There are so many aspects of the Glossier brand that make them crushable: their beautiful website, powerful young female CEO, their “exactly what I was looking for” products, and one of the most cohesive insta-feeds out there, just to name a few! But we just have to focus on the element that spoke to us most: the brand immersive live experience. CEO and Founder Emily Weiss really knew what she was doing when she created this “people-powered beauty ecosystem”, because it’s not every day that you have to wait in line outside an average retail store.
Waiting in line was only the very beginning of an unexpectedly buzz-worthy live experience catered toward the millennial gal. The windows to the SOHO store were tinted so we couldn’t see inside. All you can see from the outside is their understated logo on the window. The anticipation from not knowing what was inside was key in creating pure excitement upon our entrance and had a major impact on the “cool” factor of the experience. Did we really just insta-post about waiting in line?!
When it was our turn to enter, two young and hip-looking girls dressed in light pink overalls and red t-shirts opened the doors to the cleanest and most insta-worthy place we’ve ever seen. A deep pink staircase lined with soft uplighting led us into a white tunnel staircase, where a large vanity mirror was proudly mounted at the top, evoking our inner chant “Mirror, mirror on the wall, Glossier is definitely the coolest brand of all!” Before we even got to the products, the store made us feel cool just by being there.
Now, let’s get to shopping! The displays were incredibly minimalistic - more of a showroom than a store - and worked perfectly in conjunction with the simple and chic brand. All employees wore the same overalls and red t-shirt getup, creating a really cohesive feel. They stood at the stations, iPads in hand, talking super enthusiastically to guests about the products while clearly wearing the products themselves. The employees (both male and female btw) acted almost as “influencers” within the insular world of the Glossier store.
The icing on the cake was the actual purchasing experience. We didn’t have to awkwardly carry our purchases and throw them down onto the counter in front of a cashier. Instead, one of the employees took our order via iPad, swiped our card right then and there, and asked us to step over to the desk to collect our items. This means of checkout was simple, personable and very current - a direct nod to the chic, clean overall Glossier brand.
Behind the desk, sheer pink Glossier branded bags cascaded from the ceiling via a vertical conveyor belt. Ok, cool! They took the checkout process, something that is SO tedious and bland, and turned it into the single most exciting part of our experience - and another insta-worthy bookend. This is one errand we will ALWAYS run in person from now on!