Glossier

Glossier was founded by Emily Weiss in New York in 2014, emerging from the beauty blog Into the Gloss that Weiss had developed into one of the most read beauty media properties on the internet. The Glossier brand’s founding proposition, which held that the beauty routine should start with skincare rather than makeup and that the best makeup enhances the natural skin rather than covering it, resonated with a generation of consumers who were skeptical of the heavy coverage and the complex product systems that the conventional beauty industry had organized itself around.

The Glossier product line is built around a small number of products in each category, which is the opposite of the department store beauty counter’s approach of offering many products to serve every possible variation of the consumer’s need. The Boy Brow, the Cloud Paint, the Haloscope, and the Stretch Concealer are the products that the Georgetown Glossier customer is most likely to be familiar with before entering the store, because the brand’s social media presence and the word-of-mouth that the brand’s loyal customer community generates have made the product names as familiar as the products themselves.

The Georgetown M Street retail location at 3065 is the brand’s physical presence in the Washington market, allowing the Georgetown customer to test the products that the online Glossier experience can describe but cannot provide. The signature Glossier retail environment, with its pink palette and its emphasis on the hands-on product experience, creates the brand expression that the e-commerce channel cannot replicate.

Hours run from 10am most days and 11am on Sunday. The Glossier Georgetown location at 3065 M Street provides the Washington market with the hands-on product experience that the brand’s primarily online distribution model makes difficult to replicate: the customer who can apply the Glossier Cloud Paint to the back of the hand and the Glossier Boy Brow in the mirror before purchase is making a different decision than the online buyer who relies on the product reviews and the before-and-after photography that the Glossier social media presence provides.

The Georgetown M Street retail setting at 3065 places the Glossier store in the commercial corridor that the Georgetown shopping audience uses for the beauty and personal care purchases that the M Street beauty district has developed. The Glossier store design at the Georgetown location, which uses the brand’s signature pale pink and the tactile product display format that all Glossier retail locations share, provides the brand’s Georgetown expression in the commercial context of the M Street skincare and beauty cluster. Hours run from 10am most days and 11am on Sunday. The Glossier Georgetown store at 3065 M Street NW is open from 10am through 8pm most days and from 11am on Sunday, providing the Georgetown shopping audience with the extended retail hours that the M Street shopping pattern requires. The Glossier store’s position at 3065 M Street, between the Bluemercury flagship and the M Street commercial cluster that extends toward Wisconsin Avenue, places the Georgetown Glossier in the M Street beauty shopping corridor that the Georgetown skincare and beauty buyer uses for the discovery and the purchase of the contemporary beauty brands.