Birchbox has been one of the fastest growing startups in the beauty world of the past decade. Seven years and many challenges later, with more than one million subscribers and four million total customers the brand is still going strong. The real epiphany for Birchbox has been homing in on one specific type of consumer: a “non-beauty consumer,” if you will.

“It’s always all about the customer.”

The typical Birchbox customer is around 31 with a household income of approximately $80,000 per year, but Birchbox’s internal team likes to think of her as a discerning multitasker who has more of a casual relationship with beauty. Like most women, she wants to look her best and uses beauty products in some way, shape, or form. At the same time, she isn’t interested in taking the time to research and explore all of the options out there. This customer avatar wants it to be as easy as possible to get the best products, without doing all the work. These women want to look their best and have access to great products, but they’re not quite defined by their love of beauty products.

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These non-beauty-obsessed consumers who now shop with Birchbox have doubled their spend in the past year. Birchbox has proved that this demographic has the potential to spend if they were spoken to more, but the beauty industry just hasn’t been welcoming enough to them.

“You don’t need to be everywhere.”

How, then, do they recruit these new potential high-value customers? Birchbox’s marketing team has been mainly focused on Facebook advertising and CPC campaigns with Google. By identifying and narrowing the marketing channels that work for them, and then ramping up creative and advertising spend for each channel separately Birchbox can impact their core demographic more effectively. As a startup, you can’t spend one-seventh of your time on seven different social media platforms apiece. Rather, figure out what channels work best and then invest the majority of your share on a few big opportunities to reach your target customer.

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Birchbox wants to focus on this specific woman and make her beauty experience better. Do this right, and Birchbox’s platform will become “stickier” to this target consumer, and the customer lifetime value goes up for Birchbox. Everyone wins. Homing in on the customer has given the Birchbox team a strong sense of focus, clarity, increased sales, and drive which has been great for overall company morale.

The importance on creating a customer profile/aviator and then zeroing in to identify where they are and how to reach them is not something to be taken lightly. In today’s fast paced startup world, things can get rocky, to say the least. A strong sense of clarity and brand direction will always be the best conversion rate optimizer out there.