With a lipstick line and potential retail expansion,Birchbox is catering to a unique kind of beauty consumer that other companies enjoy been ignoring.
In 2014, Birchbox conducted a comprehensive market segmentation research study to succor define its customer base. Cosmetics companies often use this data to identify the top 20% of their consumers, or then tailor the entire experience of their product to entice those people to spend even more money.
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Source: fastcompany.com