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Glossier’s new retail stores aren’t designed to drive transactions; they offer “a new kind of beauty experience.”

Nov 23 2021

Glossier’s new retail stores aren’t designed to drive transactions; they offer “a new kind of beauty experience.” The DTC skincare and makeup brand is known for their experiential and pop-up-like retail stores, and the opening of the brand’s new L.A. store signals the shift Glossier is taking to prioritize “photogenic spaces that are geared toward social content, brand awareness and community building.” Glossier’s L.A. store is a major photo op featuring Hollywood studio-inspired design, a 20-foot lip gloss, Cloud Paint tubes as props, an amphitheater-style seating area, and a “Glossier Alley” (an outdoor space built for social media photos and community building). Luckily, no fluorescent lighting is in sight as the store’s lighting and mirrors are optimized for selfies to show off consumers’ Glossier skincare and makeup looks. Unlike traditional brick and mortar stores, Glossier notes, “stores aren’t designed to facilitate transaction…[the brand’s goal is to offer] a new kind of beauty experience.” Glossier is offering the first 600 visitors a Lyft credit code for $25 to encourage store visits. The L.A. store is one of many that Glossier is rolling out, with “several more stores in the pipeline” in the U.S. and international markets according to the brand. YPulse’s shopping and retail research shows that 78% of Gen Z and Millennials say shopping should be an experience. (Glossy)