Anatomy Of A Beauty Frenzy: How Glossier Caused Hysteria Around Their Launch (And Some Bits Worth Trying)

When it was announced that Glossier was launching (or rather, shipping) to the UK earlier this year, the beauty community became more than a little bit crazed. Whether it was rushing out to visit their pop up, pouring over the website to make a wish-list, reading up every review they could find, or simply buying into the hype without much research, there's no doubt that Glossier was the name on everybody's lips. The countdown was on and as soon as us Brits could get our hands on the products, we did - and in our droves. I couldn't scroll through my Twitter, Instagram or Bloglovin feed without seeing at least one Glossier feature every day, which is something unparalleled in the beauty blogging (and wider beauty journalism) community since I became part of it in 2010. Although I'm quite late to the party in finally getting my hands on some and trying Glossier for myself, I'm fascinated as to how an independent Stateside brand caused such a frenzy in such a short period of time. Why was there such hysteria around the launch and how were we collectively convinced we all needed to make our lives a little bit glossier?

PRE-LAUNCH HYPE  

The marketing team at Glossier deserve a medal, because they created a craze for the brand months before it was even available. They teased their new distribution by letting online publications know before anyone else, drip feeding slowly but surely the idea that this was the hottest beauty brand to have ever existed. Even if you'd never heard of it, the way it was so highly spoken of and the refreshing imagery that accompanied it caused a bit of a hoohah; their pop-up shop earlier this summer also gave many of us a chance to experience Glossier for ourselves and see some of our fave influencers 'gramming their purchases. It's all about creating a demand so high that it'll undoubtedly be a sell out when it launches, and the glossy babes did that beautifully. 

COMMUNITY CREATED

Ahead of its game in more ways than one, Glossier is a brand that's adopted a community lead and digitally savvy approach from the offset. Developed by In The Gloss founder Emily Weiss, who created an international media title from a humble blog, this has always been a brand that wants to give women what they want - rather than telling them what they want. They listen, ask questions and involve their existing community in the development process, which is why it has such a cult following internationally. Refinery29 puts it beautifully: "Glossier’s digitally native approach allows it to create and sustain a direct relationship with its customers and community, enabling customer feedback to drive product innovation. With consumer communication and engagement at the brand's core, after the UK launch (founder) Emily Weiss invited her loyal fans to share where they'd like Glossier to land next."

STRIPPED BACK PRODUCTS 

We're currently experience a backlash against overly 'made-up' looks, having 27 eyeshadow palettes and contouring your cheeks so much you look like you haven't eaten all week. Instead we're seeing the resurgence of 'naked' beauty and the focus on beautiful skin, which Glossier brings to live perfectly. Their mantra 'skin is in' ensures their consumers focus on creating a beautiful base and celebrating revealing their individuality, rather than concealing every minor imperfection or taking three hours to get ready every morning. Their products are refreshingly simple, easy to use, multi-functional and completely different to anything else out there, so it's no surprise we're lapping it up with glee. 

A NEW IDEA OF BEAUTY 

When we're bored of seeing only one representation of 'beauty' Glossier comes along and throws everything out of the window. They've used models of all ethnicities, showcasing a multitude of skin tones, as well as embracing naked bodies in all their forms - not just super skinny and airbrushed. Glossier understands that beauty is about having fun, making the most of what you've got and embracing your individuality; what better way to do that than to put a naked curvy mixed race woman on a billboard? This approach has come at the perfect time and the UK consumer is totally on-board with embracing it. They're ready to see something new and Glossier has ensured their seen as the brand to deliver that. 

THE WORST KEPT SECRET 

It may have been around for three years, but there's always been the feeling that Glossier was a secret that was only passed on between beauty enthusiasts on the downlow. You would only have discovered it during a trip to the States, so blogger hauls and US-based influencers were where you could get your fix; there's something about being in on a secret or feeling like you've discovered something refreshing and new that makes it all the more desirable. (Everyone wants what everyone else doesn't have!)! What's also a really cute touch is the ability to order a product and get it delivered to you every one, two or three months - almost like a little Glossier subscription. So if you love a product you never have to be without it.

So what of the Glossier range? I've only been able to try a handful of their core classics, and so far I'm impressed not only with the formulas - but with the presentation and overall branding. I adore the stripped back packaging and simple use of tubes, as well as how they've colour coded things in such an elegant and modern way; this is a brand you'll want to be seen with and would be proud to leave out on your dressing table.

The products themselves are high quality and deliver textures that you'll love: subtle shine, understated colour and creamy textures that leave skin feeling fabulous. The Balm Dotcom Universal Skin Salve (£10.00) is undoubtedly one of the most cult products Glossier offer; this multipurpose lip and skin salve is packed with antioxidants and natural emollients to nourish and repair dry skin with a subtle sheen. Available in five different shades and fragrances, this is a handbag and deskside essential. If you're after a bit of colour, the Cloud Paint Seamless Cheek Colour (£15.00) is beautifully pigmented and impossible to over apply; it adds a subtle glow to skin without overloading it, leaving your cheeks flushed and not 'made up'. For something a little bit special the Haloscope Dew Effect Highlighter (£18.00) contains a solid oil core for hydration alongside a slick of dewy gloss, leaving cheekbones looking subtly gorgeous. Although the result isn't super strong or noticeable upon first glance, it catches the light and ensures skin is luminous.

With so many more products to choose from (including a skincare range that's supposed to be amazing) Glossier is a brand you'll definitely want to check out ASAP. And not just because they're blooming brilliant at creating hysteria around a face primer... I've got a wish list as long as my arm already.

Buy the whole Glossier range from their website; prices are displayed in pounds and free international shipping is available if you spend over £25.00.

SIGN UP TO MY MONTHLY NEWSLETTER HERE
EXCLUSIVE NEWS, GIVEAWAYS & INFO ON WHAT YOU'VE MISSED!

Features PR samples unless otherwise stated. To read my full disclaimer, click here.