时间:2025-09-18 13:43:25 来源:网络整理编辑:熱點
On a humid June day, we're sitting inside Beyonce. Well, at least the large conference room inside G
On a humid June day, we're sitting inside Beyonce.
Well, at least the large conference room inside Glossier HQ, named after the biggest performer in the world. The name is very apropos, given that Glossier is primed to becoming the largest and most influential beauty brand for Millennials. And it's the first to be marketed and sold solely on the Internet.
SEE ALSO:8 of the biggest beauty trends in 2016 (so far)The brand is the brainchild of Emily Weiss, 31, who launched her highly addictive and engaged beauty blog, Into the Gloss, in 2010. The site became almost an overnight sensation for its beauty reviews and insights into the closets of influential women ranging from Tory Burch to Selena Gomez.
But it was after repeatedly hearing fans' stories that she felt there was a disconnect between consumers and brands.
"It wasn’t often that I heard I love what XYZ stands for, I want to wear their sweatshirts, I know what they're about and want to contribute to them," Weiss tells Mashable.
That was the spark for Glossier, she says.
"How can you build a beauty brand that resonates so much that a customer wants to wear the brand on their sweatshirt?"
So she launched Glossier in October of 2014 with only four SKUs.
"Our products and thesis was like a dossier," Weiss says of the name. "It’s like building into the additions of different things and different times of a woman's life, her journey."
The products debuted on Glossier's Instagram account to a highly enthusiastic audience.
The brand is now on its Phase 2 set, its take on makeup. Products include the Stretch Concealer, Generation G and Boy Brow.
As Weiss will explain it, others, like the brand's Generation G lipstick, sold out immediately, but is back in stock.
"We actually had our biggest sales day yesterday," she says. "And we had over 60,000 people on our waitlist and they convert around average 45%, so it's high. There's still a wait list for our Perfecting Skin Tint."
Weiss says the products have also been satisfying. According to her, there's only been a less than 1% return rate.
"We're a socially driven brand, redefining luxury in so many ways," she says.
So what's the secret to the brand's success, especially given it launched on the Web without a brick and mortar wholesale presence?
Community.
"We operate solely through social channels," she says. "You are allowed to get, by leveraging technology, a better brand with immediate results. We know our customer, what she's purchased, and put her on her journey. If she likes Haloscope, maybe she's a makeup girl and will like lipsticks."
Weiss says before she launched the brand, she gathered her biggest fans and asked what they'd want. One suggestion was a rose-flavored lip balm, one that was a comment on an Instagram post.
"We brought as many people as we could in our penthouse and had people smell as many flavors as we could!" she recalls. "The most voted is the one we chose. I don't love crowdsourcing, it's not asking what they want and making it. We don't go that far because we have a point of view, but we will get our girls involved."
One involvement comes in the form of a Slack channel. It's one that is for the top customers based in New York City. Weekly, Weiss says, they exchange 5,000 messages where they'll talk about their favorite beauty products, restaurant suggestions, and also hanging out IRL.
By opening up to her readers, Weiss has been able to approach her beauty brand in a unique and organic way.
"We believe our thesis is that of course we can sell beauty products on the Internet if you provide the right context," she says. "It’s through tutorials, videos, education, how we describe things, how-tos."
Ultimately, Weiss says, she wants to be a "very, very big brand." And with those goals come sacrificing profitability.
"We are not profitable, but profitability is a choice," she says. "You can be profitable if you go wholesale and narrow down to 5 people tomorrow. But we're creating an ecosystem. We are digitizing beauty."
With over $10 million invested into the brand thus far, Weiss says she's ready to become the next major beauty brand.
"We want to build this business to be something we talk about in 20 years," she says. "I think that's exactly what's going to happen."
TopicsBeauty
Samsung Galaxy Note7 teardown reveals the magic behind the phone's iris scanner2025-09-18 13:35
津媒:中國足球何止幾家俱樂部有問題 現在是最艱難時刻2025-09-18 13:31
媒體人:河北隊球員不會被列為失信人員 有人自己墊稅2025-09-18 13:26
曼城前瞻:藍月5年通殺鐵錘幫 瓜帥欲延續不敗戰績2025-09-18 13:25
This app is giving streaming TV news a second try2025-09-18 12:37
河北隊停工未來可能走向解散 聯賽暫停耐心消磨殆盡2025-09-18 11:59
本國主場未獲批準 伊拉克12強賽主場繼續設在多哈2025-09-18 11:57
博格巴對雙紅會替補感到憤怒 無視索帥+叫停續約談判2025-09-18 11:21
Tourist survives for month in frozen New Zealand wilderness after partner dies2025-09-18 11:03
裏皮前助教馬達洛尼再就業 擔任意丙俱樂部主教練2025-09-18 10:59
WhatsApp announces plans to share user data with Facebook2025-09-18 13:30
記者:不排除河北隊退出12月中超 中國足球真要崩盤嗎?2025-09-18 13:28
囧叔意甲200戰遭裏程悲 尤文提前宣告奪冠無望 ?2025-09-18 13:03
老頑童?穆帥被紅牌罰下後 爬場邊欄杆揮手指揮球隊2025-09-18 13:00
'The Flying Bum' aircraft crashes during second test flight2025-09-18 12:57
曝河北隊全體員工停工休假 經營狀況已無法正常運營2025-09-18 12:19
說到做到!梅西犯規後善意扶起 阿芳裱起照片掛家中2025-09-18 11:58
津媒:中國足球何止幾家俱樂部有問題 現在是最艱難時刻2025-09-18 11:53
Give your kitchen sponge a rest on this adorable bed2025-09-18 11:41
巴黎要完?中場核心預計傷缺4周 球隊唯一的出球點2025-09-18 11:29