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Minimalist packaging, pastel colors, and a relatable social media presence makes Glossier an iconic brand when it comes to its marketing strategies. Up until mid-2022, the company solely relied on word-of-mouth advertising. The brand had no permanent brick-and-mortar locations – only occasional popups across the country, advertising exclusively through social platforms, influencers, and loyal customers. So, the question is, how did this company become a multibillion-dollar enterprise? Through a deep dive into the company’s marketing strategies, we can learn from their success and figure out how to make these tactics work for your own brand.
Utilize User-Generated Content
Glossier capitalizes on user-generated content (UGC) for its social media platforms. When you scroll through the brand’s TikTok and Instagram you will notice minimally staged product or modeling shots. There’s limited retouching, and the content is incredibly relatable. Instead of pumping money into a photo/editing budget, they use content that already exists from their customers – making it raw, real, and believable. Glossier was established in 2014 and has been using this strategy since the beginning. If you scroll to the depths of the brand’s Instagram, you can see that its posting style stays consistent over the years, which is a testament to the effectiveness of this strategy.
By asking your customers to share videos and pictures of themselves using your products and using client testimonials, you can implement this strategy into your marketing plan as well! This kind of content is highly relatable and can ultimately result in more traffic and engagement on your company platforms. It also aids in fostering relationships with your customers – and that is crucial to any successful marketing plan.
Listen to Your Customers
Glossier has its own blog called Into the Gloss where they share beauty recommendations, makeup tips, and all other things beauty, but they used it for something much different back in 2015. They decided to formulate a facial cleanser, and they wanted it to be as premium as possible, so they chose to ask their customers what they wanted from a quality cleanser. Glossier created a post explaining what they wanted to do and asked their customers what ideal features and results they needed. In turn, they compiled hundreds of comments and feedback that they turned over to chemists to create this “perfect formula.” As a result, this product is a cult classic and one of their best sellers, even years later.
As simple as it sounds, the best way you can learn what products your company should market is by asking consumers what THEY are looking for. Don’t just guess and check trends, ask your customer base what they are interested in purchasing. This will prevent them from going to competitors just because you don’t offer the product they need.
Be Consistent in Your Branding
Pink bubble wrap packaging, minimalist aesthetic, and pastel colors. Glossier picked a brand image and stuck to it. Brand consistency makes you easily identifiable, which can help build trust and loyalty within your following. If you are constantly changing your brand image, it will make your brand harder to recognize and could make customers question whether you are changing the quality of your products. Customers appreciate consistency in details like packaging, social media presence, fonts, and colors. This will in turn create consistency within your client base. When creating your company, or even if you are already established, you should ensure your branding is consistent across all areas of your business, from product packaging to business cards. That being said, it is important to check in with your branding and modernize when/where necessary, as long as it is done carefully and infrequently.
According to the Founder of Glossier, Emily Weiss, 80% of the company’s sales come from word of mouth, making them an incredible brand to look at when it comes to social media marketing strategies for your company. With a strong client base, care for consumers, brand identity, and relatable social media presence, there is much to learn from and apply for Glossier’s marketing techniques.
