Uni | It’s Just The Beginning For Glossier – Space

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.

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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.

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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?

Love always

AHVB X

 

Uni | Innovative Brands I’m Loving

Currently in my fashion studies we are exploring the world of innovation and what it takes to be an innovative brand. In my research so far I have come across a variety of new brands who I believe to be very innovative, as well as a changed perceptions on a few old brands who I would have never described to be innovative at all.

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So kick starting with the new, I first came across beauty brand ‘Function of Beauty’ which is a bespoke shampoo and conditioner brand based in New York. The concept behind ‘Function of Beauty’ is to give individuals the best possible hair products that cater to their own personal needs and goals by gathering data from their own online questionnaire. They are big on individuality, diversity, authenticity and creativity as well as social status, making them the ideal brand to a Gen Z audience, similarly to brands like Saturday Skin and Glossier. What makes ‘Function of Beauty’ so innovative is the customisable element to their products, in which they are able to produce a range of products for a range of consumers and each one being nothing like the other. For me this is very important, as I am a mixed race and so I struggle to find a shampoo and conditioner that works for my scalp condition, hair texture and hair condition.

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Next up is Drunk Elephant which is a skincare brand I came across not too long ago on Pinterest, and then again on Cult Beauty whilst getting my monthly shopping fix. Apart from their clean clinical Instagrammable packaging and beauty shelf worthiness, what really intrigued me about the brand was their strong ethos of excluding ‘question mark’ ingredients. After reading about this, I immediately thought of ‘ The Ordinary’ another skincare brand who pride themselves in only using the best ingredients and keeping ingredients to a minimal. However, after digging a little deeper I discovered that Drunk Elephant research well into the skin as an organ and so from this have come up with the ‘Suspicious Six’ which are 6 ingredients at the root of almost every skin issue we come across today. The suspicious 6 include silicones, essential oils, chemical screens, SLS, drying alcohols and fragrances/dyes which they avoid using these at all costs. It was then I saw Drunk Elephant as an innovative brand, because unlike many skincare brands they look at solving problematic ingredients for the skin and works around using those rather than looking at solving problematic skin. To me this is something very new and in some ways quite disruptive, and so I’m excited to get my hands on some Drunk Elephant products.

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And then there was Fenty Beauty. Now to me this brand didn’t seem very innovative, I feel like I was just so excited about it being Rihanna’s line that I didn’t take much in of the brand itself. So after doing my research which I wish I did a lot earlier, I have a new found respect for not only Fenty Beauty, but Rihanna as a business woman coming into the beauty industry. I know you all know what I’m referring to when I talk about Fenty Beauty so I’m not going to described it to you and you give you a break down, but instead I want to highlight what made it one of the most innovative beauty brands to date. So in terms of diversity Fenty Beauty offered 40 shades of foundations to a option-starved beauty consumer who had been deprived of their true match up until this point, creating an inclusive feel to her brand rather than an exclusive one. This recognition of needing more options within the beauty industry for women of colour, lead to a variety of women having an immediate emotional connection to the brand and therefore this disrupted the industry who had never seen this happen before. I think personally for me, I didn’t immediately see this as an innovation because it was something that needed to be done and so for me was an expectation of Rihanna. But now with the knowledge I have, I can see how big of a move this was for anyone in the Beauty Industry whether it be Rihanna or not.

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And lastly is Milk Makeup which is a 100% vegan cosmetic brand who promote clean beauty and raise awareness of environmental issues surrounding make up. What I found very innovative about this brand was their inclusive campaigns promoting gender fluidity, and how authentic their approach was. Gender fluidity is still something quite new and something quite sensitive to discuss in some parts of the world, and so to put this conversation at the front of your brand is very bold. COO Dianna Ruth stated “People are more complex than their gender. I think it’s refreshing to see different options in packaging, formats and formulas in beauty”.And so this is another brand I will be keeping an eye on.

I want to take this time to thank you for reading my post, and for coming with me on my educational journey.

What brands have you come across lately that you find innovative? Comment below

Love always

AHVB X