Glossier X Mythology Transformed 72 Spring Street and Ten Real Bodegas in NYC
The campaign, centered on a juicy apple-flavored balm, aims to reconnect with Glossier's New York roots and millennial fanbase through a unique retail experience.
Glossier X Mythology Transformed 72 Spring Street and Ten Real Bodegas in NYC
Glossier has turned its SoHo flagship at 72 Spring Street into a bodega inspired “Balmdega” to launch the limited edition I ❤️ NY Balm Dotcom, while also placing the balm in ten real New York bodegas where those neighbourhood shops keep 100% of sales.
I ❤️ NY Balm Dotcom launch
The campaign centres on a limited edition Balm Dotcom featuring the iconic “I ❤️ NY” logo and a juicy apple flavoured, clear formula, created in partnership with the New York State Tourism Board as a love letter to the city. The balm is priced at $16 and is available on glossier.com from July 14, alongside NYC themed merch including a keychain, T-shirt, sticker pack and baseball cap that are exclusive to the SoHo store.
Rather than chasing a generic viral moment, Glossier is using this launch to reconnect with its New York roots and millennial fanbase, leaning into the cultural…
identity that helped build the brand. Balmdega: SoHo store turned corner shop Inside the SoHo flagship, Glossier has created the Balmdega, a full store takeover that reimagines the space as a New York corner store with “Big Apple” energy.
Running from July 14 through August 31, the Balmdega features: Bodega inspired fixtures and signage, including shelves of Balm Dotcom and NYC merch styled like everyday goods. Free apple juice and candied apples for visitors, tying into the balm’s apple flavour.
Scratch off cards with chances to win bodega snacks, lip balms, discounts, gift cards and more. Opening-week perks such as free jelly bags and apple patches for the first 50 visitors per day, plus complimentary breakfast from Ess A Bagel and La Cabra on select weekend mornings, along with a DJ and stickers with purchase.
The activation is open to walk-ins and is positioned as a summer long experiential hub where fans can shop the limited balm and merch while enjoying a playful, highly localised retail environment…
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