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Glossier’s CFO Outlines The Reasons For The Brand’s Success

November 7, 2018: 12:00 AM EST
Henry Davis, Glossier’s president and CFO, highlighted five reasons for the beauty brand’s success. The 5Cs center on the brand’s consumers, its content, the conversations with consumers, the community it has created, and its success with co-creation. Davis says that Glossier has expanded its customer base beyond millennials and now has a much broader age following. He also said that content is the brand’s main growth driver, with a strong following for the “Into the Gloss” blog as well as a range of social media and video platforms. As a part of this effort, it encourages a two-way discussion with its customers, to find out what they think about the brand. Glossier focuses on the specific requirements of its customers, which the brand says amounts to co-creation. To improve the sense of brand community, Glossier has opened bricks-and-mortar locations: a new flagship store in the Soho district of New York City and a store in Los Angeles, as well as a number of popups. The company is now looking to build new “forums” for more conversations. [Image Credit: © Glossier Inc.]
Pamela N. Danziger, "5 Reasons That Glossier Is So Successful", Forbes.com, November 07, 2018, © Forbes Media LLC
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