The blog, Into the Gloss, about makeup, cosmetic reviews,
and Glossier retail has gone from pop up shop space and
online shopping to a new Soho, NYC flagship store. It started in
2014, digital beauty by Emily Weiss, developed a makeup and
skin care line experience for those who like innovative, playful
and modern products. They target the pink millennial
and beyond. The store opened at 123 Lafayette Street and
should draw a fashion crowd, modeling agencies and makeup
junkies. Emily Weiss is quoted as saying ; “she likes emotional
commerce” not retail or e commerce. One enters the store,
designed by Gauchot Studios, seeing pink and futuristic
displays with a red staircase. The three floors have
stocked shelves, a grooming room, counters and other
merchandising paraphernalia. Some of the well
known products are; Generation G lipsticks made with
sunflower wax and rose lychee, boy brow filler, slick
flick mascara, haloscope highlighter and cloud paint
tubes which resemble the colors of a Manhattan sunset.
A jelly milk cleanser, balm.com in flavors, green mega
galaxy or moonstone masks are skin stars. Glossier
is fun and colorful as well as having a skin care
first philosophy. The transformation is from showroom
to store with glowing lights, flowers, long sofa and
mirrored counters where you can try on products. Ads
with a diversity of skin tones and styles enhance the future
of cosmetic purchasing power. In the end, ring up the items
on their iPad, but they do not accept cash.
The Cosmopolitan Compact 