Glossier, a makeup and skincare brand, has launched its physical store with a keen focus on experiential retail. The digital-first brand still prioritizes DTC digital business model, but the physical stores are betting big on community building, brand awareness and social content with content creators. The brand’s in-house creative team designed the store with a Hollywood studio-inspired design in mind to attract content creators. The retail store has separate rooms for skincare and makeup and looks Insta and TikTok ready. Glossier has stores in Los Angeles and Seattle and is planning international expansion.
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