2 months ago
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Since Glossier first entered the fragrance category in 2017, fans have speculated on when the brand might follow up on its debut scent, the hit musky-iris Glossier You. The answer came seven years later when Glossier finally launched another eau de parfum, but rather than begin a new scent pillar, Glossier went back to an old favorite: You.
The brand launched two flankers, You Rêve and You Doux, in October 2024, followed by You Fleur in March. Sticking by You’s original DNA appeared to pay off: According to Glossier, Rêve and Doux represented the biggest launch in Glossier’s history. The two scents generated $1 million in DTC and retail revenue in its first 24 hours, excluding sales at Sephora.
“We wanted to stay true to You’s original idea of being ‘You but better,’ a skin-enhancing scent for those who want to be themselves,” said Glossier CMO Kleo Mack. “While Rêve, Doux and Fleur are technically flankers, we think of them more as different ‘Impressions of You.’”
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