty Shop at select Gap stores across the country. The eight-week experience will kick off on Friday, June 5 and run through the end of July in seven flagship Gap locations in New York City, San Francisco, Chicago, Los Angeles and Houston.
Specific offerings vary from store to store and include full-size products in the hair, makeup, skin care, nail, body and fragrance categories; Try Bars where shoppers can experiment with different trends; and Build-Your-Own-Box and exclusive subscription starter boxes featuring summer assortments for men and for women.
“Expanding our offline footprint and creating more opportunities to interact with the Birchbox brand in the physical world is a priority for our business. We want to be everywhere our customers are, and we know our customers are avid Gap shoppers,” said Katia Beauchamp, co-founder and CEO at Birchbox. “It’s an incredible honor to have such an iconic retailer open its doors to us – we worked closely with the Gap team to bring the Birchbox beauty experience to life in a fresh way that’s relevant and exciting to consumers.”
The shop formats and locations are as follows:
Format 1: Three-month subscription starter boxes ($30 for women, $60 for men);
shoppers get first box in store (an exclusive Gap + Birchbox sample assortment) with a code inside to redeem the following two months’ boxes on Birchbox.com
Available: Chicago (State Street), Los Angeles (The Grove), New York City (Lincoln Square)
Format 2: Try Bar, full-size product shop, exclusive subscription starter boxes
Available: Houston (Galleria), New York City (Flatiron)
Format 3: Build-Your-Own-Birchbox, full-size product shop, exclusive subscription
starter boxes
Available: New York City (Herald Square), San Francisco (Market Street)
Jerry Brandehoff, VP of Merchandising at Gap, said, “We are excited to invite our customers to experience Birchbox in select Gap stores this summer. "We want to create a special moment that drives a deeper engagement with them and also brings an element of surprise."
Specific offerings vary from store to store and include full-size products in the hair, makeup, skin care, nail, body and fragrance categories; Try Bars where shoppers can experiment with different trends; and Build-Your-Own-Box and exclusive subscription starter boxes featuring summer assortments for men and for women.
“Expanding our offline footprint and creating more opportunities to interact with the Birchbox brand in the physical world is a priority for our business. We want to be everywhere our customers are, and we know our customers are avid Gap shoppers,” said Katia Beauchamp, co-founder and CEO at Birchbox. “It’s an incredible honor to have such an iconic retailer open its doors to us – we worked closely with the Gap team to bring the Birchbox beauty experience to life in a fresh way that’s relevant and exciting to consumers.”
The shop formats and locations are as follows:
Format 1: Three-month subscription starter boxes ($30 for women, $60 for men);
shoppers get first box in store (an exclusive Gap + Birchbox sample assortment) with a code inside to redeem the following two months’ boxes on Birchbox.com
Available: Chicago (State Street), Los Angeles (The Grove), New York City (Lincoln Square)
Format 2: Try Bar, full-size product shop, exclusive subscription starter boxes
Available: Houston (Galleria), New York City (Flatiron)
Format 3: Build-Your-Own-Birchbox, full-size product shop, exclusive subscription
starter boxes
Available: New York City (Herald Square), San Francisco (Market Street)
Jerry Brandehoff, VP of Merchandising at Gap, said, “We are excited to invite our customers to experience Birchbox in select Gap stores this summer. "We want to create a special moment that drives a deeper engagement with them and also brings an element of surprise."
