Now that we’ve been saturated with social media, it’s easy to forget that not long ago, sharing beauty secrets was a no-no. I personally feel this is what still carries the brand today and what is their USP, by always listening and referring back to the consumer she is not only sticking to her brand identity but also producing products which have a guaranteed demand. SWOT Analysis Strengths Glossier has a strong and unique brand. Glossier also shares posts on social media from non-Influencers, so it creates much user generated content for the brand that raises awareness to people from all walks of life. EXPANDED SWOT ANALYSIS Below is a conducted SWOT analysis pointing out strengths, weakness, opportunities and threats the Glossier brand might face maintaining their disruptive business model in … If you haven’t heard about Glossier, the insider-favorite makeup brand that, at one point, had over 10,000 people on their waiting list for a … A post shared by Glossier (@glossier) on Dec 6, 2017 at 3:07pm PST. And it’s true. The beauty industry is always changing as it follows trends dictated by the public, and influence is primarily coming from online. SWOT Analysis Best Practices & Design Tips Use measurable and quantifiable statements in your SWOT. More importantly, fans know the Glossier team look through the posts fans tag them in because they comment on them and even choose new models from the tagged photos. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Weiss launched through instagram, using the rise of digital technology to her favour. Anything brands can do to encourage the intimate involvement with their consumer will help them keep up, and influence these changes. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. It stemmed from Emily Weiss’ blog called INTO THE GLOSS where women discussed their favorite beauty products and their daily beauty routines. Makeup isn’t a mask, after all. Glossier’s Hyperreal Employment of Instagram Branding. Glossier is successful primarily because of two things: branding and social media. Featuring these high profile women and rising It-girls, The Top Shelf column made women at home feel as if they were swapping beauty tips with their friends—albeit, friends with access to La Mer eye cream. Glossier is a make-up / skincare company created by Emily Weiss. In fact, it has a Slack channel with 100 of their top customers, where they exchange over 1,100 messages weekly. ( Log Out /  Don’t discount the power of authenticity. APIdays Paris 2019 - Innovation @ scale, APIs as Digital Factories' New Machi... No public clipboards found for this slide. Some of these women aren’t paid to do so, but they still create detailed videos and reviews because they love the brand. As a team we conducted primary and secondary market research in order to ensure our presentation and brand board was accurate. Weiss noted that even magazines could not afford to share this kind of intimate information. Beauty brands lacked the context of real women and real experiences, focusing instead on the illusion of perfection. It’s about fun and freedom and being OK with yourself today. MAC on the other hand has separate websites for their regions and Instagrams. This air of ‘expense’ is perhaps attractive to many professional makeup artists and a slightly more sophisticated demographic of women. Conversely, MAC Cosmetics has become renowned for it’s full coverage products, making for dramatic, outgoing and glamorous makeup looks. 1. Glossier is disrupting the beauty industry. Trademark applications show the products and services that Glossier is developing and marketing. Learn more. Unofficial brand ambassadors include Karlie Kloss, who posted a photo wearing Glossier merchandise that got 27,000 likes, and Sofia Coppola, whose films serve as inspiration for the brand. “if [in 2016] brands are your friend, Glossier wants to be your BFF”. See our Privacy Policy and User Agreement for details. The lesson here? With a very extensive range of makeup, they are a high-end brand, which is reflected by their in store service.This is also communicated by their sleek black matte casing for their products, with a shimmer throughout the hard plastic with silver accents. Transparency is part of an authentic experience, and if users post their testimonies (even their disappointments) about Glossier freely, people are more likely to trust the brand. It stemmed from Emily Weiss’ blog called INTO THE GLOSS where women discussed their favorite beauty products and their daily beauty routines. The brand uses a variety of models of all different shades so it opens up its market to a wide-range of women. Now customize the name of a clipboard to store your clips. Direct-to-consumer beauty brand Glossier boasts a highly devoted customer following. While building an empire such as Glossier is no small feat, Weiss has demonstrated there’s a lot to be gained by genuinely listening to your customers and engaging with them much like you would with a friend. Emily has turned a humble blog into a digital marketing machine. Glossier may not have a cohesive feed, but their posts show they’ve got their branding down pat. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. ( Log Out /  The brands main color is distinguishable since it is millennial pink, a light shade of pink that is associated with younger people. Glossier is a brand that caters to mostly Millennial – Gen Z women, which probably is why their engagement is so disproportionately high on Instagram and YouTube when compared to the rest of their socials. The hashtag started during the Into the Gloss (ITG) days, when the hashtag #ITGTopShelfie allowed ordinary women to be discovered and interviewed for the column. You should be able to evidence all of the points in your SWOT,... Make sure all areas of your business are represented when developing the SWOT. Change ), You are commenting using your Twitter account. Mika Deshmukh You can change your ad preferences anytime. Are the brand narratives communicated in a cross-cultural context? Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. Change ), I HATE THIS PRODUCT SO MUCH IT MADE MY FACE BRIGHT RED AND ITS BURNING SO MUCH, So sorry to hear that!

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