Online beauty brand Birchbox pops up in London

Online beauty and lifestyle products retailer Birchbox is set to run a charitable event in London, later this month, which will see the company create a physical retailing space in the UK for the first time.

The Manicure Marathon pop-up event on 29 August will see the company set up 20 manicure stations, which consumers can book to use for a minimum fee of £5. The money will go straight to breast cancer charity Coppafeel.

Birchbox is based in New York but has a UK website and more than 400,000 customers around the globe, who pay £10 a month to receive a customised box of high-end beauty and lifestyle samples.

Although open for one day only, the Birchbox pop-up could prove to be a precursor for a more permanent store in the UK, as the company has recently opened up its first New York City outlet to provide its customers with a platform to engage with the brand in person.

The store contains iPad devices that showcase product reviews, as well as a 'beauty bar' which provides a facility for shoppers to try out new products before they make a purchase.

Birchbox is working with online scheduling company BookingBug to make appointments for its pop-up event, with the vendor integrating the booking system with payment service PayPal and ensuring the booking experience is suitably retailer branded.

BookingBug has recently worked with a number of large UK retailers, powering the booking process for Pets at Home's pet nutrition sessions, Jessops' photography lessons and the Waitrose cooking school. As retailers continue to roll out services to drive people in-store or simply to engage with their brands, BookingBug feels that it is in a strong position to add to its client list in the coming years.

Glenn Shoosmith, founder and CEO of BookingBug, said: "Working with brands like Pets at Home, Waitrose and Golfsmith, we've watched them reclaim the high street for services alongside products and become seamlessly omnichannel.

"The fact that previously online-only players are now joining in is an incredibly positive development, both for the UK retail scene but, most importantly, for customers themselves."

The Manicure Marathon will take place between 10:00-19:30 on 29 August in Soho Square, London.

Click below for more information: