New Glossier Alert!

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Hello! It’s been a while, nice to be writing again! The new Glossier I'm about to tell you about feels like it’s been a long time coming, too.

Actually—funny story—the new product was the very first incarnation of what later became known as the Balm Dotcom. Way back when Glossier was little more than a figment of our imagination, we gave our wish list of perfect balm adjectives to our lab. It had to be hydrating and long lasting and not particularly shiny. It had to be able to go anywhere and do everything—lips to cuticles, etc. It had to be the balm to end all other balms.

After reading our notes, they whipped something up and sent it back. It was one particularly cool chemist who added the special touch—so cool that she doesn’t even know how cool she is. The type of person that wears stuff from Target, but somehow makes it look like Comme. Anyway, the sample came back to us coconut-scented. Not exactly what we wanted, only because we didn’t know we wanted it yet. But with everyone in the office vying for a dab and huffing the stuff straight out of the tube, Coconut Balm Dotcom was quickly added to the We Are Definitely Making This calendar.

From there we, the Glossier creative team, kicked off campaign ideation as we always do with a shared photo stream where we upload photos and videos and memes—a digital moodboard, if you will. Lots of The Blue Lagoon screen grabs, and a few O.T. Genasis references... Helen and Adriana got to work on the packaging—a chic little laminated foil tube with an orange punch-cap with an equally chic, leafy outer box. Emily and I, along with our model, Earth angel Belle (Emily met her on Instagram), flew to Hotel Esencia outside of Tulum for the shoot. This part was * *absolutely critical * * as the visuals had to accurately portray the transportive nature of the scent. When talking coconuts, go where the coconuts are.

I can only hope we did the Coconut Balm Dotcom justice. It smells like coconut, obviously—although it’s important to note no actual coconuts were harmed in the making of this balm (which is to say, if you have an allergy to coconut, this is still totally cool for you use). More so than coconut, it smells like vacation. A mix of warm sand, piña colada, and Banana Boat Aloe After Sun Lotion is what I’m getting. My fingers are constantly covered in the stuff so I’m never far from the scent—and my cuticles look better than ever for it.

I could go on, but it’s probably better for you to just try it for yourself—on us. Get yours, right this way.

—Annie

Photographed by Emily Weiss.