How Glossier's perfume saved it from the millennial dustbin [Business Insider]
Allbirds, Inc. (BIRD)
Company Research
Source: Business Insider
It's fascinating to read how Glossier capitalized on the viral perfume hit to resurrect the brand. It seemed for a moment like Glossier might be headed the way of skinny jeans or Allbirds — yet another brand aligned with 2010s millennial appeal that lost its relevance. But the recent success of Glossier's "You" perfume — which isn't new, but has been introduced to a new Gen Z audience thanks to a viral TikTok — is helping pull the brand back to life. The TikTok wasn't part of some big plan of Glossier to get back into the graces of the younger crowd. It came about organically — just a fan posting about how she loved the scent — and soon, the company noticed sales had jumped by 10 times. It jumped on the trend and amplified it. Bloomberg has the fascinating story on how Glossier avoided the once-hot product dustbin. Here's how it happened: First, it was just one TikTok where a young woman talks about how she was stopped on the street by a man asking what scent she was wearin
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- 6/18/24 - Form PRE
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