Glossier Phase 2: See The New Products
Makeup label Glossier has officially released two new products: concealer and lipstick. As suggested by the name, the label was created as a breakaway from Into the Gloss, and is nearly one and a half years old now. The label began with a strong campaign on social media before its website went live, and this new startup strategy actually went surprisingly well, despite its lack of trial in the business world.
The new Glossier makeup products went live for sale on Monday, and can be purchased for $18 a piece on Glossier’s website. If you’re interested in the concealer, it can be found in a total of five shades, while the lipstick is matte and has four shades. Both of them are designed to be sheer when first applied, but greater application will lead to greater coverage, which is a gold standard for the label. The brand believes you should be able to get the perfect amount of makeup on, emphasizing its “skin is in” brand mentality.
Glossier has divided its products up into phases. These new products, as well as eyebrow product “Boy Brow,” are part of phase two; phase one consists of skincare products that are perfect for priming your skin for the makeup in phase two. Altogether, the brand is working toward a totally chic, all-encompassing makeup ritual for your everyday life.
But easily the most exciting part of this whole business plan is the idea that the products and phases will just keep on coming. For instance, Glossier phase three is going to be “body and beyond.” There is a good chance another phase will pop up later on down the line, but from this standpoint all of Glossier’s bases are covered. There are a plethora of products that fit into these three phases alone, and there are a lot of basics to produce in the makeup industry, so our Glossier appetite should be sated for quite some time.
Luckily for now, Racked was able to touch base with Glossier founder Emily Weiss on the next steps there will be for the brand. “We’re working on a Priming Moisturizer, ‘Rich,'” she said. This will be a variation of the brand’s most well-known product, opting for a creamier texture. This decision was reached based on feedback the brand received from the consumers. “I go through every picture tagged #glossier on Instagram at the end of the day, and there are some amazing ideas, catchphrases, hashtags that girls are coming up with” Weiss continued. This brand really cares about the people buying their product and what they have to say ” so if you have any thoughts on your Glossier products, just post something about it.
On top of being customer-oriented, the brand refuses to opt for wholesaling. All retail will be done through Glossier personally, via the brand’s website, because this is a process they will do before even considering wholesale, according to Weiss. This means the products are a little bit harder to come by, as you won’t be able to find them in any department store, but they are always readily available on Glossier’s website.
We’ll all have to stay tuned for next year, though, as it seems there is going to be something rather exciting happening. We know there is going to be an outward expansion into the international market, but other than that we have to wait and see.
“2017 is going to be a huge year for us,” said Weiss.
Photos courtesy of Glossier