Glossier Black Cherry Launch 🍒

Glossier, Inc. took a launch from “nice to have” to “need it now” 🍒

In a beauty market as saturated as this one, standing out takes more than just a gorgeous product.

A cherry-themed lip balm, blush, eyeliner? Cute.
A cherry-shaped lock you can't get anywhere else AND can use daily? SOLD.

The padlock isn’t a random gimmick. It’s fun + functional. Think pilates girlies needing a lock for their gym bag or a unique lock for a digital nomad's next trip.

The streets are saying people wanted the lock more than the products???

When planning your next product launch, it’s worth asking:

1. Can we add something unexpected that feels true to our brand?
2. How do we create a moment people want to be part of?
3. What will get people talking (and posting) long after launch day?