Beauty and grooming retailer Birchbox has partnered with classic American clothing brand Gap to launch summer beauty shops within select Gap stores from coast to coast. The eight-week experience will kick off on Friday, June 5, and run through the end of July in seven flagship Gap locations in Chicago, Houston, Los Angeles, New York City and San Francisco.
Specific offerings vary from store to store and include full-size products in the hair, makeup, skincare, nail, body and fragrance categories; Try Bars, where shoppers can experiment with different trends; Build-Your-Own-Box; and exclusive subscription starter boxes featuring summer assortments for men and women.
“Expanding our offline footprint and creating more opportunities to interact with the Birchbox brand in the physical world is a priority for our business. We want to be everywhere our customers are, and we know our customers are avid Gap shoppers,” said Katia Beauchamp, co-founder and CEO at Birchbox. “It’s an incredible honor to have such an iconic retailer open its doors to us. We worked closely with the Gap team to bring the Birchbox beauty experience to life in a fresh way that’s relevant and exciting to consumers.”
The shop formats and locations are as follows:
Format 1: Three-month subscription starter boxes ($30 for women, $60 for men). Shoppers get first box in store (an exclusive Gap + Birchbox sample assortment) with a code inside to redeem the following two months’ boxes on Birchbox.com. Locations: Chicago (State Street), Los Angeles (The Grove), New York City (Lincoln Square)
Format 2: Try Bar, full-size product shop, exclusive subscription starter boxes. Locations: Houston (Galleria), New York City (Flatiron)
Format 3: Build-Your-Own-Birchbox, full-size product shop, exclusive subscription starter boxes. Locations: New York City (Herald Square), San Francisco (Market Street)
“We are excited to invite our customers to experience Birchbox in select Gap stores this summer," said Jerry Brandehoff, vice president of merchandising at Gap. "We want to create a special moment that drives a deeper engagement with them and also brings an element of surprise."
Birchbox and Gap first teamed up in 2014 for a special offer in subscribers’ December boxes, and partnered again this past March on a limited-edition babyGap box for new moms. Customers can visit birchbox.com/gap for more information on Birchbox’s summer beauty experience with Gap.
[Image courtesy of Birchbox/Gap]
