Glossier dives deeper into complexion with the launch of a new foundation
Glossier expands its complexion offer.
Fresh from its debut at Sephora, the beauty brand founded by Emily Weiss launches Stretch Fluid Foundation , $28, building on the popularity of its Stretch Balm Concealer, released in 2016.
"We heard loud and clear that our community was hoping for a core product that would respond and hopefully- le, exceeded the bar for this Stretch concealer program,” said Kyle Leahy, CEO of Glossier.
"This is in many ways the biggest and most important launch for us this year , but also one that we really think about is a long-term build for us, for our brand, and for our community.”
Related ArticlesSkin-first with 89% skincare base, Stretch Fluid Foundation is gel -emulsion moisturizing cream based on squalane and glycerin of plant origin to hydrate and nourish the skin's moisture barrier.
The foundation is available in 32 shades divided into seven shade categories and five shade groups. It will launch on its website and in Glossier stores at the end of August and at Sephora in September.
At the same time, $22 Stretch Balm Concealer has expanded its line to 32 shades to match the foundation.
Marketing around the products includes an unretouched digital campaign showing 64 people wearing the foundation per time different, which change to match the current weather where it is displayed.
There will also be images and videos featuring WNBA players Ariel Atkins, Diamond Miller, Nyara Sabally, Izzy Harrison, Stephanie Soares, and Brea Beal play basketball at Tompkins Square Park in the East Village neighborhood of Manhattan, with the slogan "Stretch Beyond Expectation". Glossier became the WNBA's first Beauty Partner of 2020.
"What excites me the most is how we market it from a way that is incredibly true to Glossier's values, but also allows us to continue to be disruptive and lead the industry," said Leahy, who was named CEO in May 2022, taking the reins from Weiss as sales slowed. "So how we've thought about everything from the inclusiveness of our tint range to the campaign and how we're innovating not only in the channels where we bring it to life, but also with the way the campaign was shot and outside of the partnership with the WNBA."
As for the company's performance recently, Leahy told Beauty Inc that it's been an “exciting year,” with the brand launching at Sephora in February and activating its omnichannel strategy, including opening a store in Williamsburg, Brooklyn.
"With the activation of this strategy, we now have 11 of our own stores and are present in over 600 doors at Sephora," she said. "We had a record launch at Sephora that far exceeded our expectations, so we're excited about the momentum we're seeing in the business." /p>
Glossier expands its complexion offer.
Fresh from its debut at Sephora, the beauty brand founded by Emily Weiss launches Stretch Fluid Foundation , $28, building on the popularity of its Stretch Balm Concealer, released in 2016.
"We heard loud and clear that our community was hoping for a core product that would respond and hopefully- le, exceeded the bar for this Stretch concealer program,” said Kyle Leahy, CEO of Glossier.
"This is in many ways the biggest and most important launch for us this year , but also one that we really think about is a long-term build for us, for our brand, and for our community.”
Related ArticlesSkin-first with 89% skincare base, Stretch Fluid Foundation is gel -emulsion moisturizing cream based on squalane and glycerin of plant origin to hydrate and nourish the skin's moisture barrier.
The foundation is available in 32 shades divided into seven shade categories and five shade groups. It will launch on its website and in Glossier stores at the end of August and at Sephora in September.
At the same time, $22 Stretch Balm Concealer has expanded its line to 32 shades to match the foundation.
Marketing around the products includes an unretouched digital campaign showing 64 people wearing the foundation per time different, which change to match the current weather where it is displayed.
There will also be images and videos featuring WNBA players Ariel Atkins, Diamond Miller, Nyara Sabally, Izzy Harrison, Stephanie Soares, and Brea Beal play basketball at Tompkins Square Park in the East Village neighborhood of Manhattan, with the slogan "Stretch Beyond Expectation". Glossier became the WNBA's first Beauty Partner of 2020.
"What excites me the most is how we market it from a way that is incredibly true to Glossier's values, but also allows us to continue to be disruptive and lead the industry," said Leahy, who was named CEO in May 2022, taking the reins from Weiss as sales slowed. "So how we've thought about everything from the inclusiveness of our tint range to the campaign and how we're innovating not only in the channels where we bring it to life, but also with the way the campaign was shot and outside of the partnership with the WNBA."
As for the company's performance recently, Leahy told Beauty Inc that it's been an “exciting year,” with the brand launching at Sephora in February and activating its omnichannel strategy, including opening a store in Williamsburg, Brooklyn.
"With the activation of this strategy, we now have 11 of our own stores and are present in over 600 doors at Sephora," she said. "We had a record launch at Sephora that far exceeded our expectations, so we're excited about the momentum we're seeing in the business." /p>
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