May 13, 2020

Glossier: A Thoroughly Modern Beauty Brand

Most companies have been on a journey of digital transformation over recent years, taking their bricks and mortar offering and adapting it to new available technologies and consumer behaviours. But amidst this huge shift to online, a whole new breed of brand has emerged. Beauty brand Glossier is leading this charge of disruptors, with its uniquely customer-centric approach and innovative digital marketing tactics.

In just four years, this direct-to-consumer make-up business went from launching four simple products on a basic ecommerce site in 2014 to surpassing $100 million in revenue in 2018, acquiring a million new customers that year and employing 200 staff. In 2019 they raised a further $100 million investment at a company valuation of $1.2 billion.

Their success is credited to a five-pillar digital marketing strategy - Consumers, Content, Conversations, Co-Creation and Community. Whilst much of this activity centres around social media channels, we’ll see that it goes deep into the heart of the business and the way it operates. The great to lesson to be learned from Glossier is that success doesn’t come from a pretty Instagram account. It’s based on who you are and how you work with your customers to enrich their lives.

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Will Francis
Will Francis

Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.

Connect with him on Twitter or LinkedIn.

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