Earlier this year Birchbox changed the navigation on their website from Women and Men to Beauty and Grooming driven by feedback from a non-gender-conforming customer. Now the brand has gone a step further, rebranding the Birchbox Men's box to Birchbox Grooming. Birchbox Grooming sections will also be available at each of the beauty brand's pilot locations with Walgreens.
"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," according to the company's blog post.
Coinciding with the launch of the rebrand is a partnership with Out Magazine for Pride Month.
Read more on the rebrand on Retail Dive.
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