Cult Beauty Takes Boston
Image Source: Glossier/Racked
Glossier, the mega-popular makeup and skincare company, has officially opened a pop-up location in Boston’s Seaport District and I am so. freakin’. excited. Boston now has easy access to the cult beauty brand’s signature bushy eyebrow-ed, dewy skin look.
Glossier is arguably (but not really arguable at all) the best beauty company out there. And not just because their products are amazing, but because the brand itself is uplifting and empowering. Glossier emphasizes that real beauty comes from within, and that its products are intended to showcase everyone’s natural beauty. The company creates an inclusive community for its diverse customer base, making continuous efforts to support everyone – no matter their race, gender or sexual orientation. In fact, the Boston pop-up location will be donating proceeds to BAGLY, the Boston Alliance of Gay, Lesbian, Bisexual and Transgender Youth, a social support organization for the LGBTQ youth community.
The root of Glossier’s success comes from its genius social media strategy. Most of Glossier’s social media content is user-generated, so it comes directly from customers who live and love the brand. The brand often engages with its followers: reposting, commenting and responding to tweets and photos posted online. Instagram is currently the company’s most popular social media platform, with 2.2 million followers. Glossier reposts customers’ photos, emphasizing that Glossier products are for ‘real life use.’ Another recurring aspect of Glossier’s Instagram strategy is reposting tweets from customers that highlight how essential Glossier products are to their daily routine. Here are a bunch of tweets from customers freaking out about Glossier’s lip gloss release:
Glossier is a big hit among college students and millennials, and as Boston is known as a college city, there is no doubt in my mind that the new Seaport store will be an ultimate success. This is Glossier’s third pop-up location in 2019, a genius strategy for testing the waters in new locations. Glossier products used to be exclusively sold online, so opening brick-and-mortar locations creates the opportunity to connect one-on-one with customers to give a true Glossier experience. The pop-up location closes up shop on October 4th, so make sure you stop by to get all of your cult-favorite beauty products before then!
Posted by Hannah