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If you live in the LA area, you’ll have probably come across billboards plastered all over LA with women of all sizes and ethnicities promoting Glossier’s new product, their Body Hero body wash.
Photo credit: Glossier Instagram
Let’s start with a quick overview of the brand.
What is Glossier?
Glossier is an online beauty brand born in 2014, founded by Emily Weiss (that conscientious intern from The Hills, how could I forget her?) Known for their minimalist skincare products and makeup, the brand has devoted a cult following on social media, breaking new ground in the makeup space. Glossier first started out as a beauty blog, Intothegloss, where beauty mavens could get a peeling back the curtain into celebrities’ skincare and makeup routines.
Their street marketing and online advertising are spot on. Their Youtube videos feature every day ordinary women and super laid-back models taking you through their morning daily skincare routine in the comfort of their homes. I found myself watching these videos incessantly and I know from the comments I’m not the only one. Not only do these videos have a relaxing and calming vibe, but the women featured on the videos don’t oversell the brand or ram it down our throats. They combine a few products from Glossier with other drugstore and high-end brands. With this being said, Glossier touts relatability to every day girls in their 20’s. Their products are very distinctive yet inexpensive, which is essential for attracting customers.
This video seriously makes me want to have a spacious bathroom and purchase outrageously expensive skincare products.
Glossier’s Instagram feed is super engaging and aesthetically pleasing. I love the neat and minimalist photos with the brand’s signature pink pastel.
These appealing and enticing photos are a sure-fire way to attract new customers. For some reason, the photos have a weird hypnosis effect on me. I could gaze at their Instagram feed and website for hours on end.
From a PR and advertising standpoint, Glossier’s brand strategy is very streamlined. They truly succeed at creating an emotional connection with customers. On some of the Youtube comments, people from all over the world beg Glossier to ship internationally. Luckily, they recently launched their showroom in London, which was a complete success. With this being said, the brand has plans to keep expanding around the world.
Glossier went full-on British mode to celebrate the launch of their pop-up shop in London on October 9th.
Their advertising campaign leverages a broad range of marketing touch points to reach their audience. The one that stands out the most is that by building rapport with customers, Glossier inspires them to be advocates of the brand, acting as a spokesperson and brand ambassadors.
Each rep is given a link through which they get a commission every time their link is used for purchases. All the reps have to do is promote the brand because they truly genuinely love their products. No gimmicks or schemes. By doing this, Glossier taps once again into the emotional connection by making the customer feel like they’re part of something special, a tight-knit community if you will. Becoming a part of the brand in this way is a very special way to make the average Joe feel seen like a beauty blogger.
The brand’s success relies on the friendly-user experience and their loyal community of devotees. The brand celebrates diversity and everyone’s different traits, becoming a staple in every girl’s beauty routine. In conclusion, Glossier is a great example on how to successfully create a brand personality.
Here’s a roundup of every product I’ve ordered from Glossier. My next purchase will be the Glossier Boy brow, which, by looking at reviews and Youtube videos, it definitely lives up to the hype.
Face Sunscreen Invisible Shield
https://www.glossier.com/products/invisible-shield
I was really looking forward to trying this one out. I’ve been hard-pressed to find a good sunscreen that doesn’t leave a white chalky film on my face. I love the fact that it’s a gel with a bunch of ingredients that shield you from every day pollution and debris. The only downside is that this sunscreen is meant to be used only on the face. It’s not waterproof nor sweat resistant, so do not go to the gym with this sunscreen. Even on the tube, it says to put on another sunscreen if you’re going to sweat.
Balm Dotcom (Cherry flavor)
https://www.glossier.com/products/balm-dotcom
This lip balm has become a staple in my beauty routine. It smells exactly like fresh cherries. It’s a nice conditioner for your lips, perfect to apply over any lipstick. However, the packaging is a drawback for me as you have very little control of how much product you dispense.
Face Wash Milky Jelly Cleanser
https://www.glossier.com/products/milky-jelly-cleanser
This gel cleanser has a cream-like consistency. I love how you can take off your makeup instantly and put it on your eyes with no danger of stinging. I highly recommend this product especially for removing stubborn mascara. It’s a miracle worker and super hydrating. You can also apply the product with full makeup on, no need to rinse your face beforehand.
Glossier Super Pure Serum
If you have acne prone skin with breakouts, pimples and redness, I highly recommend this one. The emollient ingredients soothe the redness instantly, working against impurities and excess sebum that builds up in your pores, causing all those annoying breakouts.
The Super Pure serum comes in a pack of 3, alongside the Glow and the Bounce serum. Unfortunately, they were out of the Glow serum when I was placing my order on the website. However, if you’re on the fence and have to pick one out the three, go for the Super Pure. The function of the other two is to give your skin a glowing finish for those days when your face looks dull or tired, and you can easily achieve that with a face mist.
Here concludes my roundup of Glossier products!
Let me know if you knew about the brand. If so, have you tried any of their products? I would love to read your thoughts on Glossier.
