Birchbox’s Tour Drives Trial And Social Buzz
Birchbox redefined the meaning of BYOB in August with its biggest activation to date—a three-city tour that invited consumers to “Build Your Own Box” with its array of beauty products. But in addition to sampling, consumers were pampered with treatments and manicures. Jamie Garfinkel, senior manager-events and partnerships at Birchbox, talks about educating consumers on the business model, and thinking outside the box to build compelling brand activations. MORE