In the late 2010s, one beauty brand dominated social media. Everywhere you looked, tutorial videos featured this brand’s products and rave reviews from influencers and general consumers alike. It wasn’t Maybelline or Covergirl or any of the other well-established brands your mother or grandma used. This brand was a newcomer in the industry and was about to shake up the beauty industry in ways no one could have predicted.
Less than two decades ago, the brand that would ultimately become Glossier was just a blog run by one woman with a vision. In 2022, Glossier was valued at $1.2 billion. So how did Glossier leap from a small beauty blog to a mega-successful makeup brand? Read on to find out.
What is Glossier?
Glossier is a direct-to-consumer skincare and beauty brand offering everything from makeup to body care, fragrances, apparel, and more. Known for its “no-makeup makeup” products and “clean girl” aesthetic, Glossier has built an empire on strong customer relations and community-centered marketing over the last 10 years. Its slogan, “You look good,” captures Glossier’s mission to make beauty simple and accessible to all.
The Rise of Glossier
From Unknown to Unstoppable
In 2010, Emily Weiss founded “Into the Gloss,” a beauty blog that aimed to address the disconnect between legacy brands and consumers. As an editorial assistant for Vogue, Weiss noticed that brands seemed more interested in telling women what they should buy than listening to what women wanted and needed from their products.
Through Into the Gloss, Weiss brought her readers valuable beauty tips, reviews, and recommendations. Her Instagram savvy and consumer insights earned her a significant following, and she began collaborating with major brands and celebrities, including model Karlie Kloss.
Following the massive success of Into the Gloss, Weiss debuted Glossier in 2014. The brand’s beginnings were humble; its initial launch included a lineup of only four products: a lip balm, a moisturizer, a skin tint, and a face mist. However, these items would become staples as Glossier quickly expanded its product line and consumer base.
The Creation of an Iconic Brand Image
Many beauty and fashion brands present an ultra-glamorous image that can seem unattainable to the average consumer. Glossier took the opposite approach—its marketing imagery contained natural makeup looks worn by everyday people, making it easy for customers to identify with the brand’s aesthetic. This, coupled with the fact that Glossier prioritized collaborations with micro-influencers rather than world-famous celebrities, demonstrated to consumers that the brand understood their needs and actively listened to their input, unlike other mainstream brands at the time.
From the inception of Into the Gloss, Weiss aimed to create a brand image that fostered a dialogue between the company and its consumers. Not only did this open flow of communication establish customer loyalty but it also made market research as simple as posing a question to Glossier’s millions of Instagram followers. When the beauty brand faced criticism for a lack of inclusivity in its shade ranges and unsustainable packaging, Glossier used its strong rapport with its followers to resolve these issues and instill trust in the brand.
Glossier’s approachable brand image is only a part of what catapulted it into cult status and made it a formidable contender in the beauty space. Let’s explore the other factors responsible for the company’s rise to fame.
Glossier’s Genius Marketing Tactics
- A Consistent and Clean Brand Aesthetic
Glossier’s aesthetic can be described as minimalist and clean—an image consistent throughout its website design, Instagram posts, and product packaging. The signature baby pink color featured on the bubble wrap pouches all online orders arrive in has become so synonymous with the brand that many have dubbed it “Glossier pink.” The simplicity of this brand aesthetic makes it easily identifiable to consumers, boosting Glossier’s brand awareness naturally.
- Excellent Customer Service
Dealing with customer service is seen as a miserable, often futile process by many consumers, but this is not the case with Glossier. Its dedicated customer service team responds quickly and empathetically to all customer concerns, helping resolve issues without hassle. This superb customer support is part of what turns consumers into brand ambassadors who organically promote Glossier’s marketing campaigns.
- Down-to-Earth Marketing Strategy
Glossier’s social media presence is characterized by relatable, candid content. Glossier doesn't just reshare posts from well-known influencers and celebrities, they also reshare posts from regular users. This strategy showcases how normal people like you and me incorporate Glossier products into their daily beauty routines, taking full advantage of the peer-to-peer referral marketing model.
Digital Marketing Takeaways from Glossier
- Nail your branding.
Branding is the central pillar of any strong business. The language and imagery you use to represent your business should be instantly recognizable, aesthetically pleasing, and consistent with your brand’s purpose. Glossier’s slogan and minimalist brand aesthetics, for instance, help convey its message that beauty should be simple and attainable for everyone. Plus, the attractive design of its packaging makes its products all the more Instagrammable!
- Focus on refining the user experience.
Many factors contribute to user experience: having an easy-to-navigate website, providing top-tier customer service, delivering quality products, and so on. On the website front, Glossier accomplishes this by featuring how-to videos for each product, displaying product reviews and ingredient lists, and offering a skincare quiz to help consumers determine which products are the best fit for their unique needs. When you give customers a positive user experience with your brand, they’re more likely to become return buyers and recommend your products to others.
- Try collaborating with micro-influencers.
Many brands utilize influencer marketing to promote their products, but Glossier was one of the first brands to demonstrate the value of micro-influencer marketing. Partnering with smaller influencers and bloggers helps cultivate an authentic brand image. It also makes advertisements feel less forced and more engaging. For example, Glossier’s ads often take the form of get-ready-with-me (GRWM) videos, try-ons, and other forms of lifestyle content known to attract viewers.
Across all industries, digital marketing is essential for any successful business. Digital marketing establishes a strong relationship with your target audience and increases your brand’s awareness, allowing your company to reach a wider audience. To grow your business, start by evaluating your current digital marketing strategy to determine what’s working and what still needs improvement.
If your team needs assistance navigating digital marketing, let's create a brilliant strategy together. Contact us today, and watch your business grow tomorrow!
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Other Sources:
Clean Girl Aesthetic, TikTok Makeup Trend How To
How Glossier became a cult beauty brand
How Glossier Cultivated A Cult Following
Report: Glossier Business Breakdown & Founding Story
The Rise, Fall, and Revival of Glossier: A Beauty Brand's Journey
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