Balm Dotcom, Cloud Paint, and Stretch Concealer are just a few of the everyday Glossier essentials you’ll find in the hands of UNIS students and high schoolers across New York. The design, color, and packaging of these iconic products have become familiar accessories for teenagers. Yet, what sets these unassuming Glossier products apart from the vast sea of the same cosmetic options?
Glossier’s allure runs deeper than mere aesthetics. Beneath the brand’s minimalist packaging and Instagram-worthy charm lies a marketing strategy that exceeds conventional makeup promotion. A strategy that develops connections, nurtures a sense of community and empowers self-confidence. Whether you call it Glossi-ye or Glossier, let’s dive into the captivating phenomenon that has captured the hearts of so many individuals.
What is Community Marketing?
Glossier uses many approaches and marketing techniques to engage with audiences and generate profits, but their most unique and frequently discussed approach is their community marketing.
Community marketing is a strategy that involves connecting a brand with a specific audience, utilizing various channels to engage, exchange values, and build shared meaning with its members.
The multi-billion-dollar makeup and skincare company employs a multifaceted community marketing approach, using a range of channels, including targeted emails, engaging advertisements, captivating pop-up shops, and dynamic social media interactions, to reach out and connect with its consumers effectively. The brand goes beyond addressing skincare concerns; it assumes the role of a supportive friend, providing excellent products while celebrating the beauty of individuality. In an interview with Glossier fanatic 16-year-old, Ani Berd confessed, “Glossier makes me want to buy their products just because of their constant marketing. It makes their company feel personal somehow!”
This holistic approach has transformed Glossier from a cosmetics company into a movement centered on building connections and fostering authenticity.
The Blog that Started Glossier
Glossier’s success began with Into the Gloss, a beauty blog created by the company’s founder, Emily Wiess. The blog began in September of 2010, in which Weiss and the public could write about beauty, skincare, and makeup. It served as the creative spark that inspired the birth of Glossier, shaping the brand’s identity through collaborative and community inputs. When Glossier officially launched in 2014, it drew its initial customers from the blog, laying a strong foundation.
This blog not only established a strong online presence but also paved the way for direct relationships with customers. It introduced an innovative approach to brand promotion, allowing consumers to come together and share their product experiences in threads and discussions, reducing worries about product quality, and creating a sense of community. Moreover, the blog showcased the company’s product development, ingredients, and considerations, adding credibility and transparency to Glossier.
This unique business model simplified the consumer experience, emphasizing that the company’s success is about more than just selling products— but about building a relationship. To this day, the online blog allows customers to converse, share beauty tips, and discuss products, strengthening the bond between them and the brand.
Customer-Centric Product Development
Glossier’s customer-centric product development approach is a key driver of its success. The company actively seeks and incorporates feedback from its dedicated customers to ensure that its products align with their desires. Instead of solely prioritizing profits, Glossier places customer needs and desires at the core of its product development process.
In addition to this, Glossier personalized its platforms and media to cater to the visual and aesthetic preferences of its younger audience. In every Instagram post, email, or advertisement, the marketing team of Glossier incorporates the same shade of pale pink and their waving smiley face logo. The posts on social media feature diverse models, and product staples, and use the same analogous (similar) colors. Through careful choices in colors, formats, fonts, and the occasional use of emojis, Glossier creates a visually pleasing and inviting atmosphere that reinforces a sense of unity and friendship among its customers.
The Power of Social Media
Glossier harnesses the immense potential of social media to foster an authentic community. Platforms like Instagram act as dynamic hubs to showcase curated content, which is designed to appeal to feminine and aesthetics-loving audiences. Illustrating this power, the “glossier” hashtag stands out as a prime example. This hashtag serves as a collective canvas on social media, enabling users to actively participate by sharing their photos and experiences. It has evolved into a vibrant, user-driven gallery, emphasizing Glossier’s ability to empower and engage its diverse consumer base.
The brand also extends its reach through strategic collaborations with various influencers and public figures; such as the collaboration with teen pop sensation Olivia Rodrigo. In celebration of her debut album, SOUR and its distinctive purple cover, Glossier curated a limited-edition purple bundle, including their iconic pouch, Gen G lipstick, and an eyeshadow palette, all in purple shades for Rodrigo’s album. This was mainly marketed on social media such as Tik Tok and Instagram, in which Olivia herself would talk about the products, and do her routine while her music played in the background. This exclusive collaboration added an element of excitement within the community and showcased Glossier’s ability to resonate with its audience by aligning with pop culture trends and influential figures.
Merchandising
Glossier’s merchandising strategy is another vital component of its community marketing approach. Beyond being a simple label, Glossier’s brand name on merchandise, like its iconic pink hoodie or other logo products, symbolizes affiliation and empowerment. These items aren’t just about showcasing the brand— they serve to convince consumers that if they own branded accessories or clothing, they can show off to the world that they are proud to be a part of the Glossier fanbase.
In a world where the beauty industry often promises transformation but sometimes overlooks authenticity, Glossier shines as a beacon of genuine connection and community. Through a blend of digital engagement, influencer collaborations, and a commitment to customer feedback, Glossier has captured the hearts of the youth and set a standard for the beauty industry. From ‘Into the Gloss’ to its vibrant social media engagement and tailored emails, Glossier’s community-driven marketing is a shining example of authenticity. It serves as a reminder that, amidst changing beauty trends, the lasting impact of real connections and the celebration of individuality will always be in style.
The next time you reach for your Glossier essentials, remember that you’re not just applying Glossier makeup; you’re part of a community that values your unique beauty.
