How Birchbox Discovered The Beauty Consumer Everyone Else Was Ignoring

With a lipstick line and potential retail expansion, Birchbox is catering to a new kind of beauty consumer that other companies have been ignoring.

In 2014, Birchbox conducted a comprehensive market segmentation research study to help define its customer base. Cosmetics companies often use this data to identify the top 20% of their consumers, and then tailor the entire experience of their product to entice those people to spend even more money.

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