YouTube is used sparsely, their last video was uploaded on May 31st, 2018. The 19 Best Trendy Instagram Boutiques Right Now, [Tiny Hacks] How to Use Product Descriptions to Boost E-Commerce Conversions, 7 Brilliant Instagram Lead-Generation Strategies for eCommerce, Jumper’s Top 26 Instagram Entrepreneurs Are Diverse and Wonderful, Glossier is the Millenials’ Estée Lauder –, Glossier is one of the Most Innovative Companies in the world –, Glossier is a beauty line with a cult following –. While Glossier is a leading brand in direct-to-consumer beauty products, there are many threats that the brand faces. Featuring these high profile women and rising It-girls, The Top Shelf column made women at home feel as if they were swapping beauty tips with their friends—albeit, friends with access to La Mer eye cream. If you continue browsing the site, you agree to the use of cookies on this website. The beauty industry is always changing as it follows trends dictated by the public, and influence is primarily coming from online. In this paper, I will conduct a close analysis of two images from 1 Glossier’s philosophy is centered upon effortless, natural beauty; independent,ambitious career women; and a propagation of pleasing aesthetics,which can be seen by their Instagram posts featuring works of fledgling artists, clean architecture, and luxurious high fashion. This marketing plan aims to help Glossier settle key issues hindering the growth of the company. Glossier is disrupting the beauty industry.. It’s no secret that the minimalist chic beauty brand Glossier has been blowing up lately. Glossier has a presence on Pinterest, Facebook, Twitter, YouTube, and most notably, Instagram. Unofficial brand ambassadors include Karlie Kloss, who posted a photo wearing Glossier merchandise that got 27,000 likes, and Sofia Coppola, whose films serve as inspiration for the brand. Branding also extends to the look of the women who use the product. It stemmed from Emily Weiss’ blog called INTO THE GLOSS where women discussed their favorite beauty products and their daily beauty routines. Both brands succeed at maintaining their narrative and image via consistent names/logo/packaging and overall branding. Direct-to-consumer beauty brand Glossier boasts a highly devoted customer following. And it’s true. Another strength of Glossier’s includes their customer service on social, their representatives are quick to respond to complaints and questions a customer may have. You can change your ad preferences anytime. The sites are of a similar layout, but offer different languages and feature faces that ethnically reflect those regions. 12.02.16 For one, it’s pretty. If you wish to opt out, please close your SlideShare account. You can see this reflected in the brand’s use of its signature washed-out pink, dubbed Glossier pink. Learn more. Weiss launched Glossier as a response to the feedback she was receiving on her blog. In this post, we’ll show you EXACTLY how Glossier grew from an insightful beauty blog to a content-first company that’s rewriting the brand building playbook for the Twenty-Teens. It’s also vital to create branded hashtags to differentiate your content from the pack. Although they have a high like count on Facebook, the interaction with the content is at the lowest, with most posts getting around 10-20 likes. Many users like tagging #glossier because the products look very Instagrammable. It’s about fun and freedom and being OK with yourself today. And she means it. This field is for validation purposes and should be left unchanged. What Glossier can teach us, in this case, is the importance of a hashtag strategy. Change ), You are commenting using your Google account. Brand Response: Given this air of sophistication, customers make positive judgments about the brand’s identity as a high-end brand, based off of word of mouth and the high profile celebrity endorsements they have. The biggest strength of Glossier’s social media presence is their strong brand identity, from their color palette to the user generated images that they share on their Instagram, it is clear that they are using Glossier products. 3 Minutes. She helps businesses…, This is a guest post by Aljaz Fajmut.