Created in 2014 by Emily Weiss, Glossier developed a differentiation strategy for a young brand: sell their products directly through its retail site and some points of sale located mainly in the United States (Seattle, Los Angeles, Miami) and in England (London). But over the years the company has seen its popularity decline despite interesting proposals in terms of make-up and skincare. If the brand is part of a constantly evolving sector, the founder herself pointed out “bad decisions made by the company”. In early 2022, for example, it had to part with a third of its workforce …
Fortunately, this trend will likely reverse, as the claw begins to do so work on its accessibility choosing to integrate, since the beginning of 2023all stores and the giant’s merchant site Sephora… Only in the US and Canada for now. But an arrival in France is likely to become clearer soon as the French perfumer’s distribution scheme works like this.
“As one of the most sought after brands on Sephora.com, we know our customers will be thrilled to find their favorite Glossier products online, on the Sephora app and in our stores.”
Artemis Patrick, Executive Vice President of Sephora and Global Head of Merchandising, in a statement.
More polished uphill again?
Cosmetic brands face very often to changes in interest from its customers. At the same time, the offer in terms of beauty products is exponential and new names in this sector arrive every day. Glossier, despite its very cutting-edge positioning (since it is largely flanked by others) is no exception.
Change of CEO, election of an inspirational muse in the person of Olivia Rodrigo, development in new distribution areas very soon … The brand wants to be more accessible than ever. And it seems to work! In addition to his upcoming arrival at Sephora, Glossier has done so recently announced upcoming store openings: in Washington DC, Atlanta, Philadelphia and Brooklyn. Still no French city in sight, but we still have the e-shop to console us …
An Image Credit: @glossier.
Source: Madmoizelle
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
