The beauty company just announced it will be opening seven temporary pop-ups at select Nordstrom locations around the country, including the newest flagship store in New York City, according to CNBC, to promote the brand's popular Glossier You fragrance—a category that's notoriously difficult to sell online. “Fragrance is an extremely personal category—one that people understandably prefer to discover in person—and department stores are the largest channel for fragrance, making up nearly a quarter of all U. S. fragrance sales,” Glossier founder and CEO Emily Weiss told CNBC. "We feel confident that with Nordstrom as our partner, we’ll be able to maintain our extremely high bar for customer experience. " She said her team was also very involved in hiring and training the staff for the pop-ups, so that should be helpful in maintaining the vibe that Glossier fans love.
The reactions on social media have been somewhat mixed, but generally positive. "As a former Nordstrom employee (lingerie ????), this partnership to bring Glossier You, our cult-favorite perfume, to seven Nordstrom stores feels poetic. (One of them is the Seattle store where I worked. )," one person tweeted. "I read that glossier finally caved and will be partnering with a major retailer (nordstrom) and i was like ?????? then i realized its for their new fragrance Glossier You," another wrote.
It's a huge change for the internet's favorite beauty brand. https://t.co/rCAwRy48eM— Glamour (@glamourmag) December 4, 2019