All products featured on Allure are independently selected by our editors.
However, we may receive compensation from retailers and/or from purchases of products through links in this article.
Each Verzuz creates its own amount of hub-bub.
Getty Images
This content can also be viewed on the site itoriginatesfrom.
“You seen this?”
“You seen this?”
In the past, it’s worked with A-list artists to organize concerts, events, and book clubs.
Verzuz has become a North Star of music’s future in digital and streaming.
It’s inventive, off the cuff, and unpredictable.
Side-eyes and shade are exchanged between artists and reacted to within seconds on Twitter.
“It’s like, ‘Oh, I want to get into them.
But I don’t feel like they’ve really set up the path for me to get there.
They haven’t really extended a full invitation.'”
This isn’t the first time Glossier has been on Verzuz.
In August, a branded water bottle appearednext to Monicaduring her battle with Brandy.
The brand confirmed it partnered with the chapter to create the custom content.
Glossier products alsopopped up in the music videofor “Best Friend,” performed by rappersDoja Cat and Saweetie.
It was a gesture that was in step with the moment.
“Glossier addressed it, publishing anopen letter on its blogandposts onits Instagram andCEO Emily Weiss’s Instagram.
Glossier then outlined action steps it would take to do better in the future.
Glossier’s product lineup happens to include many of those things.
Each generation learns not to assume genuine intent with big brands.
And why should they?
It’s hard to know what Glossier’s motivations are for this particular product placement.
“[It’s] very aligned with our mission.
We’re really grateful for the opportunity to work with them.”
But if the online reaction towards the Verzuz product placement is any indication, these are the beginning stages.
But being a part of Black culture is a much longer journey.
More on Glossier:
Now, watch Pharrell and his dermatologist answer common skin-care questions:
