Glossier...

Glossier is a trendy brand that has been able to benefit tremendously from earned media. Consumers are constantly posting their perfected content all over the social media, in hopes of being promoted on the brands 2 million follower Instagram account. This has benefitted the company by creating a space where individuals can feel a sense of community/trust, that makes them more likely to make a purchase. Nevertheless, Glossier still has made sure to include paid media strategies within their digital marketing—to increase number of conversions.

The strategic focus for Glossier’s paid ads, are split between acquisition focused campaigns for people who have never interacted with the website and ads that center customers who have already been on the website to shop. Although, the strategy is correct, the creative initiatives are lacking.

Glossier has a desire to promote simple, every day, beauty. Yet, the brand only post 100% perfected images, that do not provide an accurate representation of their target. Competitors such as, Milk Makeup and Ilia have done a better job of depicting a more inclusive message. These brands stray from what’s “trendy” and “common” and depict real life people, simply enjoying their makeup. Considering the face that Glossier is solely e-commerce based, the company might not feel confident posting images that could give the impression that there quality is off; which is why all images are perfected. However, the brand must realize that there is beauty within imperfections and not everything has to look the same. One way to do this is by Glossier focusing on the creative abilities of an ad, more than the aesthetic of the person within the ad.

Overall, Glossier has a lot of potential to rise within the makeup industry. However, the brand must find a better way to make their ads stand out, since they are not in stores and figure out a way to create content that makes their target feel included.