The brand that shook the beauty world.
Glossier is one of those brands that makes you stop and think, wow, they really know what they’re doing. Glossier is a coming of age beauty brand that celebrates natural beauty and customer relationships. Glossier was founded in 2010 by Emily Weiss, author of the blog, Into the Gloss. Emily Weiss was working as a stylist at Vogue and running her beauty blog, on the side as a place to interview fashion and beauty moguls about their “top shelf” favorite makeup products. Glossier came shortly after and the rest is history. Glossier first released Milky Jelly Cleanser, which has everything a millennial wants in a face wash, gentle yet powerful against makeup, all without the chemicals that made you look a little closer at the ingredients list. With an extensive knowledge backed by some of the top it-girls in New York and a genuine understanding of social media and customer marketing, Glossier quickly made its way to becoming one of the most influential beauty brands of our time. With a mass and loyal cult following and a now extensive line of affordable products ranging from lip balms to body wash to liquid blush, Glossier has definitely made its mark.
I am happy to announce that I am a proud follower of the Glossier cult and don’t plan on stopping any time soon. The first thing I bought from them was the stretch concealer and I now own nineteen different Glossier products, and still want more every day (sorry bank account). I was first drawn to their perfectly curated Instagram account. They have adopted the color millennial pink which should just be renamed as Glossier pink by now and post gorgeous up close and personal images of everyday models with a gentle wash of color here and there. This is a brand that listens to every single thing their customers comment on and ask for, which is one of the reasons why they are so successful today. They are driven by who follows them and delivers effectively. They also re-post a lot of what they are tagged in, which only encourages their audience to post more in order to be noticed and spread their love of this user friendly beauty product. Not to mention their actual website, okay wow. Every single beauty website should be modeled after Glossier.com, no questions asked, they cracked the code. Sometimes I just look at the website for fun, not to shop, just to purely satisfy the eye. Each product online shows images that are up close so it is easy for the shopper to see how the makeup interacts with the skin. Along with showing the product on multiple skin tones with a video to follow. Next, they line up their ingredients under the images clearly labeled, backed by a sea of positive reviews. By the time the shopper gets this product in the mail, I can confidently attest for not only myself, but for everyone, that you are a bit starstruck opening your first Glossier package.
Finally in 2018, a Glossier store opened its doors on Melrose Place. Emily Weiss casually created this gorgeous display of Glossier products with a personalized user experience, and oh, with its own canyon in the back room. When you walk in you are transported into a desert scene during sunset, it doesn’t get better than that. The store is set up as a showroom. There are only testers out, lots of mirrors, some modeled as rearview mirrors from a vintage car (hello sunset drive vibes!) and inviting retail workers ready to help. Once you pick out your item, one of the girls will grab it from the back and hand it to you in a tote bag with your name on it. Shoppers leave feeling like they are apart of the brand and with little to no buyers remorse.
Glossier is a big part of my life now. It inspires me in my marketing career and shows just how far good marketing can take you and how important it is to listen to your audience. I use their products everyday and it makes me excited for my beauty routines. I am not a fan of heavy makeup, but I still love dressing up my face and Glossier introduced the happy medium between staying natural and having fun with your features. I also feel apart of a community by being a shopper at Glossier. Real friendships have been created by this brand, for example, if you see someone using one of their iconic pink pouches then you automatically have something in common.
As Glossier moves foward, I think the brand should continue to stay true to itself and its values. I am grateful that this brand exists and that Into the Gloss exists as it inspires me on my own blogging and marketing journey. I have learned a lot by watching them grow about what makes a good brand and how important customer loyalty is.
Now excuse me as I reapply some rose balm-dot-com and wait for the next life changing product to drop.
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