How Birchbox Discovered The Beauty Consumer Everyone Else Was 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. But Birchbox had noticed some unusual spending habits among its subscribers.” Read more at Fast Company.