The marketing world is radically changing: indie brands have become more efficient than top brands in a very small amount of time.
Top brands have lost control of their message and as a consequence, are becoming less relevant than ever, compared to smaller brands.
Here’s a presentation on Glossier’s history and best practices:
CEO Emily Weiss spent some time looking for a beauty brand that engaged with its consumers beyond mass marketing. While conversing with readers a.k.a. daily beauty brand customers , Weiss noticed there was a lack of brands made for women like her and her blog readers in the industry.
In 2010, the blog www.intothegloss.com created a loyal following for Emily Weiss’ future brand with more than 1 million unique visitors per month.
The idea of creating the “Glossier” brand, distilled from years of recommendations from ‘the coolest girls on the planet’.
Having big ambitions, Weiss launched in 2014 the New-York-based skincare and makeup brand Glossier as an outgrowth of the site ‘Into the Gloss”. The move from Into the Gloss to Glossier was a “total evolution of the same mission, but with tactile content”.
The brand counts loyal beauty junkies and Into The Gloss fans: the brand gets inspired from comments on Into the Gloss and its growing community on Glossier. They have smart feedback that Glossier is puts to work in its products, from development to marketing.
