“Touch your customer, and you’re halfway there.”
– Estee Lauder
Excuse the dive into marketing, ducklings, but since that’s what I do for my actual job, I couldn’t do a post about this fun summer event without talking about some of the technical aspects of the company behind it.
You’ve heard me mention Glossier a few times around these parts and and probably also stumbled across it out in the real world too. It’s a beauty brand that launched in 2010 and proceeded to casually take the editorial and online beauty world by storm. From their initial launch, they’ve rolled out product after product and are apparently expanding their line to include more “lifestyle” aspects to beauty in the future; their next product is going to be a candle, for example.
Glossier is launching in the UK later this year and I cannot wait to finally (hopefully) be able to have regular access to the items of their line that I genuinely adore. A few weeks ago I actually got to go to a pop up shop event they threw in Marylebone which was an opportunity for UK beauty nerds to meet some of the team, and test products that they may have not been able to try before. For a company that doesn’t even ship to the UK yet, it was amazing to see how many people (my humble self included) showed up just to celebrate the brand, for lack of a better term.
Which is extraordinary when you think about it. There was nothing to buy, we just wanted to say hi to team members that (due to Glossier’s social media presence) it feels like their customers know personally, or enjoy a beautifully curated space.
Because Glossier, excuse my fangirling, is genius at what they do.
I mention the brand and the products separately because while inexorably intertwined, they are different things. Where Glossier has set the bar in marketing has been in the solid curation and dissemination of its brand: its visuals, the people it has chosen to make its promoters, and its products all go hand in hand. It’s no mean feat to make something that must at some level be very well and intelligently controlled look and feel effortless.
From a marketing perspective, I routine point to them as one of the most interesting examples of brand and marketing work I’ve seen in years and I honestly would give my right arm to work with them at some point. It’s probably the most out of reach freelance goal a girl could have, but true nonetheless. Entrepreneur even featured founder Emily Weiss recently, with some of the numbers around the brand’s rise to success. They are damn impressive.
It doesn’t hurt that most of the products are pretty great and priced so as not to break the bank. I think they’ve had a few missteps, but they seem to be in the spirit of experimentation so I’m often eager to try products even if feel like a bit of a needle scratch. For instance, I’m really keen to try their new Wowder, but I also feel like it’s a bit of a strange choice for a brand who built their look and core product offerings around the “dewy” skin look. However, I expect that they created this powder…because their customers asked for it. So, in the end, probably smart move.
The whole of Glossier brand really is based on this conversational element–between the customers and the business, between individual customers themselves. Which makes sense for a company that grew out of a blog: Into the Gloss. ITG/Glossier routinely crowd sources feedback on what products their customers want them to develop, what elements of those products would be important to them, and how customers would use them. They have one of the best and most thriving comment sections on the internet (delightfully BS and troll free), and a friendly but authoritative editorial voice.
Guests to the pop up went away with a goody bag of full sized products to tide us over until shipping commences later in the year–a nice change from sample size bits and bobs that many brands hand out for promotions. Another smart move, in my opinion. For actual beauty bloggers and editors, there was an event with Weiss herself and the Beauty Director of Glamour UK on another day (the video interview is quite fun, if you’re interested in all things skincare).
This is a brand I’m not just going to continue to buy, but I’m also going to continue to watch. I believe strongly in the power of branding and am fascinated by organizations, creators, and producers who do it well. Glossier is up there.