Glossier has launched a new beauty passport initiative to make visiting its stores even more memorable – building loyalty through experience, not just product.
The Glossier Passport Book encourages consumers to visit different brand stores across the UK and US and collect exclusive stickers from each to document their Glossier travels with.
Shoppers can further personalise their book with a polaroid photo of themselves, taken in-store by a Glossier ‘Editor’.
The make-up and skin care brand’s new scheme mimics the way a traveller collects stamps from different places around the world they have visited in an official passport.
“Just landed: the Glossier Passport Book ✈️ Perfect for collecting Glossier stickers and memorabilia, especially as you visit all of the different Glossier stores in the US and UK,” Glossier posted on Instagram.
“Now available for purchase at all stores – make sure to tag us as you personalise your own Passport Books.”
It is a brand experience that combines loyalty with the irresistible appeal of collectibles, which is timely given the rise – and popularity – of limited edition beauty merchandise.
“Merch and collectibles seem to be resonating with consumers, and this is a clever way of combining loyalty – think a modern beauty version of a coffee shop stamp card – with incentivising consumers to both visit stores and post about it on social media,” Fiona Glen, Director of Projects at beauty branding consultancy The Red Tree, told Cosmetics Business.
“We know the Glossier consumer is active on social media and having them speak about the brand is a form of ‘owned media’, with trust and authenticity levels
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