The digital-native makeup brand known for minimalistic looks launched a Washington popup that looks to salespeople as rapport-building ambassadors to enable more personal experiences

Beginning this Wednesday in Seattle, the millennial-friendly beauty digital native Glossier is debuting a lush temporary shop, decorated with an abundance of plants, flowers and the company's pink-colored products. The company recently reached the $1 billion “unicorn status” and is promoting the store to set itself apart from other beauty companies.

 

 

Glossier

Glossier's focus for its popups is to embrace the culture of their surroundings, at once amplifying and playing off of the local vibe. For its six-week run, the Seattle shop is aiming for a “Glossier experience” that takes inspiration from the surrounding natural flora for its aesthetics and is hiring local employees as “offline editors” to staff the store in the company's pink overalls.

Glossier

The goal is to encourage connection with customers for an intimate feel, rather than just a sales interaction. The primarily online retailer intends for its popups in major cities to foster engagement and allow it to experiment with offline experiences.

Glossier


Lead image: Glossier

Beginning this Wednesday in Seattle, the millennial-friendly beauty digital native Glossier is debuting a lush temporary shop, decorated with an abundance of plants, flowers and the company's pink-colored products. The company recently reached the $1 billion “unicorn status” and is promoting the store to set itself apart from other beauty companies.

 

 

Glossier

Glossier's focus for its popups is to embrace the culture of their surroundings, at once amplifying and playing off of the local vibe. For its six-week run, the Seattle shop is aiming for a “Glossier experience” that takes inspiration from the surrounding natural flora for its aesthetics and is hiring local employees as “offline editors” to staff the store in the company's pink overalls.