Why Does Glossier Suddenly Hate Millennials? - Behind Glossier's Desperate Gen Z Re-Brand
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Remember when Glossier was the millenial beauty brand for dewy skin, pink bubble wrap, and cool-girl minimalism? Those days might be over. Glossier has been going through a major identity shift / crisis, moving away from its millennial fanbase and going all-in on Gen Z.
In this video, i'm taking a deep dive into Glossier’s rise, fall, and attempted rebrand. From cult-favorite launches like Balm Dotcom and Boy Brow to workplace controversies, tech flops, and Olivia Rodrigo partnerships. This is the full story of how Glossier lost its way and is now fighting to stay relevant.
Is the new Glossier working? Or is this just another brand trying too hard to chase TikTok trends?