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Glossier Launches Immersive Pop-Up Experience in Paris for New Fragrance, Fleur
Envision a ball pit, but instead of being filled with small children and plastic spheres, it’s populated by teenagers and young adults amidst a swirl of biodegradable confetti. This scene captured the essence of the recent pop-up shop launched by American beauty brand Glossier in Paris. The temporary retail space was designed to celebrate the debut of its latest fragrance, Fleur, and engage directly with its French consumer base, particularly Gen Z.
Interactive Launch Event for Fleur Fragrance
Within a designated area enclosed by vivid purple mesh partitions, visitors could navigate through the sea of purple confetti, eventually reaching a towering mound. Perched at the summit was a bottle of the new Fleur perfume. Upon interacting with the display and lifting the bottle, an automated system was triggered, generating a personalized poem via artificial intelligence, displayed instantly on a nearby screen.
“You hold fleur with grace / beneath lavender light / your gaze tranquil elegance,” read a poem crafted for a friend of Jeanne Melman. Ms. Melman, a 17-year-old Parisian high school student, represents the Generation Z demographic that Glossier has successfully cultivated since its inception 11 years prior. Known locally as Génération Zède, this group has become a key focus for the brand’s marketing and product development strategies.
Gen Z’s Affinity for American Beauty Brands in France
Ms. Melman visited the pop-up event accompanied by two friends, also aged 17. All three expressed that Glossier products are among their most favored American imports. Ms. Melman referenced trying a Krispy Kreme doughnut upon the chain’s arrival in France in 2023, deeming it “Good but not exceptional.” She also mentioned discovering pickleball during a summer visit to a pen pal in Cincinnati, an activity she “kind of liked,” further illustrating her openness to American trends and experiences.
Glossier’s Growing Presence in the Competitive French Market
Glossier, recognized for its skincare and makeup line marketed to enhance natural beauty, has been steadily strengthening its presence among French consumers since commencing shipments to France in 2018. This expansion into the French market signifies Glossier‘s ambition to compete even in a region renowned for its own established cosmetic giants.
Despite France being the home of numerous iconic perfume and cosmetic houses – including L’Oreal, Lancôme, Estée Lauder, and Chanel – Glossier has successfully carved out a niche. According to Kyle Leahy, the company’s chief executive, France ranks fifth globally in terms of social media engagement for the brand. However, this online popularity hasn’t fully translated into direct sales in France, primarily because pop-up shops remain the sole avenue for in-person purchases for French consumers, as Glossier currently lacks permanent brick-and-mortar retail locations in the country.
The “Cooler” Image: Glossier vs. Legacy French Brands
While in queue at the Fleur pop-up entrance, Clémentine Stahl, a 15-year-old student, articulated a reason for Glossier’s appeal to her peers. She described the brand as possessing a “cooler” image compared to traditional French brands, which she feels “think more classically.” Notably, Typology, a French cosmetics brand established six years ago and known for its minimalist product approach, was also mentioned by attendees as sharing a similar attractive quality with Glossier.
American Beauty Brands Champion Individuality and Representation
Ms. Stahl was accompanied by her 17-year-old cousin, Agathe Bernardi. Glossier wasn’t the only young American beauty brand they admired. Both also expressed fondness for Rhode, founded by Hailey Bieber, and Fenty Beauty, established by Rihanna. Coincidentally, Ms. Stahl also voiced her opinion that “the best pop stars come from America,” highlighting a broader appreciation for American cultural exports.
Dorothée Thiam, a 20-year-old psychology student at Paris Nanterre University, observed at the pop-up event that Gen Z individuals, regardless of origin, tend to gravitate towards brands that resonate with their personal identities.
Ms. Thiam noted that Fenty Beauty and Glossier‘s deliberate efforts to connect with Black consumers, such as herself, played a significant “huge role” in attracting her patronage. “Representation is so important,” she emphasized. “It’s about being able to see yourself reflected in the brands you support, which makes a substantial difference.”
Self-Development Trend and Brand Philosophy
Marie Olivier, a 22-year-old master’s student, expressed that brands championing individuality, rather than imposing rigid ideals, embody what she perceives as a distinctively American trend that she values.
“What I appreciate from the United States is the whole self-development focused trend,” stated Ms. Olivier, a political science student at Paris-Saclay University. “It encourages you, I believe, to embrace your own lifestyle, your complete personality, and to simply strive to be the optimal version of yourself.”
Glossier’s Broader Appeal Beyond Gen Z
Her sentiment echoed Ms. Leahy’s explanation of the brand name Glossier. She described it as a portmanteau inspired by “dossier,” the French term for “folder,” and “Into the Gloss,” the name of the website that served as the foundation for the cosmetics brand. “Into the Gloss” is recognized for showcasing a diverse array of beauty routines. (Glossier’s inaugural fragrance, You, launched in 2017, was marketed on the premise that its formula would smell subtly unique on each individual.)
While undeniably popular among Gen Z, Ms. Leahy asserted that the brand’s appeal extends across generations. “We frequently see mothers and daughters shopping together,” she commented, indicating a wider customer demographic.
And indeed, even fathers were seen shopping, albeit without daughters, as demonstrated by a man observed at the pop-up. He arrived solo, yet armed with precise instructions from his daughter: to capture photos and procure both the new Fleur perfume and some Cloud Paint blush, illustrating the intergenerational reach of the brand’s desirability.
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