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download the appSign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. But the recent success of Glossier's "You" perfume — which isn't new, but has been introduced to a new Gen Z audience thanks to a viral TikTok — is helping pull the brand back to life. The TikTok wasn't part of some big plan of Glossier to get back into the graces of the younger crowd. Related storiesA single viral TikTok, in theory, might fade away, but Glossier reacted to the successful viral moment among Gen Z buyers. AdvertisementFor the record, as a dutiful millennial woman, I own and enjoy several Glossier products (I personally love their mascara).
Persons: , Glossier, Kyle Leahy, Mack, TikTok, Emily Weiss, Marisa Meltzer Organizations: Service, Business, Bloomberg Locations: Sephora
Glossier reformulated Balm Dotcom, a star product and fans are voicing their frustration. Some fans say the lip balm no longer works as well and are accusing the company of ignoring its customers. Glossier has gone through several changes over the past year, including a new CEO and a deal with Sephora. The reformulated balm, or BDC as fans call it, will have a redesigned applicator tip and a "new clinically-tested hydrating, vegan formula," Glossier wrote in an Instagram post. In addition, Glossier is discontinuing the cherry-flavored balm, a popular flavor that had a sheer, red tint.
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