Glossier, let’s be friends.
Instagram nowadays, either makes or breaks a brand. A brand specifically that penetrates social media barriers on Instagram is Glossier (gloss-ee-ay). Glossier is a brand that “lays the foundation for a beauty movement that celebrates real girls, in real life”. Glossier has created a new way of thinking about beauty products, and buying them, all while defining a generation. Glossier believes that beauty should not only be personal, but easy, fun, and imperfect. Glossier was created in 2010 as a beauty blog by the name — IntoTheGloss.com.
Glossier finds success in their Instagram marketing by being the beauty brand that wants to be friends with you. They are a real brand, run by real people, rethinking the beauty industry and having a great time doing it. Glossier is able to connect with women and young girls on a level no other beauty company does, by simply being a friendly figure. Glossier also has a signature washed out pink theme that has become so iconic that fans use the hashtag “#glossierpink”, when they see the colour in any setting, or at any time. Glossier has also used a popular figure to their advantage, Victoria Secret model, Karlie Kloss. Kloss has sported various photos with Glossier products, as well as a Glossier sweatshirt selfie, gaining more than 27,000 likes for the brand.
Glossier definitely has a certain chic and clean vibe or theme around their Instagram, but they also live it in their office. Basically, it looks like their Instagram account has come to life. They have white walls, covered in mood boards, surrounded by pastels. In this company setting, the employees double as model’s for the Instagram account. The company also does FaceTime, Instagram Live, YouTube and Facebook video tutorials on a segment called “Get Ready With Me”, where a Glossier employee walks the viewers of the tutorial through their morning routine. By doing so, Glossier is able to fulfill their want of being friends with their customers and being real people, behind a real company.
Another way that Glossier stays on top is regarding their brand identity. From the beginning they have been very particular about creating and maintaining a unified look and feel for all products, messages and social media marketing. They have also completely been born on the web. Starting as a blog, and e-store, and then freestanding stores. They are a socially driven brand defined by community. As they operate solely through social channels, they are able to get immediate results. They know the customer, what they purchased, and how she went about her journey.
One last way Glossier is able to stay on top of their game, is by opening themselves up in the form of a “slack channel”. It is a channel where top customers in NYC exchange up to 5000 messages where they talk about their favourite new beauty products. By Glossier opening up to readers, consumers and writers, they have been able to approach their beauty brand in a unique and quite organic way.
I dont know about you, but Glossier has become one of my bestfriends in the beauty world. As a consumer myself of the brand, I cant help but fall for the smart marketing, beautiful packaging, and that darn beautiful pastel pink colour.
