I agree that the summer capsule collection feels slightly out of place for Glossier. In some ways, it's not at all—limited drops and playful merch have always been connected to the essentials, mostly in context of their pop-up experiences. Labeling it a summer capsule is smart. But this one introduces a large enough design gap that it feels like a missed opportunity for co-marketing/co-branding with another brand who already occupies this space (along the lines of Sézane, Left on Friday, Farm Rio, Sun Bum, etc.).
Also a great point re: their basketball/sports collaboration. Sponsoring basketball is one thing, but they haven't fully stepped into the narrative of makeup/skincare/beauty's role in sports (imo a white space). The emphasis on basketball alone means it's not relatable to most (compare that to OV's "doing things" tagline that was universally relatable).
Exactly so well put. I would have loved some more brand aligned copy too…. Perhaps snappy sweet lines about making summer “yours”?? The South Of France angle is so played out too. Could have been fun if they went more pedestrian with it. Forget shades inspired by the Riviera… what about where most of us are. At someone else’s pool or the beach reachable by subway 😅😅
Omg i was soooo confused when they came out with the french riveria stuff. really bummed about play though, i had the light blue eye pencil and it was my faveeee. now i can never get it back...
I agree that the summer capsule collection feels slightly out of place for Glossier. In some ways, it's not at all—limited drops and playful merch have always been connected to the essentials, mostly in context of their pop-up experiences. Labeling it a summer capsule is smart. But this one introduces a large enough design gap that it feels like a missed opportunity for co-marketing/co-branding with another brand who already occupies this space (along the lines of Sézane, Left on Friday, Farm Rio, Sun Bum, etc.).
Also a great point re: their basketball/sports collaboration. Sponsoring basketball is one thing, but they haven't fully stepped into the narrative of makeup/skincare/beauty's role in sports (imo a white space). The emphasis on basketball alone means it's not relatable to most (compare that to OV's "doing things" tagline that was universally relatable).
Exactly so well put. I would have loved some more brand aligned copy too…. Perhaps snappy sweet lines about making summer “yours”?? The South Of France angle is so played out too. Could have been fun if they went more pedestrian with it. Forget shades inspired by the Riviera… what about where most of us are. At someone else’s pool or the beach reachable by subway 😅😅
Omg i was soooo confused when they came out with the french riveria stuff. really bummed about play though, i had the light blue eye pencil and it was my faveeee. now i can never get it back...
SAME --- that's what launched this entire investigation
They can pry my glossier play products out of my cold dead hands
i still have the glitter you gave me
I know... I loved this product line!