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.
