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Birchbox Goes Gender-Neutral: ‘BirchboxMan’ Becomes ‘Birchbox Grooming’

Birchbox Goes Gender-Neutral: ‘BirchboxMan’ Becomes ‘Birchbox Grooming’

Birchbox is rebranding its BirchboxMan brand name to Birchbox Grooming, according to a company blog post. The beauty products company, known primarily for its subscription box business model, first launched BirchboxMan in 2012 to test an untapped market.

Initially selling monthly boxes with grooming products priced at $20, BirchboxMan introduced a lower-priced, $10 per month subscription option in 2017, leading to 100% year-over-year growth across the brand. The box includes five personalized grooming samples such as anti-aging moisturizers, beard care supplies and hair styling essentials.

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Male Birchbox subscribers both spent more and converted faster from samples to full-size products than their female counterparts, with a 10% higher average order value, so the addition of the brand was certainly a success. Now the retailer is focused on building a more inclusive brand that welcomes all customers interested in grooming products, without the need to label by gender.

The beauty and grooming products retailer was very upfront about the reasoning behind the rebrand, indicating in a blog post that “despite the success we were seeing, something didn’t feel right. It was the name BirchboxMan. We believe that you shouldn’t modify a brand name with human qualifiers (like ‘Man’) that express a limitation on the type of people that should buy your product. Unless, of course, that’s truly the intent. We offer beauty products and we offer grooming products, but our perspective is that anyone can shop either category; we don’t want our brand name to dictate who’s allowed to shop grooming. So the ‘Man’ had to go.”

The first sign of the branding shift came last year, when Birchbox renamed the navigation at the top right of its site from “Women’s” and “Men’s” to “Beauty” and “Grooming,” the blog post said.

The Birchbox Grooming branding will be placed on monthly boxes, gift cards, on the site and will be used throughout company marketing.

As part of the rebranding, Birchbox will add Birchbox Grooming sections to its 11 pilot locations with Walgreens stores on May 31. Each section will contain areas dedicated to hair, skincare and body products.

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