Glossier was launched back in 2014 by founder and CEO Emily Weiss. Upon researching the products I learned that Weiss was the founder of a beauty blog called Into The Gloss back in 2010 before the launching of the influential brand, Glossier. Seeing that her brand grew from her previous beauty blog is truly inspiring.
Beyond this, Glossier has sparked since their first appearance. They are greatly known for their Balm Dotcom lip balm that has been around since their first launch back in 2014. They have since also produced products such as, Cloud Paint cheek color, Glossier You perfume, and Boy Brow grooming pomade.
I mainly wanted to look more into Glossier’s marketing tactics and social media because I am a fan of their work. They have perfectly curated towards the Clean Girl Aesthetic and have continued to capture the attention of many users. I am going to primarily focus on their Instagram for their social media because I feel as though that platform is where you see the most marketing tactics at work. They still use other platforms like TikTok, where they have 716.5k followers but still their focus is similar to what they post on Instagram.
For Instagram, they currently have 2.9 million followers and are sitting at 5,022 posts. I was looking into when their instagram was launched and learned from WSJ that Emily Weiss spent 10 months carefully crafting their posts before finally launching the account. Since their products were only being sold online (Their first retail store didn’t open until 2 years later in NYC) they needed to market heavily on social media. Since the first launch they have continued to market to what they believe their audience wants.
You can tell from the screenshots above that their products are being marketed in a clean, natural, and homey environment. They normally have two posts that are photos to one video ratio. The videos range from 10 seconds to 1 minute. They use real people/ influencers to market their products, showing the users how to use their makeup in an everyday setting. Their videos either use no music to have an ASMR sounding background or they’ll often use soft music.
Overall I think that brands like Glossier truly know their audience and have been able to influence them to adapt to their new products. They have influenced a lot of the trends that have come about throughout the years and they have continued to have a dedicated fanbase.