Little-known internationally, Glossier is becoming quite the cult favourite in the US.
A relatively late entrant into the crowded beauty sector, its rise has been meteoric – last August a Buzzfeed article revealed projected growth of 600% in 2016, with up to 30,000 people on product wait-lists.
Natural beauty brand Shea Moisture was forced to apologize after a new ad campaign sparked a social media backlash among some of the company’s customers.
But this backlash wasn’t really the result of a bad ad.
I recently wrote about how consumers are increasingly turning to their smartphones to search, browse and buy beauty products.
One thing I failed to mention, however, is the fact that many are testing beauty products via their mobiles, too.
From Estee Lauder to Clinique – the biggest beauty brands in the world have been heavily building on their digital presence over the past five years, particularly on social media.
In contrast to this, one of the most talked-about new brands on the block, Glossier, has been built on digital from the very start.
In an industry heavily geared around tips, tricks and word-of-mouth recommendations, a blog is a beauty brand’s bread and butter.
It might seem like an outdated notion in today’s Snapchat-style world, however for many, it is the linchpin behind a truly effective content strategy.
In a recent survey by Dove, 30% of women admitted that their purchasing decisions are influenced by social media.
Having listened to Fashion & Beauty Monitor’s latest panel discussion, this stat is far from surprising.
The idea of sitting in front of a television to discover and purchase products might seem like a bizarre concept to many young consumers.
But the world’s 800-pound online retail gorilla could bring the home shopping channel into the 21st century with the launch of Style Code Live, a live 30-minute show that it is now streaming daily Monday through Friday.