Glossier is a brand that I first heard about late last year after starting my fashion course, what really fascinated me about the digital beauty brand was it’s retail revelation, and so since then I have always kept up with everything surrounding them.
‘Experience is at the forefront of Glossier’s operations and this strongly appeals to the modern day shopper’ says Bouncepad, and whilst in New York in January I got to see this for myself. It’s crazy to think that a retail store was on our bucket list whilst in New York, but its true, somewhere in-between The Statue of Liberty and The Empire State Building was Glossier.
CEO Emily Weiss revealed “We’re not focused on selling you stuff, we don’t have people working on commission. when you’re in such a transactional time – a time of Amazon having engineers working on cross-selling and up-selling and better and better algorithms to get you to buy stuff – its really important to create spaces and experiences that help you feel things’ and this is something Glossier do really well. Personally I really enjoyed the experience, it felt like a cool hang out place somewhere you could go and just spend the whole day with friends. We was in there for a few hours ourselves, taking photos for the gram, trying out products in the wet bar and talking to the lovely ladies who worked there. The staff, who are called ‘offline editors’ are the most approachable and friendly people I’ve ever met, and really made you feel like you were discussing beauty products with your bestie. And it is all these elements that are becoming the three c’s of the digital era: community, conversation and content.
But I didn’t come on here to discuss the New York store, because let’s be honest that’s old Glossier news, I want to discuss their brand new pop-up in Miami and their plans to expand.
I first saw of the new pop-up on Glossier’s official Instagram page, and what really caught my attention was the collaboration between the brand and multidisciplinary artist and mental health advocate Jacquie Comrie. I was intrigued to know more about the collaboration and how mental health would be incorporated. From my research I have discovered that the store is based around the concept of a mental reset, whilst staying true to the heart and soul of Miami with a ray of pastel colours, tropical arrangements and lots of greenery. The store also has made sure to fit in plenty of mirrors that are emblazoned with Glossier’s logo and self-confidence affirmations such as “You look good” to encourage positive thinking and positive body image.
Glossier are also supporting the community by releasing limited edition Glossier Miami keychains, in which $5 worth of proceeds from each one will be donated to Lambda Legal, who are a legal defence organisations for the LGBTQ community and those with HIV.
I love what Glossier are doing as a brand to be innovative and disruptive, and I think it is really shaking up the beauty industry. They are really bringing back that fun and creative element to the industry that we were slowly starting to lose. I think this really is the beginning for Glossier and I’m excited to see what the future holds.
What innovative beauty brands are you loving atm?