Subscription beauty retailer Birchbox is expanding its brick-and-mortar footprint to pop-ups at 500 Walgreens in 44 states, including eight locations in New Jersey.
The pop-up begins Friday and will last through the end of December.
New Jersey locations include:
- 383 Washington Ave., Hillsdale
- 1905 State Route 33, Neptune
- 8 Haddon Ave., Haddon Township
- 2479 Church Road, Toms River
- 50 South Ave. W., Cranford
- 409 Ramapo Valley Road, Oakland
- 22 W. Main St., Denville
- 2247 Ocean Heights Ave., Egg Harbor Township
Birchbox fixtures will be positioned at the front of the store. Product offerings include Birchbox subscription gift cards, a co-branded advent calendar, travel-size beauty essentials in under-$10 and under-$20 categories, and a travel-themed limited-edition box for beauty and grooming products.
This is an extension of a partnership between Walgreens and Birchbox that began in October 2018, which included Walgreens taking a minority equity interest in Birchbox. At the time, dedicated Birchbox spaces went into 11 Walgreens stores separate from their beauty aisles.
“Our vision from the beginning of this partnership was to have a mix of different formats – some lightweight and some more robust – and we’ve been able to drive incremental beauty sales at Walgreens by giving the everyday consumer a better experience,” says Pooja Agarwal, chief operating officer of Birchbox in a statement. “We’re testing several expressions of what Birchbox’s presence at Walgreens can look like, and being really thoughtful about the right way for our brand to show up in each store. We’re excited to bring the Birchbox brand to even more Walgreens customers this holiday while delivering on our promise to make beauty easy and approachable.”
Since launching Birchbox subscriptions in 3,000 Walgreens stores nationwide in August, Birchbox has averaged 15 times more subscribers each month acquired through the retailer.
The holiday pop-ups are not 400 to 1,000-square-foot sections, like a store-within-a-store, as originally stated.