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I wrote this on May 15th, Glossier’s opening day in LA. Warning: long post ahead!
Have you ever wanted to go to a place so so badly that when you finally went you felt like a kid in a candy store? That’s how I felt today when I stepped into Glossier’s newest permanent store on Melrose Place.
I came across Glossier’s Get Ready With Me Youtube videos last August when I was starting to learn how to do my own makeup (yes, I started wearing makeup last year). Something about the videos, perhaps the soothing and harmonious vibe, enticed me to find out more about the brand. Back then, my skincare was as basic as it gets: cleanser, moisturizer ready for bed (the thought of it makes me cringe). Stay tuned for my skincare routine post. I can’t tell you how much of a transformation my face has been through since I invested in it. If Glossier did research on the effect and impact they have on each customer, I would be a prime example of brand consumer behavior (haha). No, but on a serious note, Glossier has had a huge impact on my life, so that’s why I want to take the time tell you about to tell you about my experience at their new store.
Check out my other post about Glossier here.
As soon as I arrived, there was a huge line already, but it moved pretty fast. One of the lovely girls in a pink jumpsuit was managing the flow of the line.
…and then finally I walked in! The best way to describe the aesthetic of the store was Glossier’s Instagram feed turned tangible: millennial pink walls and Glossier’s signature minimalist décor. One of the girls was nice enough to talk me through the aesthetic of the store. It’s aimed to immerse the customers in the experience of driving through the desert. They even have vintage car mirrors throughout the store.
Everyone who knows me knows that I love the desert. Proof of this is my solo trip to Phoenix last year where I drove 6 hours from LA and enjoyed every single minute once I drove past the Arizona state line. Sedona was one of the most breathtaking places I’ve ever been to. My dream hotel stays include Amangiri hotel in Utah and any of the stunning Airbnb cabins in Joshua Tree. Oh, and I’m always down to drive two hours in LA traffic to spend the day in Palm Springs and eat the delicious Bolognese pasta at Kaiser Grill. But I digress here.
To top this off, Glossier’s CEO and founder Emily Weiss, really wanted to take the in-store experience to another level by featuring “Glossier Canyon”, a canyon room that simulates Antilope Canyon in Arizona, with color changing lights and background sounds. I checked Emily’s Instagram and the sounds were recorded from the actual Antilope Canyon. Because Glossier wants to make the most of this experience and create an intimate connection, only one person at a time is allowed in this room unless you’re in a group.
It was an amazing experience to finally interact and play with each and every product instead of just looking at them through a computer screen. For example, I was impressed by the size of the primer moisturizer.
Whether you’re a local or are visiting from somewhere else, Glossier is the new must-stop tourist destination on Melrose Place. It doesn’t matter if you’re not into makeup at all, the overall in-store experience will make you want to hang out there all day and test out everything. It almost makes me feel sorry for the desolated, boujee boutiques in the area, where Glossier’s pink facade stands out with its youthful, laid-back approach with smiley girls in pink jumpsuits awaiting you at the door to welcome you into a pink heaven.
Glossier’s store in LA is designed to be a getaway, a West Coast oasis where you can escape and if you’re a local, finally have a reason to go to Melrose place other than Alfred’s Tea and Coffee. This is one of the reasons why I love living where I live because I can pop in any time! I remember when I lived in Spain I was super miffed because my favorite brands didn’t ship internationally and I had to wait until summer to go to the States.
If you order online, use my referral code to get 10% off http://bff.glossier.com/hFFTt
Oh, I also highly encourage you to take a look at any of Emily’s interviews on Google and Youtube where she talks about her journey with Glossier: from how the brand was born, to how social media has changed the landscape in brand marketing, especially in the niche beauty industry. She gives outstanding and inspirational entrepreneurship advice.
Here’s an excerpt from Emily’s interview with Reinventing Beauty: “It’s an experience, an identity, and a trustworthy friend.”
At Glossier, we think constantly about how we can make the customer a part of the company. We’re having conversations with her, exchanging content with her, asking her questions, and applying all of that to everything that we do, whether it be product development or our next campaign.
Glossier’s address is 5307, 8407 Melrose Pl, Los Angeles, CA 90069
Product reviews
I purchased the newest Lash Slick mascara, which came out only a few days ago. One word: Wow!! I had seen a few Youtube videos before and got an amazing first impression but holy cow. It doesn’t clump even after 2 coats, and it lengthens and separates your lashes like no other mascara. Glossier’s really hit the mark with Lash Slick. It looks like you’re wearing eyelash extensions but more natural, and I love the convenience that the wand doesn’t come out with too much product. Do you want to know the best part? It’s only $16.
I’m writing this at 11 am and I’ve been wearing the mascara for 10 hours. I also applied Lash lick on my lower lashes (something I NEVER do). I went to the windy Manhattan beach today and my eyes got a little watery. The transfer was very very minimal, almost non-existent. After 10 hours, my lashes are still curled and defined like when I first applied it. It’s exactly as advertised: no flaking, no smearing and lasts all day. It gets every lash, even those stubborn ones in the inner corner. I was also pleasantly surprised at how easily it was to take off in just one swipe. Since the formula is gentle, very little product came off onto the wipe as opposed to other mascaras, whose big thick black gunk takes up your whole makeup wipe.
I also want to note that your lashes will feel as weightless as feathers. I’m super excited to try out this new daily staple in my routine! It makes other high-end mascara brands look amateur. Lash lick is your best friend for a subtle yet dramatic lash effect.
My other purchase was the famous Lidstar liquid eyeshadow in the color Lilid. Glossier debuted this product earlier this year with none other than Queen B, who wore the color fawn to the Grammy’s, and other A-list celebrities wore Lidstar to the Oscars prior to its release date. If this is not brand marketing at its finest, I don’t know what else is. Lidstar’s formula is long-lasting and is buildable, giving your eyes a very subtle yet noticeable beautiful shimmer.
I love beamy highlighters. You know, the ones you can see with the naked eye. I usually use the Golden Pro Fusion Highlighter by Makeup Forever but only when I go for certain looks, never on an everyday basis. I admit I was a little bit underwhelmed with Glossier’s Haloscope highlighters, but once I was in the store and tried on Moonstone, I caved in and bought it. It’s very subtle and really looks like wet skin, but that’s only because that’s part of the no makeup look that Glossier is known for. This highlighter is perfect for everyday use. It glides on easily providing you with a natural effortless glow.
Other favorite Glossier Products:
Boy Brow: Their #1 best-selling product. I use this pretty much every single day. The spooly magically thickens and gently fills your eyebrows in one fell swoop. They stay groomed and in place ALL DAY.
Milky jelly cleanser: I use this cleanser alternatively when I cleanse my whole face but I use it every single day for removing eye make-up after using micellar water. It removes every last bit of mascara. It’s also super gentle and great to use in the shower.
Balm Dot Com: love these!! If I had to take 4 things to a desert island, lip balm would be at the top of my list. The scents are heavenly and last for a really long time. They also make the perfect base for lipstick. My favorites are cherry and birthday cake. I got the latter at the store and I’m obsessed with the smell.
Cloud Paint: Another Glossier’s best-seller. The Cloud Paints are six gorgeous liquid blush colors that are made to compliment every single skin tone. My favorite is “Haze”, which is a beautiful rich berry hue and looks simply stunning on medium/dark skin tones. You can also put these on your eyelids in conjunction with a highlighter. I put “Haze” on at the store and when I came home at 11pm, I kid you not, the blush was still there. It didn’t move or fade one bit. You can also get the duo (2 blushes) for $30 where you can mix them! Worth every penny.
Solution: another staple in my nighttime skincare routine. I’m on my second bottle already! I will talk thoroughly about Solution in my future skincare routine blog post.
