From $12 Lip Balm To A $433B Community
When asked the question, “what brand is doing social media marketing right?” my mind immediately goes to Glossier — a skincare and makeup brand that is revolutionizing the beauty sphere. I’ve followed the brand on Instagram for quite some time, long before I ever purchased a product from them, in fact. Something about the allure of a curated, baby-pink feed and photo worthy product packaging that catches the millennial eye. To further understand the brand’s skyrocket to success, I did some casual research about their social media strategies and the concepts of the company, created and run by girlboss Emily Weiss.
If there’s one thing Glossier does well, it is distancing itself from other beauty brands entirely. Nowadays, of course, there are many minimalist labels that attempt to emulate the unique, trademark style of Glossier’s low-key bottles and even lower price tags — but none can compare to the pioneers of the natural beauty wave. At the time it was conceived, founder Emily Weiss established that no matter what, Glossier would always be focused on the modern customer. The simplistic logo in the shade now deemed “Glossier Pink” speaks for itself in terms of the brand’s strong feminine base. It celebrates all skin tones and types, all sizes, and often uses unconventional models in it’s social media campaigns. These are all clear cut ways to attract a new wave of consumer; one that shops for realistic and easy-to-use products that won’t break the bank and will make them feel beautiful in their own skin. This is a much more approachable concept than the campaigns of the likes of Chanel Beauty or MAC Cosmetics, whom often promote products with thousand dollar photoshoots and airbrushed models. Glossier’s inclusive ideologies and relatability are what put it a step ahead of all the most popular cosmetics brands.
Another category in which Glossier invented a revolutionary approach is in the realm of product design (and display). Weiss states in several interviews that she wanted the packaging to be “instagrammable”, the perfect tactic for generating a buzz over e-commerce brands. The products are mainly white or baby pink and attract the modern woman in the most subtly feminine and fundamental way. By focusing on making the outer shell of the cosmetics symbolic in their own way, the brand becomes infinitely more marketable among social media users — it’s a product everybody wants to show off on their grid and atop their bathroom shelf.
Within the realm of Glossier’s worldwide hype lies their strategy for the peak of low-effort, low-cost social media marketing. The most integral part of this strategy is user-generated content. As I previously mentioned, their use of aesthetically pleasing package design paired with affordable high quality formulas creates the perfect blend for the ultimate “coveted product”. Every customer who receives their Glossier in the mail instantly wants to snap a photo from the minute the parcel arrives at their doorstep to long after the lip balm tube is warped with use. The ever-growing use of hashtags such as #shelfie, #selfcare, #glow, #glossier, #routine, etc., demand a photo from every trendy instagrammer sharing that they too use the market’s top moisturizer. They ship each order in a signature pink bubble wrap envelope and add a sheet of fun stickers, encouraging customers to re-use the package materials and adorn their phone cases and notebooks with Glossier-themed decor. In turn, Glossier’s own social media accounts can repost and share these images as promotional content. This saves time, money, and has the added bonus of showing off their mega-loyal customer base.
Lastly, their brand’s success is nothing if not for highly reputable customer relations. Glossier’s engagement rates are extremely high, and they have off-the-charts interaction with their followers. It’s been proven that by liking, returning comments, and following back is directly correlated to repeat purchases or first-time buys: “Forbes found that 62% of millennials stated that if a brand engages with them on a personal level through social media, they’re more likely to show loyalty to that brand”. Glossier has a reputation of friendliness, relatability, positivity, and above all, being accommodating of their customers. They often reach out and ask for suggestions regarding product improvements and development of ways to make the customers life a little easier. If you were to email or direct message them, a reply will come your way within a matter of hours. By utilizing the communicative powers of social media, this multi-billion dollar corporation is able to make you feel like their favourite customer and number one priority.
Personally, I don’t think there are ways in which Glossier could be “doing better” in terms of digital marketing. They recently experimented with physical marketing by putting up several billboards in the NYC area, and it seems that it circled right back to social media — their customers were posting on Snapchat, Instagram, and Twitter to share with @Glossier that they had seen their advertisements. They’ve simply mastered the art of growing business in the peak of the social networking craze.
For a minute, let’s compare Glossier’s social media marketing structure to a few other big names in the world of cosmetics. Brands like Estee Lauder, MAC, and L’Oreal are losing their footing with the millennial customer base. Factors like inclusivity in advertising and, quite literally, photo-worthy packaging are becoming more and more important. Other factors that these older brands don’t consider as heavily are hurting them too; things like animal testing, participation in upcoming trends, and sustainable manufacturing practices. Glossier has been described as “the millennial Estee Lauder”. “In interviews, Glossier teams have always emphasized the personal, accessible aspect of their content and products. They are not the first to start a brand geared towards “real” women, but they have been one of the first to do so successfully because it feels like them, and their customers, are real women. Their interviews are chatty and candid, they crowdsource ideas for products, and they feature a diverse range of models” (Forbes). All of these key factors allow Glossier to be known internationally as one of the best success stories of a minimalistic, chic beauty brand that all started with a blog (and ended with one too) (it’s called https://intothegloss.com/ by the way).
From $12 Lip Balm To A $433B Community
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