Glossier’s social media content strategy positions the brand as authentic and down-to-earth. By not using overly salesy language, it’s as if Glossier isn’t a brand, but is just another friend’s Instagram account.
Why is Glossier so successful
The Glossier Difference Through the approach of talking with customers instead of talking at customers, Glossier built a brand that is universally admired.
This unique approach doesn’t seem groundbreaking but prior to Glossier’s launch no other beauty brand operated in this manner.
How does Glossier promote
Glossier generally reposts UGC through its Instagram account. It will share UGC that promotes new products that followers use in real life.
The best UGC creators even get invited to become Instagram ambassadors for the brand.
How did Glossier become successful
Glossier was successful online because it had built its brand around its personal, authentic connection with its customers.
It applied this same principle to its retail locations. Rather than opening stores with the sole intention of selling product, Glossier was also creating spaces for its community to hang out.
Who are Glossier’s competitors
Glossier competitors include SEPHORA, milk and Aveda.
Who is the target audience for Glossier
Glossier knows they’re targeting actual peoplenot corporations. And when it comes to how the brand defines its target market, Davis shared that Glossier takes a somewhat non-traditional approach: “The Glossier customer is a psychographic, someone who understands the role beauty plays in their life.
What is the issue with Glossier
In 2020, anonymous Glossier retail employees came forward with allegations of racism and toxic work culture, launching the Instagram account Outta The Gloss to voice their grievances.
“The concerns of POC were never taken seriously,” one employee told Outta The Gloss.
What is happening to Glossier
About a week after Glossier announced its first wholesale deal with Sephora, the beauty brand is laying off employees as it moves away from single-channel distribution.
The layoffs impact about two dozen employees, according to a letter to employees from CEO Kyle Leahy.
Why did Glossier layoff
Then, in 2022, the beauty brand said it was forced to make corporate employee cuts after it “got ahead of ourselves on hiring.”
In an email to staff, Weiss said over the past two years the company had “prioritized certain strategic products” that directed attention away from its “core business,” adding that “these
What is Glossier’s mission statement
Our mission is to give voice through beauty, and our team is proud to work at Glossier to help democratize an industry that has forever been top-down.
What is the definition of glossier
Definition of ‘glossier’ 1. smooth and shiny; lustrous. 2. superficially attractive; plausible. 3.
What is Glossier’s slogan
Its tagline is, “Beauty products inspired by real life.”
Why are people obsessed with Glossier
“It has a much more youthful look and feels than if you compared it to, say, a L’Oréal Paris or a Lancôme or a MAC, even, or an Estée Lauder,” Andrew Stephen, a L’Oréal professor of marketing at the University of Oxford’s Business School, said to Wired.
“It looks fresher, it looks more modern.
Is Glossier losing money
Last week, Modern Retail broke the news that Glossier laid off over 80 employees, about a third of its workforce.
The one-time millennial “it girl” brand, which raised $80 million series E funding in 2021 at a valuation of $1.8 billion, seems to have lost its unicorn magic.
Is Glossier still popular
Five years after its launch, Glossier You is still going strong, even garnering quite the TikTok following.
Who is Glossier owned by
Emily Weiss is the Founder and Executive Chairwoman of Glossier Inc, the digital-first beauty company that’s changing how the world sees beauty.
Is Glossier eco friendly
Is Glossier Sustainable? Glossier cannot be considered sustainable yet because it doesn’t use certified organic ingredients and relies on nonbiodegradable and hard to recycle plastic packaging for the majority of its products.
Is Glossier direct to consumer
Glossier, the eight-year-old direct-to-consumer beauty unicorn, is entering its first-ever retailer partnership with LVMH-owned beauty giant Sephora in a high-profile shift in distribution.
Why do people love Glossier so much
It’s not hard to see why: Glossier is a master class in brand identity (see its millennial pink packaging, “G” merch, and dreamy but realistic ads), has perfected the art of the no-makeup makeup look, and has gained a fanbase so loyal that shoppers will patiently wait (often in lines outside its showrooms) to get their
What is Glossiers positioning
By positioning Glossier as an off-shoot of ‘Into the Gloss’, the brand launched with a large follower community.
(The website reported two million unique visitors per month and had attracted 120,000 followers on social media by the time of Glossier’s launch.)
Does Glossier work with influencers
And while other brands do that only with influencers and celebs, Glossier is making their way to the top by using real people, who invest time and money into their brand.
They treat their regular customers like influencers.
How many products does Glossier have
Weiss launched Glossier as an online exclusive with only four products, including a face mist and a moisturizer.
With the addition of Play, the company currently sells about 40 products, including a fragrance, a body lotion, and an acne treatment.
Who is the CEO of Glossier
In May 2022, Weiss stepped down as CEO of Glossier, but stayed on its board as executive chairwoman.
Kyle Leahy, Glossier’s former chief commercial officer, took over her position as CEO.
What manufacturer does Glossier use
Bentley Labs is a cutting-edge formulation and manufacturing partner to the world’s best beauty brands.
Is Glossier a startup
Not too long ago it was impossible to scroll through Instagram without coming across an aesthetically-pleasing post by beauty startup Glossier.
What kind of company is Glossier
Glossier is a direct-to-consumer beauty company that leverages content and community to power a superior shopping experience.
Their skincare, makeup, body, and fragrance products are sold in the United States, Canada, Sweden, and the United Kingdom directly through Glossier and in their New York City showroom.
What social media does Glossier have
Glossier (@glossier) • Instagram photos and videos.
When was Glossier started
Glossier, Inc. was founded in 2014 on the belief that beauty isn’t built in a boardroom—it happens when you’re a part of the process.
We got our start with Into The Gloss, a beauty website devoted to people sharing the products they love, and our source for inspiration and information.
Why did Glossier get Cancelled
The posts come after public allegations of racism inside its stores from a group of anonymous, self-described former staffers.
“We’re so sorry that we didn’t create a workplace in which our retail employees felt supported in the most critical ways,” the company wrote in the post.
How does Glossier use content its customers make
Just like Weiss describes, Glossier incentivizes shoppers to spread the word: Glossier regularly regrams user-generated content, so people know they could be seen by the brand’s 2.6 million followers if they tag the company or use their hashtags.
Did Glossier raise their prices
Retail Dive reports that Glossier is also raising prices on some of its products as a result of higher production and shipping costs.
In the United States, prices will increase between $1 and $4.
Sources
https://www.elle.com/beauty/a40718874/glossier-sephora-launch/
https://www.highsnobiety.com/p/glossier-emily-weiss-steps-down-reaction/
https://blueprint.store/post/glossier-how-we-built-our-first-1000-customers
https://www.quantilope.com/blog/insight-studies-indie-beauty-brands
https://www.linkedin.com/in/emily-weiss-49014571
