By Sophia Littledale
Glossier Launches Glossier Play
March was a momentous month for Glossier; the globe’s most exciting direct-to-consumer beauty start-up. Not only did the company announce that it had raised $100 million in funding, it also secured a staggering valuation of a billion dollars and launched its first standalone beauty collection, Play.
As you can imagine, Glossier Play wasn’t your average beauty launch. To help drive a cult-like following and buyer frenzy, the straight-talking brand enlisted “reps” across a multitude of fields, with a wide range of personal styles and ethnicities.
And the strategy worked. Within just 24 hours Glossier Play had amassed over 50,000 Instagram followers and became the platform’s most talked about new profile.
Chinese Goths Protest with Selfies
Chinese goths took to Weibo in their droves last month, in a show of solidarity after a member of their community was made to remove her make-up after being denied access to a Guangzhou subway station by security, to avoid “distressing” other passengers.
Using the hashtag #ASelfieForTheGuangzhouMetro, thousands of Weibo users shared photos of themselves wearing gothic make-up and attire in support.
The Guangzhou subway has since apologised. Great to see the power of social media in action.
As reported in our Innovations round up, Instagram introduced “Checkout” in March, which allows shoppers to choose and purchase products through the photo sharing App. While its only at the beta testing stage and only available in the US at the moment, so far we’ve liked what we’ve seen. The UX also seems pretty functional, although it’s disappointing that only one product can be purchased at a time.
Other brands signed up include Nike, Uniqlo, Zara, Prada, Burberry, Adidas, MAC Cosmetics, Michael Kors, NARS, Balmain, Dior and more. We await the UK rollout soon. Please.