If there is a brand that is in the spotlight and whose online discussions and reviews are increasing spontaneously day by day, that is Glossier. The beauty brand founded by Emily Weiss and started from her beauty blog Into The Gloss is a global success.
Recognizable immediately by its pink color, Glossier’s strategy is well defined and clear.
“Skin First Makeup Second”
is Glossier’s motto, positively disruptive in the beauty industry that usually tends to sell makeup products as something to improve yourself.
Glossier’s strengths:
- An excellent communication strategy, very informal and friendly
- A constant presence on Instagram
- Emily Weiss and Into the Gloss. It all started with Emily who in the evening, after her workday at Teen Vogue, wrote her blog Into The Gloss. The contents led to the construction of a loyal base of readers and, thanks to the dialogue established on the blog, Emily developed a brand able to satisfy the specific requests of her readers. She formulated products that were sure would sell because they corresponded precisely to the demands of her readers. Immediately after the launch, in fact, the products were sold out, and there was a waiting list of 10,000 customers.
- A strong identity due to the pink color
The truth is that if Glossier arrived where it is today, it’s because it was something entirely new compared to all the existing beauty and makeup brands. The uniqueness and a wholly new strategy took Glossier to the success, and have made it stand out from all the other brands for the millennials.
Although you must always keep in mind the strategies of those who have achieved success, what you need to do is observe them and try to incorporate them into your brand your way. Using pink also in your beauty brand is not a good idea because Glossier is so strong in this that immediately your product would be associated with it. Instead, think how Glossier used the color to create a strong identity. You can use such strategy, but make it yours. Change the color so that your brand is associated and recognized for that one. You have achieved success, and your brand has a strong identity when anyone can identify your products even without seeing the logo above. You would recognize a Glossier product even without seeing the name above, because of its strong identity and uniqueness of the packaging. Focus on this strategy for your brand.
Having a strong and consistent online presence both on social networks and on a blog is also an excellent strategy. Before launching your brand, start an Instagram account and a blog and create valuable content. Listen to your readers, build loyalty and develop products that they will inevitably buy, not only because you have created what they asked, but because with the content you put out there, they trust you to the point of wanting to buy your products. Also remember to create an outstanding packaging people cannot wait to share on their social channels, to generate buzz and take your brand to the next level.
A lip balm is a standard product sold by every single makeup brand, but you choose Glossier balm dotcom because you trust them and share their values. You have to create the same loyalty and desire for your brand.
So, if you want to launch the next Glossier, a revolutionary and instant recognizable brand then you do not have to emulate something that already exists, but be completely innovative.
This post was originally posted on March 21st 2018
