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TABLE OF CONTEN
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THE IDEA 07 THE BRAND 08 TARGET MARKET 12 THE VISUals 14 NEW INITIATIVE 28
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“When you listen to everyone, you’ll find they all have something valuable to say.”
- FOUNDER & CEO / Emily Weiss
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MISSION STATEMENT
We’re laying the foundation for a beauty movement that celebrates real girls, in real life. G about (and shopping for) beauty products. Because “beauty” should be fun, easy, im Above all, webelieve that you give life to products-products don’t breathe
12 - $35 ice Range
34 Mil.
THE IDEA 65% Conversion Rate
18-35
raised in ure Capital Funding
Age Range of Target Market
70% Sales from er-to-Peer Referrals
600% Growth Track for 2016
Glossier is a new way of thinking mperfect, and personal. e life into you.
“It all began back in 2010 on Into The Gloss . com our super successful beauty blog with a loyal, influetial reader ship—and editors with a sixth-sense for what’s relevant (and what works). We try every product under the sun, interview our icons, and peek inside hundreds of fancy medicine cabinets for our Top Shelf series. You could say that Glossier is distilled from years of recommendations from the coolest girls on the planet.”
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THE BRAND has disrupted the beauty market by creating some of the most forward-thinking skincare & makeup products on the market. Created by beauty editors & run by a team of female dominated creatives, they have become leaders in the luxury beauty market at a cult status As an idie brand, they focus on empowering women and have strong marketing targeting millenial & Z-Gen while highlighting natural beauty. They showcase this by keeping to a strick color pallet of black, white, & millennial pink All of their products are treatment oriented, with the health of the skin always at the forefront of mind. They use hypoallergenic ingredients and minimlal color within their products to make sure that each product delivers true benefits and doesn’t hide the true beauty of its wearer. Skin first, Makeup second. Produced in the USA, everything they make is formulated for all skin types, hypoallergenic, dermatologist tested, long-lasting, paraben free, fragrance free, cruelty free & non-comedogenic.
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LOW ACESSIBILITY
“Start with the most important thing: perfectly primed skin. Glossier products are the not-so-basic skincare basics every girl needs in her routine. We think of our skincare like makeup, designing our products to working together to immediately bring out your best. Intense moisturization = instant gratification. Glowy, dewy skin is our thing.�
LOW PRICE
HIGH ACESSIBILITY
HIGH PRICE
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THE MOOD As a millenial & z-Gen focused brand, Glossier leans towards a strict color pallet of blush pinks, baby blues, creams & jet black. Their campaigns depict a soft, realistic & dewy look that they are known for. Their showrooms have walls covered in ethereal mood boards and are outfitted in dreamy pastels. “The line promises a barely there, lit-from-with in effect that plays up features instead of masking flaws.” They claim a cult following by marketing a “cool girl” vibe while staying down to earth and realistic with their beauty standards.
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TARGET MARKET
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ASHLEY LOVEJOY AGE: 18 OCCUPATION: Student & freelance Graphic Designer LOCATION: Los Angeles, California INCOME: $35 K EDUCATION: UCLA HOBBIES: In her free time, Ashley loves to hit the beach with friends on the weekends, try new & trending restauraunts with her boyfriend, and binge watch The Real Housewives episodes. FAVORITE SHOPS: Depop, Dollskill, URBN, Sephora
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VISUAL DESIGN
FRESH. DEWY. CLEAN. SIMPLE. NATURAL. YOUTHFUL.
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PACKAGING/BRANDING& As an indie makeup brand, Glossier has a few things that help set it apart from other comercial companies. It is known for its simple, clean & minimal packaging that draws inspiration from cosmetic brands in the 90’s. Everything they make is meant to be used quickly and with little to no fuss. Made for the girl on the go, but also the one who is just too lazy to spend a lot of time putting her face on in the morning. They have received cult status for their millenial pink pouches they package & ship all of their items in. These pouches are an iconic symbol of the brand, so much that they even sell a pack of 3 for $12 if you just want to be part of the cool girl club. Everything they produce is made in the USA and can be recycled after use. They dont stick to just one typeface when designing their sleep & simple packaging, & like to switch it up here and there depending on the specific product, keeping things fresh & innovative. 16
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ADVERTISING&
Regionally. Eye Catching. Minimal. Feminine. Transitional.
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SHOWROOM&
Their showroom experience is unique because its not laid out like a regular retail store. Shoppers & employees can freely walk around the store & try product on with no actual back stock product inventory on the floor. When a shopper knows what they want, they alert the sales associate who will write out their order on a ticket they then use to go up to the register to buy with said order form. The register associate then fills the order based on the pink slip & the customer is on their way after payment. This method keeps sales floors clean & clear of clutter & creates a nice flow & order within the showroom.
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& With every purchase of Glossier in-store & online, shoppers receive their infamous pink bubble wrap pouch. They also get a sheet of doodle stickers that they can use to customize their product, and a few free full sized GLOSSIER stickers & product samples. The company uses influencers to help push the brand. These bloggers & fans offer up to 25% off if you shop their specific products. This is a form of free advertising even though the influencers get a small percentage of sales with the traffic flow they bring in for Glossier.
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EXTRAS&
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WEB/MOBILE&
Their online and mobile website have a ease to navigation & minimal layout just like their packaging. Shoppers can buy from almost anywhere with Glossers international shipping. Their product assortment & mobile website is consistent across assortment, so shoppers will never not have their favorite beauty products in stock.
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SOCIAL MEDIA& 90k Youtube Subscribers
829k Instagram Followers
160k Facebook Likes
Glossier started as an online brand that came out of Emily Weiss’ blog Into The Gloss. They rely almost entirely on social media to market their brand so because of this they have accounts across almost every platform. They place campaigns on Facebook, Youtube, Snapchat, and most of all Instagram. As of 2016, around 70% of Glossier’s customer base came to them from word of mouth & peer-to-peer recommendations. This shows how strong their brand following is, people are buying into the trust of a friend & not just a marketing campaign.
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NEW INITIATIVE& For the past year it seems as though Glossier has been launching a new product almost every month, but it is with their latest launch that they seemed to take a different turn within their branding. In early November they opened up a new showroom in NYC & London to celebrate their new fragrance GLOSSIER YOU. This unique formula adapts to your own skins ph to develop a unique scent for every wearer. Within their new David Lynch inspired red showroom, they have a secret room where shoppers can have a sprits of perfume given by a hidden hand behind an enclosed door. The experience is unique & a bit eerie with its monochromatic color pallet & dimly lit walls.
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SOURCES https://medium.com/@emilydedwards/four-key-takeaways-from-glossiers-product-launch-strategy495d15faa454 https://segment.com/blog/introducing-cross-domain-analytics-unify-customer-profiles-across-your-brands/ https://www.linkedin.com/pulse/glossier-democratising-beauty-chris-garratt/ https://www.linkedin.com/pulse/aarrr-startup-metrics-applied-my-user-journey-glossier-bobbert/ http://www.maxkaplun.com/work/glossier/ https://www.l2inc.com/daily-insights/glossiers-instagram-partnership-shows-the-future-of-beauty-shopping https://www.entrepreneur.com/article/298014 https://digiday.com/marketing/glossier-uses-data-make-content-commerce-work/ https://www.buzzfeed.com/nitashatiku/inside-glossier-the-beauty-startup-that-just-happens-to-sell?utm_ term=.ufaP7lNKQ#.cdJAbd586
Made by Shelby Moore for Daniel Green’s FASM 440 class in the Fall of 2017.
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Bye, !