It might just be Christmas in March! What in the Bad Santa is going on, you ask? Wait, it’s actually good news all around. After coming out with the highly anticipated, ultimate, waterproof makeup remover cleverly called Milky Oil, Glossier, the growing NYC based start up beauty brand, is at it again. Now, introducing a brand new line of makeup gleefully named Glossier Play.
Glossier, You Stay!
When Emily Weiss created Glossier five years ago, wanting to enhance the natural beauty of women and to allow them to feel pretty in their own skin, she also envisioned a line of products that would grow with its faithful customers by always evolving and catering to their needs. From the very start, Glossier’s presence on social media, specifically Instagram, proved an effective way to craft the brand’s “beauty au naturel” narrative, to build an engaging and loyal following, to generate excitement through beautifully thought out and attractive online campaigns, and also to get direct, honest, and unaltered feedback from their now 1.8 million followers. By carefully gathering and analyzing much of the feedback from comments and surveys from beauty gurus and regular customers alike, Glossier was able to engineer, not only the dream cleanser that girls all over the world were longing for, but to also positively contribute to the lack of a color ranges that cater to the needs of women of color. Glossier now fully understands and embraces diversity by featuring more black and brown girls in their online marketing campaigns. I actually wasn’t surprised when they snatched my beautiful friend Isata to be part of the Glossier family and represent team G2 in the perfecting skin tint and stretch concealer – Life lesson 101: don’t hate, congratulate; and always be your friend’s biggest cheerleader! – If there was ever a true representation of inner beauty shining from within, she is it, folks! As a matter of fact, the active Glossier army of diverse girls AND boys who proudly rock the brand by posting pictures of their fresh faced look on the Gram is a true testament to the inclusiveness and overall positive image that characterize the young beauty brand.
In late February, Glossier posted a video on the newly created Instagram Glossier Play handle that said it all: “It’s a new day!”. Go check it out if you haven’t yet. It’s hilarious. Hearing the cute 90s throwback bop that was “I love your smile” by Shanice made us all giddy with nostalgia and anticipation for what was to be introduced. Within 24 hours, and even before any brand or product details had been announced, the Glossier Play account accumulated 57,000 followers. Now at more than 82,000, the day is finally here. Glossier has officially introduced their first ever line of makeup, boldly stepping into the very competitive realm of established giants such as L’Oreal and Estée Lauder. Already a noted player in a global beauty and skincare industry currently worth $445 billion, Glossier rightfully plays alongside new comers and overnight successes like Fenty Beauty by singer turned fashion icon Rihanna and Kylie Cosmetics by global influencer Kylie Jenner. Glossier Play clearly aims to cater to more daring customers who might spend more time watching makeup tutorials on Youtube than they would want to admit and love to have fun and play with colors and texture. To do so, Glossier has introduced four debut products: an eyeliner, a lip pen, a highlighter, and a glitter gel. Plus two makeup accessory products: Blade, a high-performing sharpener and The Detailer, a handy glitter applicator. Cleverly surfing on the current 1970s studio 54 revival trend – think Tommy Hilfiger’s latest collaborative collection with Zendaya at Paris Fashion Week – the new makeup line is all about bold dramatic colors and sultry textures to create head-turning looks and have fun with it.
Colorslide, the color-true gel eyeliner, comes in 14 shades from matte to metallic with witty names like Brack (darker than brown but not quite black) or Adult Swim (a deep indigo). Glitter Gelée, the multidimensional paillettes, comes in four shades from metallic gunmetal to iridescent pink. Niteshine, the refined pearl powder highlighter, also comes in four shades from deep copper to pale pearl. Finally, Vinylic Lip will make your lips pop in shades of taupe to orange. Basically, this line of makeup is the equivalent of that Freakum Dress! (“Pull out the big guns”, says Queen B!). Dutifully aligned with Glossier’s core values, all of these products are of course cruelty free, vegan, dairy free, gluten free, nut free, hypoallergenic, and dermatologist tested.
You can now express your individuality in a rainbow of ways with Glossier. It’s not just the colors on your face. It’s the colors of your mood. Now let the makeup play!
By PK Douglas