We won’t deny that we’ve referenced beauty brand Glossier numerous times in recent months. However, whilst many of us here admire the product range, we find ourselves entertained by much more than the beauty products themselves. In an over-saturated beauty market, Glossier stands out with refreshing authenticity and the ability to speak directly to consumers.
Important to acknowledge is how the Glossier brand have harnessed the power of social media to build their beauty empire. Not only is their Instagram incredibly visually pleasing – helped by their beautiful, millennial-driven packaging – but the platform facilitates beauty conversations with an avid audience. However, this goes much deeper than insta stories and product reviews, it is the opportunity for beauty seekers to converse with Glossier and co-create product ranges which answer their skincare and cosmetic demands.
The brand maintains two flagship stores in the US and an online store but decline to feature elsewhere amongst a plethora of competitors. Far from reducing the number of fans, this exclusivity has formed a community of loyal Glossier followers across the world, who experiment with the product at home.
Recently, Glossier have opened their second London pop-up store, bringing the brand to their UK fans. Situated on Covent Garden’s Floral Street, the store will be available until Feb 2020; a much longer timeframe than the first pop-up and ideal for the Christmas period.
As followers ourselves, we couldn’t pass up the opportunity to visit the store and experience Glossier, its ambassadors and its products first-hand. It came as no surprise to see the pop-up teeming with shoppers, even on a weekday after the lunchtime rush. The brand’s avid following has resulted in two types of Glossier shopper: The Experienced who know what they want and head to the pop-up to re-stock (maybe trying out some new products) and The Intrigued, potentially adverse to ordering only prior to playing with the beauty range first-hand.
Taking inspiration from the street name, each room within the pop-up follows a particular floral colour scheme; from pale lilac through to ocean blue. And whilst the test-and-play tables were relatively simple, allowing the product to take centre stage, the Glossier positive mental attitude shone through with affirmations like “You Look Good”. And for those shoppers wanting a little more assistance with the product, it was easy to spot the Glossier ambassadors by their baby pink boilersuits and mini tablets; all they needed to process an order for you to collect in the ‘yellow room’. Rather than picking products from the tables themselves (which would have been a feat considering the business of the store) the ambassadors took your name with each order and asked you to await in the yellow room, complete with collection point and beautiful personalised Glossier bags.
Not forgetting their Instagram roots, the full-scale Glossier-pink installation of a London rooftop features in the final room, ready and waiting to be the star of countless Insta stories.
Overall, the blurred lines between unapologetic femininity, sleek packaging and effortless shopping highlighted Glossier’s dedication to providing their fans with a seamless, exciting experience.