Is the In-Store Glossier Experience Glossy enough to wait 30+ Minutes?

Glossier is a beauty brand founded by Emily Weiss (NYU’07) who, after years of blogging, launched an e-commerce site in 2014. Today, the digital-first brand has a physical SoHo store that is reminiscent of the many other immersive experiences New York has to offer – But unlike those, entry is free and you purchase at your own risk.

            In order to attract customers into the store at this digital age, any brand needs to get creative and generous to make sure the in-store experience exciting enough to compensate for the easiness of the alternative – online shopping. Since it started as an online platform, the expectations from Glossier were even higher.

            Apparently, the brand managed to satisfy the expectations because the line in front of their store is no joke. There are employees giving away logo stickers, bodyguards checking on the crowd, and about sixty people per 30 minutes in line.

            The testers of their products are displayed throughout the space and customers are highly encouraged to try them out. There is also a sink area to put on masks, make-up, or whichever product stood out for you, really.

At its core, it is a store that sells beauty products; what makes it different is how it operates. There is no register and they are cashless, accepting only credit card and Apple Pay. If you like something, you consult to the employees – all dressed in the same pink jumpsuit – and once they answer your questions, they become the register. You pay to them in any part of the store and the transaction is completed at the ease of an iPad.

Following the payment, you head towards the front desk to receive your bag. This is arguably the best part because your order arrives in a custom gift bag that is pulled from a mechanism by employees.

Oh, and the product tester they put in your bag becomes the icing on the cake. Perhaps, what makes Glossier attractive is its modern twist on shopping; you go in and shop but you feel like you went to a fun museum, sort of.

Since an immersive NYC experience would remain incomplete without an artistic wall that doubles as an Instagram spot, there is a colorful logo with Glossier symbols right before you leave. Overall, the store offers customers the opportunity to try out all Glossier products as everything is on display and enables them to learn more through interaction but the outcome is yet again consumption.

            Glossier, like most immersive experiences, is worth seeing the first time but it is not exciting enough for you to pay a second visit. And if you are not really into make-up, you can just go about your life and avoid the store altogether – While I appreciate the experience, I don’t think Glossier’s permanent store is a must-see. Plus, if you’ve read thus far, you somewhat experienced it, so you are welcome.

Until next time,



NYU’s Fashion Panel Addressed Media and Streetwear as Complements

Guests from Highsnobiety, Complex and Surface gathered at NYU on Wednesday to discuss how media intersects with streetwear — a combination of California surf skate culture with New York hip-hop fashion.

The panelists colorized the room, having dressed for the occasion in sweatshirts and baggy pants with layered fabrics and patterns, and of course, futuristic sneakers.
The NYU Stern Undergraduate Luxury and Retail Association

 “Streetwear is a bit like sportswear, you don’t wear sportswear just to the gym and streetwear is not just in the street, it is more like a lifestyle,” said Tom Garland, senior manager of strategy at Highsnobiety, speaking at the panel collaboration between NYU’s Fashion Business Association and Luxury and Retail Association.  

 “The creative flexibility in streetwear allows for unique combinations that inspire media content,” said Hunter Mak, style editor at Complex.

“Streetwear dictates social media and social media dictates streetwear.”

            Noting stylists now pair couture dresses with sneakers, Garland addressed media’s influence as a bridge between luxury and simplicity. He gave Prada’s recent partnership with local florists as an example because they put the Prada logo on ordinary brown flower wraps.

Just as “Prada’s creative idea messed with people’s perceptions, streetwear has a similar effect on consumers by reversing norms and changing perspectives.”

“Streetwear shapes your social media feed and your social media feed influences your style.”

Damien Scott, vice president of content and development at Complex believes that Gen-Z’s easy access to inspirational platforms give them more space to get creative with their style. He addressed media as a helpful source of influence, not as a dictator of a certain style.

Disagreeing was Brett Dalzell, art director at Higsnobiety — He argued that overwhelming number of websites cause a digital fatigue.

“There are just too many sources available online, we are going back to print because it makes our content more exclusive and special.” 

Before concluding the discussion, Fardad Sabzevari, brand development and strategy specialist at Surface told students that the death of influencers is an upcoming trend that concerns both media and fashion. 

“If you have 10k followers, you need to have a comparable rate of engagement in likes and comments,” he said. 

“More than half the so-called influencers lack such engagement so their influence will soon fade.”