The cult makeup brand, Glossier, just released a sister brand, Glossier play.
I was scrolling through Instagram a few days ago and came across a post by the cult makeup brand, Glossier, about a new account/sister brand created by them named Glossier Play. Naturally I gasped and immediately commented "DEAR GOD."
Target: I imagine that with Glossier Play they are hoping to target more of their Gen Z audience, while they already have a very high following from Millennials, I think this will give them an extra boost with an even younger crowd.
Insights: Recently, I have been seeing news articles against Glossier (for the first time ever) that the hype behind social media driven makeup brands may be decreasing. They called out Glossier for being a fad and trend and less of a makeup brand that can make a lasting house-hold name for itself. Also, I have been noticing all the makeup brands that are copying Glossier's package design, mission statement and marketing strategies. If one of those brands are able to make it through to some of Glossier's loyal customers then it could result in a quick downfall for the brand.
Brand Idea/Positioning: With this sub-line, Glossier hopes to give their fan base another outlet to experience their makeup. We are entering the land of interactive marketing spaces so why not create one online. No one really knows what Glossier Play is about yet, but they have successfully built enough hype just by posting at G image in a color different from its iconic millennial pink brand style. Glossier captioned the image with, "after two years in the making, we can’t wait for you to see, touch, hear, swatch, and play with what’s to come." Sounds pretty interactive to me.
Strengths: With a new sub-line, Glossier is giving their fans more to love without having to fork out money for new makeup products that they may not need yet. They are developing themselves more into Glossier as a lifestyle instead of just a makeup brand. This strengthens their community while also bringing in a new younger crowd who can experience the makeup before committing to it. The mystique behind the Glossier Play post also prompted many influencers to post it on their stories just out of sheer excitement. Glossier needed to make a new move while still keeping their makeup line simple and true to themselves and I think that Glossier Play is a great idea for that. I personally am so excited to find out what it is all about and think it fits to their brands image nicely.
Weaknesses: Some followers of Glossier might find that Glossier Play makes the brand tacky or too young. It can be risky to add a sub-brand to an already successful brand, if they attract new customers through Glossier Play and they have a bad experience from a not fully developed account/product from the get-go then it will hurt their chances of ever making the extra step to try out Glossier. It could also diversify them too much and confuse their audience.
We won't know for sure until it releases, until then I will be watching closely for hints and responses! My credit card is (not) ready.
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