The Glossier tactic – From content to commerce

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When starting a company, people usually have a detailed plan in their heads. This was not the case when Emily Weiss, the founder and current CEO of Glossier, started her beauty blog Into the Gloss seven years ago. She was never fully satisfied when shopping for makeup and beauty products so she decided to bring real experiences into the game, an aspect she felt lacked.

In order to connect with women and establish a connection she has always wanted with beauty brands, she used her online platform to interview some of the biggest celebrities and beauty moguls of today. Kim Kardashian, Bobbi Brown, Sara Sampaio and many others have opened up about their skin care and makeup routines, sharing their experiences and reviewing products. Into the Gloss became popular fairly quickly, counting up to 1,5 million unique views each month. With an audience that big and with the established connection, the next logical step for Emily Weiss was to launch her own beauty products and makeup she knew women wanted and needed.

However, something else sets Glossier apart from everybody else in the beauty game. It’s preserved its brand identity from the very beginnings – a wholesome look and feel for every product, message and marketing. Emily believes brand identity is extremely important and that it’s the thing that makes everything happen. Glossier has maintained its “Skin first. Makeup second.” attitude from the get-go so dewy skin and minimal makeup is still its norm. It has also kept its signature pink shade and the letter G on all of its products. Glossier has remained faithful to its diversity centered campaigns, which always feature real women and friends of the brand.

Other than that, Glossier relies heavily on the digital community and feedback from its customers. They speak, and Glossier listens; that’s how many of the products and their forms were developed. Women wanted a buildable highlighter they could apply on the go – Glossier came out with Haloscope, a stick form highlighter that comes in three shades and makes you want all of them. Women complained sunscreen was too greasy and heavy – Glossier launched the Invisible Shield sunscreen, which has a sheer finish and makes you forget you’re even wearing it. This two-way conversation with its customers makes Glossier different. Big beauty and makeup companies rarely get to respond to customer’s reviews and this is why Glossier makes its users feel so special they keep coming back for more.

User-generated content is what also makes Glossier popular. “Beauty has really gone online, because that’s where the customer is,” Emily said. The company is aware of the demands of today and isn’t afraid to use online platforms such as social media apps to reach out to its users. Glossier is climbing its way to the top using nothing but user feedback – a strategy worth trying.

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