Le blog de Nestore

The Glossier Success Story

Involve your community (for real)

Glossier is first exchanges and especially “down-top”, “consumer to business”. The brand is inspired by its community and always seeks to meet their expectations.

Glossier's marketing also comes from content generated by its users aged 18 to 35. Every day, Glossier is tagged in thousands of photos. The Glossier team then identifies those who will be its real “influencers”, those who will represent the brand, among all these self-proclaimed ambassadors.

Glossier tests its new products with its influencers before launching but also with his most loyal customers and fans. Seeing as the brand treats its fans, everyone dreams of becoming a “Glossier Girl”.

Customers feel seen and heard and they love it!

Be authentic

On Glossier's Instagram page, we instantly feel a feeling of community and freshness, without it being snobbish or exclusive. The strength of Glossier is that it is for everyone: an unfiltered brand with an identity far removed from that of the usual beauty players.

Because yes, unlike most major beauty campaigns, Glossier takes photos on an iPhone rather than with a “pro” DSLR camera. According to Annie Kreighbaum, editor in chief of Into the Gloss, the telephone approach makes things more natural, more accessible.

And it's true. You will immediately notice that Glossier's photos have a raw look compared to the retouched images that have long been the norm.

User generated content also helps with this. Transparency is part of an authentic experience, and if users post testimonials (even disappointments) about Glossier freely, people are more likely to trust the brand.

Offer an offline customer experience

In addition to its website, Glossier opened a showroom to allow its customers to test the products. The overall ambiance is more like a gallery than a store: arriving by elevator, We enter a super Instagrammable white, red and powdery pink place where saleswomen dressed in pink jumpsuits welcome you with a big American smile. Your shopping experience can begin.

However, given the success of the brand since its creation, There are lots and lots of people. And it starts with the line at the bottom of the building. We tried the experiment and waited nearly 45 minutes before being able to return to the premises. Arrived in the showroom, We try to squeeze as best we can in front of the stalls to try the products. But often we get pushed around or we have to wait for the place in front of the mirror. In short, the concept of coming to the showroom to try the products loses some of its charm.

If you still succeed in trying a product and want to buy it, The process is a bit different from the usual stores. When saleswomen spot that you want to buy the product you have in your hands, they rush to you with credit card machines so that you can Pay for your first product before going to see what's going on on the stand next door.

You line up again to pick up the products at the end of your shopping session. If the main goal is to free your hands while shopping, this system wastes your time when there are so many people.

In short, if the in-store experience has everything to be great, The crowds are ruining the ride a bit. Welcome to the real world... Let's wait and see in a few years if the stores are empty or if they increase the number of stores...