Glossier continues to appear in black cultural spaces
The COVID-19 pandemic has taken a lot from us, but it has also spawned new cultural phenomena that highlight the ingenious ways we are adjusting to our new reality in this perpetual state of near containment. Verzuz, an Instagram Live battle series launched by Timbaland and Swizz Beatz in March 2020, is one such hallmark of the pandemic. The series puts a pair of musical heavyweights from the same era or genre toe-to-toe, or rather song-to-song, and lets audiences decide which artist performed the best set.
On Friday, January 22, despite a late start, according to Verzuz, more than six million people took to Instagram to watch the battle between Ashanti and Keyshia Cole. The battle broke the Instagram audience record previously held by the Battle of Verzuz between Monica and Brandy, and became the second tweeted iteration of the series.
Each Verzuz creates its own amount of hubbub. You can expect group chats and DMs to be particularly busy, but this time around the messages I was getting were less about songs or the shadow cast between artists, and more visible product placement.
“Did you see that ?” A friend sent me a screenshot from a split-screen Instagram Live of two empty blue-lit chairs waiting for Ashanti and Keyshia Cole to fill them. My eye was immediately drawn to the logo on the bag sitting next to a bag of Doritos and a bottle of Ciroc.
“Did you see that ?” A few more DMs arrived, but they weren’t talking about the crisps or the alcohol – they were talking about the millennial pink, More shiny– a branded make-up bag placed to the right of Ashanti. Glossier senior vice president of marketing Ali Weiss confirmed Seduce that it was the brand’s Beauty Bag, and that it will soon be launched.