Yesterday it was announced that beauty brand Glossier will be moving into seven Nordstrom locations temporarily for the holiday season. “Glossier You,” Glossier’s fragrance with a cult-following (and for a good reason, I can personally add) will be the only product sold in the Nordstrom locations and Glossier claims to have taken a large part in training the employees who will be working at these shops.
When I saw this headline, I was shocked that Glossier decided to enter a department store, as their products have previously only been sold through their own website and stores. I was worried that this was going to be a sell-out of the brand, and almost thought that the move might be out of desperation because of how well Glossier does on its own and that department stores are quite mundane in the eyes of Glossier’s target consumer.
Upon reading this CNBC article, I began to further understand the strategy behind the move and am now convinced that Emily Weiss (Glossier founder/CEO) is even more of a genius than I already thought she was.
Weiss stated that “Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales.”
This got me thinking…and she’s absolutely right. Putting Glossier’s perfume into Nordstrom stores gives Glossier fans who don’t live in NY or LA (current physical store locations) an opportunity to get out and smell the produc and interact with the brand in a physical retail setting, AND, this gets people who don’t know about Glossier exposed to the brand, too.
Glossier’s target market is obviously women in their 20s/30s, but with this move, I think that the brand is saying that it doesn’t have to be. Nordstrom shoppers are usually older than those who seek out Glossier, and these temporary stores could get people of all ages exposed to the brand, only contributing to Glossier’s growth. While Glossier does feature people of a variety of ages on their social media feeds, the brand still primarily sells to younger women.
Also worth mentioning is the fact that Glossier only sells their perfume in a bottle for $60 right now, and there is no mini size. If you make a purchase via the Glossier website, you can choose a free sample of the perfume, but for those who want to spray it all over themselves to test it out as you could in a department store, this gives so many people an opportunity to connect with the product and then hopefully expand into the rest of the brand.
Featured image from Glossier.com