We aaaaall know who Glossier is! How could we not? The cruelty free brand has taken instagram by storm with its millennial pink packaging and skincare-first attitude, and it’s a definite favourite of mine to read up on (along with Milk makeup, I gotta say! They need a lil mention, too). Glossier’s essential products replace the drugstore storm of too much choice. Rather than every colour in every formula, they’ve found the handful of Best-Ofs that work for as many as possible. It’s back to make up basics – the white tee for your face. It’s an approach that must be effective, cos I feel like more and more brands are doing this, and not because they’re just starting out or want to eliminate risks, but because it’s a totally effective and marketable approach. (Asos face and beauty, for example! Makeup staples only, for now).
Anyway, the aesthetically pleasing Glossier has popped over to London and has been pleasing us W1 dwellers with velvet settees and fresh flowers the last five days. I’ve been watching queues to their previous pop ups on their insta story, and desperate to get a look in I walked up to Portland Place today (the last day of the pop up, tragedy!) for a little looksee, and to swatch products that I’d been positively gasping for via screens. One of my friends had put an order in a couple of weeks ago (free shipping over £25, and they’re very generous with the freebies and samples) and I’d just done lots of staring instead of sampling, so was very very ready to get hands on.
I don’t know much about merchandising or branding or the real power it plays on consumers, but it must be a lot. Glossier is two parts pink one part a white that’s so bright it’s almost antiseptic. The historic house of 34 Portland Place had been taken over with velvet furniture, all real signature pieces, flower displays, a massive mood board, and mirrors with lil slogans on. Downstairs was the room seen above plus the shopping space, and upstairs was a room dedicated to their heady and delicious perfume, as well as another shopping space. Orders were placed via iPad, and their staff were dressed in pink jumpsuits.
The two rooms with the products were big and bright white, and as Glossier doesn’t actually have a huge range of products there were lots and lots of repeats on the tables – which was perfect seeing that it was quite busy, and it gave you the chance to have a quick try of everything.