Welcome to the Glossier Cult

June 18, 2018

I can’t get enough Glossier (gloss-ee-yay). The women who launched it in 2014, after successfully running the e-commerce site intothegloss.com, are experts on all things makeup and skincare. Millennials trust and adore these women, which you can see in their revenue, which is up 600 percent year over year. This brand could release the most bizarre product and I would buy it on launch day. How do they do it? Here are a few marketing tactics that got me in the Glossier cult.

Influencer Strategy
Glossier tends to only partner with micro-influencers, real people who have a smaller following but a higher engagement rate. It also has Glossier reps who are normal humans. Anyone can message them and ask for advice on products with zero pressure.

Packaging
Their brand, packaging and even shippers are created basically for Instagram. Everything is minimal, classic, millennial pink and cute. It’s consistent and cannot be missed, which is part of the cult following. You can spot a Glossier pouch or sticker from a mile away.

 

Price Point
The 24 products in its line-up ranges from $12 to $35. That’s cheap in the world of beauty and makes you feel like you don’t have to choose between face wash or dinner. If you hate that $18 lipstick (you won’t), it won’t crush your budget. It makes me feel more adventurous to try items/shades I normally wouldn’t try and less guilty when I pass something off to a friend because it didn’t work for me.

Experiential
Glossier started hosting pop-up showrooms across the room. Some were classic branded showrooms, some were for new product launches. The company even did a pop-up café takeover in San Francisco. These pop-ups were majorly successful for the digital brand. People traveled far for face masks and an Instagrammable moment. The hype around these pop-ups has led to Glossier opening retail stores in NYC and LA.

Now let’s get to the real point of this article, my top three Glossier products. In no particular order:

  • Milky Jelly Cleanser. I use this every day. It’s a great, gentle and effective cleanser that can even take off all your makeup. Men, you can use this too. You can use any of these products!
  • Boy Brow. THIS CHANGED MY LIFE. It’s so effortless and makes you have flawless brows. Just a swoop and you’re done!
  • Cloud Paint. Overall their makeup line is A+. They really nailed it with the concept of natural makeup, being that it enhances what you have but doesn’t cover your face to the point of looking like a walking filter. Cloud paint gives your cheeks a tint of color that is perfection.