Glossier : blue ocean in the cosmetic marketspace /
The case explains how the direct-to-consumer beauty company Glossier Inc. (Glossier) leveraged beauty content written on founder Emily Weiss's blog, Into the Gloss, to develop beauty products. Into the Gloss was a collaborative blog where women shared their beauty routines and products. Weiss r...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | The case explains how the direct-to-consumer beauty company Glossier Inc. (Glossier) leveraged beauty content written on founder Emily Weiss's blog, Into the Gloss, to develop beauty products. Into the Gloss was a collaborative blog where women shared their beauty routines and products. Weiss realized that the definition of beauty for ordinary women was not as prevalent in other cosmetic companies that showcased ideal skin through makeup. In contrast, Glossier customers believed in natural beauty. Accordingly, Glossier developed beauty products ranging from skincare to fragrance and introduced the notion of confident beauty with low maintenance. Because Weiss emphasized natural beauty, she chose Grammy Award Winner Olivia Rodrigo who believed in natural beauty and minimal makeup as Glossier's celebrity endorser. However, Weiss was not transparent enough about the ingredients used in products which ultimately sparked criticism. Another criticism was quality and how Glossier's skincare products failed to work for women with unique skin types. Another concern for Weiss was pursuing further growth. What growth strategies can Weiss opt for? Is celebrity endorsement likely to be an inhibitor or a contributor to the growth strategy of Glossier? |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529620894 1529620899 |