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Glossier Does Marketing Its Way

November 29, 2018: 12:00 AM EST
Glossier, the direct-to-consumer beauty brand, continues to grow its following, with increased traffic through its stores and generating some 1.6 million Instagram devotees. Rather than relying on huge ad spending, Glossier has been able to reach its followers on a more personal level, building a feeling of co-creation with the customer. The company’s head of marketing, Ali Weiss, says the brand always puts the customer first, and has built its product and marketing model from the bottom up, through testing and learning, with the customer’s voice as the guide to its holistic approach that integrates product development within marketing. Glossier tracks where the sales originate, such as in-store or on social media, and then try to find out why. Weiss said that the new flagship stores in Los Angeles and New York are less about being a sales channel and more about “putting down roots” and creating an experience, as well as encouraging conversation and trial.[Image Credit: © Glossier Inc.]
Veronika Sonsev, "Why Glossier Takes Marketing Risks To Delight Their Customer", Forbes, November 29, 2018, © Forbes Media LLC
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