Glossier makes surprise appearance at Colette
US online-only cosmetics brand Glossier was initially planning to launch in France by opening a dedicated e-store in 2018, but has instead popped up unexpectedly at Parisian concept store Colette on Monday 18th September.
Glossier stated on its Instagram account that it will be featured at Colette's until 20th December, when the store will close down for good, while Colette's Instagram account indicated that Glossier products will be available in France only at its store. The first pictures show that word-of-mouth is working well, since customers are flocking to the shop.
Glossier has recently launched a US campaign that advertises the launch of its body care products by celebrating diversity, and is extending its distributive reach. Until recently, the brand was shipping only to the USA and Puerto Rico, but it is now delivering to Canada and will soon open a London office to start selling in the UK too.
Behind Glossier is Emily Weiss, a young woman who made a name for herself on the web with the Into the Gloss site. This became a fully-fledged communication channel, where Emily, who cut her teeth at Vogue USA, collected the beauty tips of models and designers. Since its inception, Glossier has therefore benefited from widespread media coverage, allowing the brand to raise $10 million for its start-up.
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