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Reaching the millennials

Posted in Features
by Lisa Corneliusson on 7 October, 2014

It really is smart, and I'm sure, also sincere

I love smarty smart internet ideas. Like Glossier, the new real-life beauty brand of Into the gloss founder Emily Weiss. The idea is to take the wisdoms of Into the gloss – where Emily and her now pretty big team interviews models, makeup artists and other women about their beauty routines and favorite products, with an active readership weighing in on all of what’s said – and make it into a carefully selected range of beauty products “designed to live with you, not on you”.

It’s all very internet wise of Emily Weiss. In true transparency style, we’ve been allowed in on the process and are now eager to see the results. We have read Emily’s heartfelt letter about beauty being about having fun and being free, and that a smile is all that really matters. And yes, we want those stickers that come with the packages…
I’m not having a laugh, it really is smart, and I’m sure, also sincere.

And, this is a bit of a jump, but it makes me think about this piece on “why millennials are an ethical brand blindspot” written by another smartie, Rachel Kibbe, the other day. She’s saying: the millennials are proved to be the most interested in brands dedicated to social change, so they are the ideal audience for ethical fashion. Ethical brands should work harder on engaging them. By being in the right places. By communicating with their audiences. She mentions Man Repeller Leandra Medine as a perfect example, but it might as well have been Emily Weiss. She might as well have mentioned those Glossier stickers.

So this is for you, ethical brands out there: glance at Glossier and it’s way of talking to people, and it will take you further. Thank you and goodbye.

(Ps. The Glossier collection is “highly edited”, developed in accordance with what people actually use.  That sounds good (whether it IS good I don’t know, because I don’t know what it actually means). But, as far as I understand it, Glossier is not all organic ingredients. Which is, perhaps, the only thing about this concept that doesn’t spell modern.)

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All images @glossier


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