Birchbox (B)
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Case Code: BSTR533 Case Length: 7 Pages Period: 2010-2017 Pub Date: 2018 Teaching Note: Available |
Price: Rs.200 Organization: Birchbox Inc. Industry: Beauty and Personal care, e-commerce Countries: USA Themes: - |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Birchbox Select
In March 2017, Birchbox launched a new service called Birchbox Select (Refer to Exhibit I). Birchbox’s core offering was a $10 dollar monthly subscription of beauty products which enabled its subscribers to explore beauty samples before going in for full-sized products. Every Birchbox box had a theme and surprised its customers with new samples. However, customers didn’t have a choice in curating the contents of their box. There were even complaints from customers who found that the curated boxes didn’t match the preferences they had set on the Birchbox site while registering...
Strategic Partnership and New Stores
In April 2017, Birchbox announced that it has signed a contract with MAC, a Canadian cosmetics manufacturer. Partnering with MAC was a major move, given that the manufacturer was known for its celebrity endorsements and sold its products in over 120 countries. In May 2017, women’s beauty, fashion and style magazine Vogue partnered with Birchbox to celebrate its 125th anniversary with a special beauty box priced at $68....
Exhibit
Exhibit I: Birchbox Select Gave the Following Options for an $5 Extra Fee
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