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Glossier Thriving In The Direct-To-Consumer Channel

August 16, 2018: 12:00 AM EST
Glossier is one of the standout beauty brands currently on the market, and it’s only four years old. The brand has succeeded by leveraging some of the industry’s key consumer drivers. Rather than use celebrity brand ambassadors, Glossier relies on the sharing trend to drive sales by peer-to-peer relationships, asking beauty role models and influencers to contribute to the “Into The Gloss” blog and to reply to consumers sharing experiences through social media. The brand is also adopting the direct-to-consumer sales model, enabling it to create strong and direct relationships with its consumers, including inviting consumer input to innovation. The brand targets the millennial consumner by initiating and sustaining digital conversations with younger buyers. Instead of advertising, it relies on social buzz. [Image Credit: © Glossier]
Tiffany Tseng , "Glossier, Glossier, Glossiest", IFA Paris Fashion Blog, August 16, 2018, © MBA Global Fashion Media students
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