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Birchbox Identifies Type Of Consumers Ignored By Rest Of Beauty Market

November 10, 2015: 12:00 AM EST
Birchbox said it has identified a new kind of consumers, one that the rest of the beauty industry has been ignoring. Results of a comprehensive market segmentation research study conducted by the beauty subscription company in 2014 revealed “some unusual spending habits among its subscribers.” Based on how subscribers interact with beauty products, the company identified eight types of customers. Results revealed more than half of subscribers fall under the “discerning multitasker” category.
Noah Robischon, "How Birchbox Discovered The Beauty Consumer Everyone Else Was Ignoring", Fast Company, November 10, 2015, © Mansueto Ventures, LLC
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