Each week, the brand finds five of the best UGC posts they’ve been tagged in, reposts them on their Instagram story, and files them under Highlights so people can go back to them later.
This drives the sense of community, and anyone can partake using their Instagrammable Glossier content.
Why is Glossier so 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.
What is Glossiers competitive advantage
Glossier’s competitive advantage stems from their extremely engaged and loyal online community, which they have worked hard to maintain and grow from its beginning on Into the Gloss.
The blog changed the focus of conversation from the product to the person wearing the product.
Who are Glossier’s competitors
Glossier competitors include SEPHORA, milk and Aveda.
What is happening with Glossier
The shift away from straight DTC selling has meant a second round of layoffs at Glossier in the past eight months as the brand aims to scale sustainably.
In January, the company laid off more than 80 employees, or about a third of its workforce, due to “mistakes” on its path to scale.
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.
How is Glossier marketed
With 2.8 million Instagram followers, Glossier has built a large community of loyal supporters who serve as not only their primary customers but also their biggest salespeople.
Glossier’s marketing is a digital-first word-of-mouth approach to skincare and beauty products.
What is Glossier’s mission statement
About us. Glossier is on a mission to give voice through beauty. We do this by building products, growing our community, and making decisions in inclusive, customer-devoted, curious, courageous, and discerning ways.
We believe in the power of the individual and see beauty as an incredible conduit for connection.
What is Glossier’s slogan
Glossier is a skincare and makeup brand that prides itself on supplying women with straightforward skincare products to suit any skin.
Their tagline “Skin first. Makeup second. Smile always”, is very well done.
Why is Glossier so popular
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.
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.
What is Glossier’s revenue
Glossier’s valuation in March 2019 was $1,200M. Glossier’s 2018 revenue was $100M.
Is Glossier still popular
Five years after its launch, Glossier You is still going strong, even garnering quite the TikTok following.
Did Glossier go out of business
In August 2020, the beauty brand laid off all of its retail employees and shuttered its stores, getting back into physical retail a year later.
Now, the company is laying off a third of its workforce, mostly on its tech team, as it looks toward more sustainable growth.
Is Glossier eco friendly
Glossier isn’t a particularly sustainable brand. In terms of packaging, Glossier uses a lot of plastic which is not environmentally friendly.
Their products are also not refillable or recyclable, and many of the materials used are not biodegradable.
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
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.
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.
Does Glossier use influencer marketing
Use (micro-)influencer marketing “At Glossier, something we’ve always stayed very true to, since pre-launch, day one, is that every single person is an influencer,” Weiss said during a live interview.
The best (and most prolific) post creators on Instagram often get invited to become ambassadors for the beauty brand.
When was Glossier started
Based on their likes and dislikes, she began developing a beauty line, Glossier, which launched in October 2014 to an eager audience: Into the Gloss’s hyper-engaged following of 1.5 million.
How does Glossier use content its customers make
Most of Glossier’s strategy is transferable – and repeatable. At its core, Glossier encourages customers to see themselves as part of the brand.
Most of this is through interactive and purposeful content, from straight-up blog posts to feedback surveys to integrating their customers into their marketing materials.
How many consumers does glossier have
Today beauty brand Glossier boasts over 3 million customers, 200+ employees and is valued at $1.2 billion.
What is Glossier’s demographics
While Glossier’s original target audience was the “millennial woman”, their brand has since evolved to include people of all ages.
This evolution was allowed to happen because Glossier never prioritized demographics as a main audience parameter.
How does Glossier use social media
Glossier has also used social media to build a strong community of fans. Social media is a place to connect and Glossier encourages their fans to connect with them, other fans and people who are new to the brand.
One way Glossier does this is through its use of brand reps.
Is Glossier an indie brand
Of the indie-beauty brands tracked (Glossier, Fenty Beauty, Morphe, and ColourPop), only Fenty (4%) and Morphe (4%) earned noticeable levels of unaided awareness.
What’s more interesting is when you look at the aided-brand awareness for some of the most talked about indie beauty brands.
What kind of brand is Glossier
Glossier is home to a tight edit of beauty and skincare products like Milky Jelly Cleanser, Boy Brow (which had a waitlist when it launched) and Cloud Paint (a blendable, cream blush).
But cosmetics aside, Glossier is also the proud owner of die-hard internet fanbase.
How Glossier uses social media
Glossier’s consumers buy their products and photograph them or photograph them using it and share them on social media.
Glossier produced products that are instagrammable, from the pastel-colored products to cute stickers that come free with products, every aspect of their brand is shareable content.
Is Glossier a tech company
Since January 2022, Glossier has laid off about 80 employees (or a third of its corporate workforce), most of whom were on its tech team.
Although the company focused on technology when it was really a beauty business, it is not hard to see these layoffs in the light of the public market tech meltdown.
How is a Glossier community built
Before Glossier ever launched their first product, they already had a strong following from their beauty blog, and had transformed that readership into a community of over 13 thousand followers on Instagram.
This emphasis on community was only strengthened as they grew their brand and product portfolio.
Sources
https://www.inc.com/young-entrepreneur-council/10-tips-for-a-remarkable-tagline.html
https://fempire.com.au/how-to-create-a-powerful-tagline-that-sells/
https://hashtagpaid.com/banknotes/how-an-influencer-built-the-most-recognizable-makeup-brand-on-instagram-the-glossier-success-story
https://www.privy.com/blog/glossier
