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Birchbox Launches Birchbox Man

May 15, 2012

Xconomy reports that Birchbox, the discovery commerce e-tailer that delivers beauty goodies to your doorstep, is branching out this week with the launch of Birchbox Man, a comparable service for the man in your life. The boxes contain guy-friendly grooming and lifestyle products.

Subscribers will receive four or five deluxe samples and products from top men’s grooming and lifestyle brands for $20 per month, the company said in a press release. At launch, Birchbox has partnered with such retailers as Billy Jealousy, Costume National, Kérastase, and Kiehl’s.

The company wants to offer men a balance between grooming and lifestyle products, to keep guys talking. “There might be a hesitance to talk about an amazing pomade,” Birchbox co-founder Katia Beauchamp tells Xconomy, “but we could imagine them saying, ‘Aren’t these cool headphones?’ or, ‘Check out this great pocket square.'”

Beauchamp also says that men, and the women who buy gifts and grooming products for them, have in the past requested a guy-friendly version of Birchbox; the company responded this past November by offering a limited edition box delivered to men for the holidays. “We recognized there was pent-up demand,” says Beauchamp. “When we looked at who was buying, 50 percent of the buyers were men buying for themselves.”

That led Birchbox to further explore consumer interest in a subscription service for men, followed by the launch of Birchbox Man.

To coincide with the launch, the company is also unveiling the Birchbox Man online store. Featuring more than 80 products, the store’s offerings range from RumbaTime watches and Marvis toothpaste to Anthony Logistics for Men deodorant and Kérastase Pâte Capital Paste, to Field Notes notebooks and BAGGU backpacks and duck bags.

In addition, a dedicated Birchbox Man content team will produce editorial content, from how-to videos to product spotlights, so that subscribers can keep up on the latest trends and learn more about the items they receive each month.

Since its launch in September 2010, Birchbox has built a monthly subscriber base of more than 100,000, growing at a monthly rate of more than 20 percent over the past year, the company said. In addition, 40 percent of subscribers have gone on to purchase full-sized products from the Birchbox online shop within their first year as a subscriber. To date, Birchbox has partnered with more than 200 high-end beauty and lifestyle retailers.

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