Who is Glossier?
Glossier. You have probably heard this name before. It is an extremely popular, up and coming cosmetics brand in America started by a woman named Emily Weiss. Its popularity is picking up unbelievable speed and it seems like Glossier is the new craze. Their products quickly become sold out minutes after launching online, with its only physical store being in NYC. What makes this brand so appealing? The simple answer is INSTAGRAM.
THE “MEDIUM” BEHIND THE MADNESS
Instagram played a HUGE role in bringing Glossier into the spotlight it is in. Without even clearly knowing what it was about, 15 million people followed the account. Glossier’s digital marketing strategy is ingenious. That is why this brand appeals so much to millennials, who seem to be constantly glued to their phone. All of their product launch announcements are made through social media, such as Instagram and Twitter. They post many pictures of makeup in a pastel color scheme, which is the brand’s trademark. Glossier has a great relationship with their customers and are constantly getting them involved with things such as polls. They also have a great customer service system and are eager to answer people’s questions and concerns. Choosing social media as the platform to release products and communicate with their customers is perfect for the target market of this brand, the internet generation. Everyone is constantly scrolling through Instagram so this was the PERFECT fit as a communication medium.
EMILY WEISS
Coincidently, Weiss started the Glossier journey on her blog “Into the Gloss” where she interviewed beauty gurus like Kim Kardashian and Bobbi Brown. The blog allowed women to share their experiences and different skincare and makeup products in the comments. The site now has 1.5 million views each month.
THE BRAND THAT CARES
It is clear that the people of Glossier want to show their clients that they care. Glossier forms a community with their customers, rather than be a far removed retailer. Glossier wants to get to know their customers instead of just “talk at them.” Weiss wanted Glossier to feel real and allow women to connect with each other. It also allows Weiss to get suggestions from her customers and allows her to grow her business.
BRAND IDENTITY
Another thing that sets Glossier apart from other makeup brands is its unique brand. Their signature shade of pink is easy to pick out in a crowd. They focus on images of women who are diverse and look quite natural with dewy glowing skin and minimal makeup, with the occasional pop of color. Weiss wants women to feel comfortable in their own skin, instead of using makeup as a mask. The use of pictures is important because it minimizes the “noise” of something like an email subscription, where you cannot get the real essence of the product. What is better than a picture to actually show you!
HERE TO STAY
Glossier is kicking competition and taking names and it does not seem to be stopping any time soon!
Bella Vita 