<http://schema.org/alternativeHeadline>
"Katia Beauchamp of Birchbox: \u201CWe\u2019re a discovery retail company\u201D"^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/insider/2012/06/16/katia-beauchamp-of-birchbox-were-a-discovery-retail-company/>