At first the concept of Glossier Play confused me. It seems to be (and pretty much is) the polar opposite of the Glossier philosophy of pared down essentials.
But from a business strategy perspective, it makes sense.
A. It’ll increase the average value of the existing customer
Will it alienate their existing customer base? Unlikely, if you’re like me and lean toward the no makeup makeup side of the spectrum, it’s pretty easy to just not buy the new stuff. The new stuff doesn’t affect the quality of the old stuff.
However, if you already love the Glossier brand, there’s a high chance that you’ll buy a couple of items to try out. And don’t we all know how often just trying something out leads to repurchasing…yep, looking at you Boy Brow.
B. It’ll expand the audience
Not a fan of the original Glossier’s no makeup makeup look? No problem, now there’s glitter and bright colours too! Plus why wouldn’t you target a highly engaged segment of the beauty market? (No one accidentally decides to buy a yellow eyeliner, not least someone who isn’t already a makeup person).
Glossier Play isn’t really my cup of tea, but I wouldn’t be surprised if it turns out the new big makeup thing for 2019.