Glossier founder and CEO Emily Weiss has thought of an innovative way of launching their company’s latest product.
‘Cloud Paint’– a gel-cream blush – is debuting at the Oscars on the faces of attendees such as Allison Williams, Rashida Jones and Chrissy Teigen.
Traditionally, Glossier debuts new products on their highly active social media channels; however, speaking to WWD Weiss has said of the change: “We have never launched two products the same way, but we always launch them thinking of our community first, and different cohorts of our community.
“A lot of the makeup artists who do fashion shoots and celebrities and editorial – they’re using Glossier as the back bone to get skin prepped and primed.”
It is these same celebrities and celebrity makeup artists who Weiss acknowledges spur the interest of her consumers.
Today, the launch will see the Cloud Paint largely advertised through Instagram Stories of makeup artists getting their clients red carpet ready with the product.