No Longer Grey

The sartorial experiments and ramblings of a girl named Sarah

What’s up with Glossier?

by Sarah on May 19, 2018, one comment

When I moved to New York, two things happened. First I learned the difference between a bodega and a corner store. Then I went to the Glossier showroom, along with every other woman aged 14-33 who lives in the greater Manhattan area.

I had looked at Glossier online for a while before I made the trip. I bought into the whole dewy, glowy, is-she-or-isn’t-she-wearing-makeup look. And working in a milennial centric artistic workplace, it seemed that everyone around me was a walking Glossier advertisement. So I succumbed to the glow.

Boy brow and haloscope were my first purchases. I bought boy brow in brown, despite being a strawberry blonde. I like my brows dark, and I wanted to use it to define the individual hairs, to avoid the 2014 blocky brows. I can’t use it quite as effortlessly as a true brunette could, because if I apply it to heavily, I look like I used a crayon on my brows, but I suspect that if I went with blonde I could do a little more intense application.

Rating: 7/10 brow hairs

Haloscope is pretty divine. It’s not sparkly nor chalky, and makes me feel happy. Plus it’s a big product, which is great, because I use a lot. I was tempted by all of the colors, but I got quartz.

Rating: 10/10 sparkly crystals

Next up I bought Generation G, which sounds like a new trendy name for people ages 10-20, but is actually a lipstick. I got it in fire truck red, also known as Zip. I have very chapped lips, always, and it doesn’t irritate them too much. It’s got buildable color too, so you can choose which way to go. The packaging is a little “meh” to me- it looks like crayola markers, but it’s not bad.

Rating: 8/10 firetrucks

Finally I got the stretch concealer. My skin is pretty good, but tends to get a little confused when I’m traveling. As I’ve moved 5 times this year, there have been moments. It’s nice. Definitely shiny, so if you have oily skin, beware. It does cover pretty nicely, without getting cakey nor fake looking. It’s like an IRL version of frequency separation in photoshop; it covers colors, not texture.

Rating: 7/10 drops of olive oil

Next up, I want to try their new mascara (which sparked this post), and lip gloss.

To talk about Glossier is to talk about more than the products. Like other brands targeted at younger people (those in Generation G?), they’ve got quite the business model. Photos that look like they might be taken with an iPhone. Referral codes for all. A pink based website, with skincare put first, then makeup. Greater diversity in skin color shown. Entering the showroom is like going into an instagram model’s room; everything is pink, covered in flowers, and primed for a photo op. It’s marketing, but done in a way that feels genuine.

Anyways, what are your thoughts? Worth the hype or just effective marketing?

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