Four Key Takeaways from Glossier’s Product Launch Strategy
As a digital strategist, I’m always interested in seeing how brands handle new product launches. Last week, I saw that Glossier was releasing a new serum trio, dubbed “The Supers,” and decided to follow along and take note of their roll out plan.
If you don’t know Glossier, they are a digital-first NYC skincare startup birthed from the successful beauty and lifestyle blog IntoTheGloss.com. What is unique about Glossier is that they heavily involve their fans in the product development process. So much so, that their Milky Jelly Cleanser was crowdsourced, and fans received periodic updates on the cleanser’s production from Glossier’s founder and CEO, Emily Weiss.
The Product
The Supers are a trio of facial serums that cater to specific skincare needs. The brand refers to the serums as “supplements for your face” and are priced at $28 a bottle or $65 for the “Super Pack” of all three. In comparison, serums by brands like Caudalie, Fresh, and even Clinique are going to range from $45–$80 a bottle. So $65 for a three pack of serums is a great alternative to more expensive products that claim to offer the same results.
