NEW YORK — Glossier is today adding to its Balm Dotcom range.
A pre-launch for the direct to consumer e-commerce brand’s new Flavored Balm Dotcoms — cherry, mint and rose — goes live at glossier.com today, with the product officially going on sale May 9. Each balm costs $12, with a Flavored Balm Dotcom Trio set retailing for $30.
Balm Dotcom was one of the first products that the brand launched with in October of 2014, and the first extension of the balm — a coconut flavor — bowed in June of last year.
Each variation has a different “personality,” per Emily Weiss, founder and chief executive officer of Glossier, who said mint smells like a “fresh start and a fully charged iPhone. Cherry, which has a sheer red tint and doubles as a skin-care and makeup hybrid, smells like “fun,” and rose “smells “unlike any other rose.”
“It’s something we all loved and we made for fun in the lab,” Weiss said of the coconut-flavored balm. “The response and feedback was overwhelming. People have been hoarding this; they say it smells like vacation in a tube.”
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Weiss contended the coconut flavor is now even more popular than the original balm, hence driving the team to start “whipping up new flavors” last summer.
She said that the product will see marketing tie-ins both on and offline, including a preview of the new product on Snapchat where followers will be able to get an exclusive access code to shop the balms before they launch. Glossier is also collaborating with Morgenstern’s, which has created three custom ice cream flavors: Glossier Rose, Glossier Mint and Glossier Cherry. They will be available at Morgenstern’s ice cream shop on Rivington Street here from May 9 to May 31. The first 20 people who purchase one of these custom flavors during this time will get a free Balm dotcom.
“The biggest thing with the balms that we saw when we launched coconut is that it took on a life of its own. People were traveling all over the world with this and Instagramming it from the different locations they were in,” Weiss said, adding that the product extensions were built with this in mind.
From the color schemes to the boxes, the expanded balms are photo-ready. She’s eager to see the user-generated content that results from the launch, and has already created a dedicated hashtag for this: #glossierinthewild.