Glossier is a groundbreaking beauty brand that is well-known for its online cult following, realistic advertising campaigns, and pink aesthetics. There is no other way to describe Glossier in the beauty industry than as a unicorn. In terms of engagement, the direct-to-consumer (D2C) strategy has risen to unprecedented heights. Customers of Glossier buy their products, take pictures of them using the product, and post them on social media.
Every aspect of Glossier’s brand https://www.glossier.com/collections/skincare?sort_by=manual content that can be shared, from pastel-coloured products to engaging stickers that come free with products. Thus, every product has a chance to increase social media engagement. Not only does one campaign of glossier have a user-generated content element but glossier focuses on having consumers as their models for the promotion of their product. Content is the queen for glossier! The diversity of representation demonstrates that there is no “ideal” customer for the brand. Glossier products are for everyone.
#MaskForce
Just like any other campaign, glossier came up with the #maskforce campaign in 2015. Glossier came up with a new clay-based putty called “Mega Green Galaxy pack”, designed to detoxify pores.
Soon after the launch of the product Instagram, was flooded with a chain of selfies with women’s faces covered in the face mask appearing: opaque, smooth, and slightly grittier than usual. there were selfies clicked inside the tub or even while sipping wine, and everyone used the hashtag #maskforce.
Glossier makes their consumers or the customers experience what it means to be the face of a brand. They make their customers a part of their brand story, rather than just liking or retweeting what their consumers post about them on any social media, they celebrate their customers. This makes the consumer happy and helps build an honest relationship with the brand.
What do consumers gain from posting their content? Recognition! How astounding it is to be featured on the social media page of one of the biggest brands in the world. As this brand focuses more on natural beauty and has launched campaigns which revolve around “realness”. This #mask up force was one of the most effective campaigns of glossier. The user-generated content (UGC) has been used effectively by Glossier to turn numerous brand supporters into micro-influencers who promote the company’s products online.
Glossier in their campaign #maskforce shared user-generated content (UGC) promoting the new face mask that followers actually used. The best creators of their products were invited to become brand ambassadors on Instagram. These creators get a particular promo code, which gives them a percentage of a sale every time someone uses their specific code.
Glossier also pays attention to its customers. To an extent that when”Glossier released Glitter Gellée, a wearable eye glitter, as part of its Glossier Play collection. The company received complaints about the non-biodegradable glitter in Glitter Gelée. As a result, Glossier has stopped selling the product and has promised to make more environmentally friendly business decisions in the future.
Finally, glossier is making money from every aspect of its marketing. The “Into the Gloss” blog, on Facebook (with 100,000 followers), Twitter (with close to 200,000 followers), YouTube (with 130,000 followers), Pinterest (with 1 million monthly visitors and 76,000 followers), and Instagram (with 1.5 million Glossier fans and cross-pollination with nearly 700,000 “Into the Gloss” Instagram followers) are all places where Glossier continues to post content. Customers of Glossier are extremely devoted to the brand and recommend it to friends and family looking for beauty products.
Not only this they made a net profit of $ 52 million capital infusion in 2016. This company was listed in Forbe’s “most successful brands in five years”. All these things have not only attracted people to buy their product but also spread it through word-of-mouth marketing.