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Birchbox (A)

Birchbox (A)
Case Code: BSTR532
Case Length: 11 Pages
Period: 2010-2017
Pub Date: 2018
Teaching Note: Available
Price: Rs.400
Organization: Birchbox Inc.
Industry: Beauty and Personal care, e-commerce
Countries: USA
Themes: -
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Abstract Case Intro 1 Case Intro 2 Excerpts

The Beginning

In late 2009, in the final semester of their MBA program, Barna and Beauchamp were brainstorming possible ideas for a business. Beauchamp noticed that there were several premium beauty products lying around in Barna’s apartment. These products had been brought home by Barna’s roommate, a beauty editor who helped Barna try out and select the products she liked. Being consumers of beauty products, both the founders knew that women wanted to test samples of expensive beauty products before they made any purchasing decision. But the beauty market was flooded with a wide variety of products that arriving at a buying decision was difficult. Moreover, there was the touch, try, feel element to beauty products which made selling them online a challenge. The founders sensed a latent need. The idea was to cut through the clutter by delivering sample products to customers who were willing to pay. The value proposition lay in careful personalization of the products in accordance with the profiles of the customers who registered for the service. The attempt was to bring efficiency to the market as well as surprise and delight consumers...

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