Glossier Retains Popping Up in Black Cultural Areas

The COVID-19 pandemic has taken away lots from us, but it surely has additionally birthed new cultural phenomena that spotlight the ingenious methods we’re adjusting to our new actuality on this perpetual state of quasi-lockdown. Verzuz, an Instagram Dwell battle sequence began by Timbaland and Swizz Beatz in March 2020, is one such characteristic of the pandemic. The sequence places a pair of musical heavyweights from the identical period or style toe-to-toe, or quite, song-to-song, and lets the viewers resolve which artist performed the higher set.

On Friday, January 22, regardless of beginning late, in response to Verzuz, greater than six million individuals tuned in on Instagram to observe the battle between Ashanti and Keyshia Cole. The battle broke the Instagram viewership report beforehand held by the Verzuz battle between Monica and Brandy, and have become the second-highest tweeted iteration of the sequence.

Every Verzuz creates its personal quantity of hub-bub. You possibly can anticipate group chats and DMs to be significantly busy, however this time round, the messages I used to be getting had been much less concerning the songs or the shade thrown between the artists, and extra concerning the conspicuous product-placement.

“You seen this?” A pal despatched me a screenshot of a split-screen Instagram Dwell of two blue-lit, empty chairs ready for Ashanti and Keyshia Cole to fill them. My eye was instantly drawn to the emblem on the bag sitting subsequent to a sack of Doritos and a bottle of Ciroc.

“You seen this?” Just a few extra DMs got here in, however they weren’t speaking concerning the chips or the booze — they had been speaking concerning the millennial pink, Glossier-branded make-up bag positioned to Ashanti’s proper. Glossier’s senior vp of selling Ali Weiss confirmed to Attract that it was the model’s Magnificence Bag, and it is launching quickly.