Glossier pops up in Boston’s Seaport Reply

By Katie Peters & Rachel ShepardArts Editor & 1851 Staff

From Aug. 7 to Oct. 4, Bostonians walking along the Seaport’s Northern Ave. could visit Glossier’s pop-up shop. This was the online-based shop’s third pop-up of the year, others located in Miami and Seattle. Each pop-up was inspired by the city they were housed in.

“As part of our efforts in Boston, we will be engaging with and making a donation to BAGLY (Boston Alliance Lesbian Gay Bisexual Transgender Queer Youth),” said Glossier’s Communications Coordinator Reed Redman. Some of the profits made during their pop-up went toward the non-profit LGBT+ organization. The organization provides a free meal every third Wednesday of the month to LGBT+ youth during their family dinners.

The pop-up was housed in eight huts painted in a pale pink with fresh flowers adorning the outside. Each hut was centered around a specific line of products, ranging from skincare to fragrance. Guests were given a booklet with the full list of merchandise available. Attendants in pink jumpsuits were eager to help and recorded the order on their tablets. Once the order was placed, customers would go to the designated pick- up window in a hut of its own.

Every hut is decorated with its own style. The first building was their ‘Shop All.’ Inside was a wall of mirrors and a rangeof all products that could be purchased throughout the different buildings.

Next came ‘Brows,’ a room covered in reflective and holographic wall panels that had a small podium dedicated to the company’s brow line. Glossier’s brow products are often looked at as the staple piece of the company. “We consider brow grooming an important final step before heading out into the world: brush your teeth, brush your brows and then maybe brush your hair,” said a plaque outside the building.

The hut dedicated to perfume was decorated in red velvet from the couches to the lining of the wall. Fresh bouquets of roses were placed in vases along the room and mirrors were engraved with reminders to the customers they smelled lovely. Lined against one mirror were samples of Glossier perfume. Not only did they have their spray-on perfume, but also the perfume balm; a chapstick-like consistency that melts into the skin. This is a unique option for those who like perfume but don’t enjoy overpowering scents.

The makeup hut gave customers a chance to try out Glossier’s various highlighters, concealers and foundations. A sign at Glossier said this room is home to products that “give you options but never cover you up, turn you into someone else, or over-complicate your routine.” In true Glossier fashion, the room was lined with mirrors, flowers and lights to give customers a pleasant shopping experience.

Shoppers were able to find their perfect shade, a luxury many people don’t have when buying Glossier products due to the web-based nature of the company. Only two permanent Glossier stores exist, New York and Los Angeles.

The hut one door down was dedicated to fun. Naming it after one of their new matte lipsticks, Generation G housed a huge whimsically-sculpted letter ‘G’ shoppers could sit on and take photos with. No products were sold here, just a large sculpture and a wall of mirror. Many people from around the area came to the pop-up to take pictures in this room with friends.

The final room was ‘Skincare.’ With a rose-scented candle burning, shoppers were invited to browse a collection of face masks, toners, cleansers and moisturizers. “We believe in skin first, makeup second,” according to Glossier. “Our skincare essentials are designed to optimize skin’s tone, texture and hydration.”

As well as cosmetics, the pop-up also offered Boston exclusive merchandise. Shoppers could choose between apparel like a grey Glossier sweatshirt (sizes XS to XXL) and a white baseball hat with the Glossier logo. They also sold Glossier Boston enamel pins, mini composition notebooks, and stickers – all in the signature pale pink color of the buildings.

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