Glossier Relaunch Old Formula Balm Dotcom with Mobile Pop-Up in NYC
For all beauty enthusiasts! Glossier has just rolled out a mobile popup in New York City, focusing on an interactive Balm Dotcom experience. At this charming little station, you can bring your own Balm Dotcom or pick up a new one and personalize it with decorations. But that’s not all — there’s also a free photo booth where you can snap photos with friends and family, grab some Glossier samples, and buy the latest Balm Dotcoms. The first 500 visitors will even receive ice cream vouchers and a special Balm Dotcom sticker while supplies last.
A Brand That Listens
Glossier’s success is deeply rooted in a customer-centric strategy, evident from their official media posts driven by user feedback. The re-introduction of the old Balm Dotcom formula is a perfect example of this. After launching a new formula, many users expressed that they missed the old one, leading to its comeback. Kleo Mack, Glossier’s Chief Marketing Officer, stated,
“Glossier has been built by, for, and with our community since the very beginning, so listening to our community is paramount — and that still holds true ten years into our journey as a brand.” — Byrid
So, the beloved old version is back!
Old Formula, New Buzz
To promote this relaunch, Glossier has been actively posting on Instagram and TikTok, including posts celebrating the old version with a new flavor. They’ve shared at least 15 posts on Instagram alone, featuring crisp apparent photos and clear texts to quickly inform consumers about the republishing.
Popup in NYC
As described in Glossier’s official Instagram posts, the popup station serves as the final campaign to make its target audience aware of the relaunch.
From my perspective, this mobile pop-up event by Glossier does more than just boost product awareness — it’s a key player in maintaining customer loyalty, enhancing their sense of community and engagement. Activities like DIY balm decorating and photo booth sessions are not just fun; they also ignite interest among potential customers and make it simpler for existing customers to advocate for the brand. The limited-edition Balm Dotcom stickers and ice cream vouchers also create a sense of exclusivity, which not only stimulates participation but also adds a buzz to the event.
Furthermore, the pop-up provides a perfect opportunity for direct product purchase, which is a smart move to drive up sales. Glossier also thoughtfully prepares attendees for a day of fun under the sun by reminding them to expect queues and advising them to stay sun-safe and hydrated. These thoughtful touches demonstrate how much Glossier cares about its customers. This approach can easily foster a lasting connection that goes beyond the mere transactional.
Did It Work?
This popup event has been a smashing success. The official post about the event garnered 17.9k likes, showing the excitement it generated among consumers.
A subsequent post about a miss-out sticker giveaway contest also received a high engagement of 16.7k likes. We can tell from the much higher number of likes compared to other posts that customers are really interested in the format and content of this event.
