Glossier has gotten quite a bit of attention over social media over the past year. Glossier’s advertising strategy is literally built around creating a ‘hype’. From their very ‘aesthetic’ Instagram feed, to their reps who show off how they use the products on their already-beautiful faces– Glossier seems to be advertising a lifestyle just as much as the products themselves. That lifestyle is the ‘chic makeup minimalist’– the girl who is busy and doesn’t have time to fuss with makeup but somehow always looks effortlessly gorgeous. Its the whole ‘model off duty’ thing. I don’t necessarily have anything against Glossier’s strategy, and it seems to be very effective…its just that I don’t find it particularly relatable.
I am not the “Glossier girl”– I have zits and fine lines forming all at the same time, and I really like makeup…a lot. My makeup strategy as of late has been just the opposite of minimalist. Heck, I will layer fifteen different products, all to create a “natural” look and I will enjoy the entire process. So, I am not going to disingenuously peddle a lifestyle that I can’t relate to with these reviews. Instead, I am going to look at some of their products, one-by-one, and review them for their own merit and how they fit onto my own imperfect face and beauty routine.