Similarly, the Into the Gloss Instagram account isn’t nearly as Glossier-centric as the dedicated account, but there are still some Glossier products dropped into posts every now and then. No amount of Glossier’s success can be talked about without giving due credit to its predecessor Into The Gloss (ITG) and it’s leader Emily Weiss. If you want to effectively communicate with your target audience, be one among them. Founded by Emily Weiss, Vogue’s ex-beauty editor, it started off as an e-commerce platform inspired by Emily’s blog, Into the Gloss. CBC can help you design and implement smart, integrated campaigns. It’s clear that Glossier pays close attention to individual post performance. They are, of course, very much on brand, utilizing Glossier’s signature soft pink coloring and sans-serifed font, instantly locking in the attention of any potential customers already aware of what Glossier has to offer. To help women achieve this goal, Glossier’s products revolve around a “no makeup” makeup look, where skincare is the top priority. the wrong word – alongside implies that the two aspects of marketing, digital But, she mixes those product plugs in with personal posts that allow followers to get to know her a little more intimately—including vacation photos and fresh-faced selfies. A post shared by Glossier (@glossier) on Jun 25, 2018 at 7:04am PDT. Glossier had a high response rate of 5.4% from 22K user mentions. User-generated content (UGC) allows Glossier to benefit from free advertising, no longer just selling, How Glossier Uses Influencer Marketing to Build a Cult Following, “At Glossier, something we’ve always stayed very true to, since pre-launch, day one, is that every single person is an influencer.” –, Glossier’s Spin on Experiential Marketing Brings New Life to Brick-and-Mortar, Younger audiences seek authenticity and memorable experiences, which is why we do what we do at CBC: integrated marketing campaigns that combine top-notch, Does your marketing strategy need a makeover? Of course, that doesn’t mean there isn’t any room for more staged and polished content, but make sure you’re mixing those in with posts that are more raw and relatable. And, since that time, Glossier has continued to keep Instagram top of mind whenever they launch a new product or make any sort of strategic business move. Beyoncé wears ___ in ___ (coming soon)✨, Boy Brow in Brown, Body Hero Daily Perfecting Cream, and Perfecting Skin Tint in Dark + Deep ✨ @sirjohnofficial, A post shared by Glossier (@glossier) on Jan 28, 2018 at 7:37pm PST. They also post about their pop-up shops and other promotional events. Glossier tapped into Instagram’s community of beauty enthusiasts and converted them into the brand’s ambassadors. Glossier branding is so compelling that it is used as a marketing tool to attract and capture attention. Sked is for everyone - but some of our features are designed for particular industries. If you’re looking to carve out hours in your social media workflow, sign up for Sked’s 7-day trial. Glossier has also often shirked the traditional influencer marketing model that so many brands rely on, instead choosing to engage with their devoted fans and followers. Glossier’s success is no secret sauce hidden away in vaults; it’s pillared on two things – social media and branding. But, it’s Instagram that’s the true star of the Glossier marketing strategy. Glossier releases products every six weeks or so. 66% of their Twitter content involves replies to customers and only 28% include proactive tweets from the brand. potential channels, achieving a diverse but harmonious strategy that really sunscreen, Kit 2 - shaving cream, after shave cream, and Glossier has been successful in marketing the idea that beauty and makeup are everyday things and hence should be affordable to everyone and easy to use. User-generated pictures and videos and even user conversations made it to Glossier’s social media pages. But, what makes Glossier’s hashtags particularly remarkable is the quality of content they’re able to attract. They tapped into the whitespace in the beauty industry and was built on the information and feedback collected from real people who cared about beauty and makeup. Glossier’s geniuses lies in its ability to capture and interpret consumer behaviour in digital space and to translate this behaviour to own a space in consumers mind. Glossier doesn’t just throw posts out there and hope they resonate—they use real data to figure out what’s working well with their following and then use that information to shape their strategy and repeat their success. EXECUTIVE SUMMARY 3 II. Discover Sked Social: the leading Instagram (and more!) For a Boston pop-up in the Seaport neighborhood, Glossier rented out all nine of the freestanding micro shops in the retail village, assigning each boutique to a different line of product, including an entire room dedicated to perfecting your brows. Glossier also shares the extensive coverage they get from media and other beauty magazines. “At Glossier, something we’ve always stayed very true to, since pre-launch, day one, is that every single person is an influencer.” – Emily Weiss, Founder and CEO. Good morning. Overall, all the posts types combined had over 138K interactions and an estimated reach of 14.3 M. This post got the highest engagement with 13.3K interactions. April 30, 2019 Posted by John Catalog. We think it’s safe to say that it’s working. Figure 1 Glossier use of digital marketing to align with its customers objectives, Figure 3 Glossier using a fan’s e-mail to announce products availability (Glossier’s Instagram account), Figure 4 Use of Instagram thinking to inspire product design and names (Glossier website), Figure 5 Glossier ad for its product ‘Cloud Paint’ inspired by Instagram’s tags (Glossier’s Instagram channel), Figure 6 Glossier stores are known to be “Insta-worthy” (Glossier.com). scheduling tool for over 10,000 visual-first agencies and brands. We studied Glossier’s online activity for Facebook, Twitter and Instagram for the period from January 01, 2018 to June 30, 2018 and here are our findings. It’s about fun and freedom and being OK with yourself today. Whether an influencer has 50 or 50K followers, their values and opinions are trusted within their social bubbles and communities. With compelling content, revealing interviews, and skilful photography, the blog grew into a community of men and women. Glossier has over 210K followers on Facebook, with the brand seeing an addition of 42K fans in the first half of 2018, a 25.2% growth in fans. Hence, the brand has a presence on all major social channels like Facebook, Instagram, Twitter, YouTube, Snapchat, Tumblr, Pinterest, and LinkedIn. Customers kept asking me for help because I was doing other people’s makeup Thank you @glossier for a beautiful day” @elle.henry, A post shared by Glossier (@glossier) on Jul 1, 2018 at 7:24am PDT.