Hannah Patience
Lingerie 2022
Glossier x AP
Lingerie x Beauty The growth of beauty and lingerie in today’s market make them perfect collaborators
Overview In January ‘22 Agent Provocateur will be releasing a lingerie collection with Glossier. The collection, Glossier x Agent Provocateur, a balance between sensual and sweet; it boasts Agent Provocateur’s classic textiles and style in collaboration with Glossier’s gentle demeaner.
Expansion: both parties have very large followings. The younger generation following Glossier is bound to connect with the sexy brand as it eases them in with a muted collection. Agent Provocateur offers Glossier the opportunity to collaborate with a larger company and broaden its customer base.
Style: hues of pink and nude are key to this collection. The softer hues are bound to appeal to younger clients who feel comfortable in more innocent lingerie dayto-day. French lace, mesh, satin-lace silk, and cotton silk woven are featured; the classic AP textiles are important so the brand is able to stay true to itself in a sweeter collection than the classically-sexy brand is used to. Furthermore, Glossier’s younger customer is not used to such luxurious textiles. Getting them to enjoy such materials is an important step in establishing that customer base.
Beauty x lingerie: the match is inevitable. Both beauty and lingerie is typically put on and taken off behind closed doors. The result, as the beauty industry gains traction, lingerie is given an amazing opportunity to jump in.
Packaging: packaging is becoming increasingly important for marketing. Luckily both companies are well known for it. For this collection, they have chosen a mixture between the two companies of a pink box with pink lining, branded stickers and a special lingerie bag. marine de quenetain
Read on to learn more about this collaboration.
Opportunity Both Glossier and Agent Provocateur have very large followings. On Instagram, Glossier has 1.1M followers and Agent Provocateur has 729K. While it is surprising that Agent Provocateur has less followers even though it is a much larger company, this shows opportunity for growth. This begs the question, what can they learn from Glossier? The campaign will be a great opportunity for the lingerie company to see what Glossier’s younger, cool-girl target market likes in terms of content. Glossier will benefit from the budget and committed clients of Agent Provocateur, a more established company. In the broader sense, this collection displays an important opportunity for the beauty and lingerie industries. Both are fueled by sexual instinct and can learn from each other, just like Glossier and Agent Provocateur. The collaboration of both industries will ensure growth as well. Currently, the beauty industry is worth $160B industry and has a 7% growth rate per year. The lingerie industry is worth $30B and is growing at a 7% rate as well. While the lingerie industry is much smaller, there is great opportunity.
Wrap Up By watching trends in the beauty industry like personalization and tailored customer service, perhaps the lingerie industry can reach greater growth. Hopefully the release of the Glossier x Agent Provocateur will be an inspiration for both markets. Continue for related reports.