Millennial-favorite magnificence model Glossier has just lately launched its skincare and make-up product traces into over 600 North American Sephora shops as a part of the diversification into an omnichannel advertising and marketing and branding technique. The transfer, a robust push from their unique availability as a direct-to-consumer eCommerce model, permits new and constant prospects to the touch and pattern merchandise in-store.
Meet the model
Glossier, the brainchild of founder Emily Weiss, was born from her unique challenge, Into the Gloss, which Weiss launched in 2010. Weiss, who began within the trend and wonder house as an on-set styling assistant at Vogue, began Into the Gloss as a chance to interview and share insights from distinguished ladies within the business. Its hottest sequence, High Shelf, noticed interviewees like Karlie Kloss share their ideas from their bogs and included pictures of their cabinets and drugs cupboard contents,
The location’s reputation boomed all through the early 2010s, reaching 1.3 million distinctive guests by Could 2016. Sensing the potential attain of her platform, in 2014, Weiss explored funding alternatives and the potential of changing Into the Gloss right into a viable e-Commerce house for curated magnificence merchandise. Upon securing $2 million of seed funding via a enterprise capital alternative, Weiss went ahead with founding Glossier.com as it’s identified right this moment.
One of many causes the model, described by Polina Marinova of Fortune as “probably the most disruptive in magnificence,” noticed such fast success is the flexibility and accessibility of its merchandise. The launch in October 2014 was small, with 4 merchandise: an all-purpose balm, facial mist, sheer pores and skin tint, and moisturizer. By 2019, Glossier had a $1.2 billion valuation and added over one million new prospects, which elevated to $1.8 billion by 2022.
At the moment, Glossier presents a variety of merchandise, together with skincare, make-up, physique care, fragrances, balms, and a clothes line known as GlossiWEAR.
All that glitters
Although profitable, the model has not been with out controversy and was not resistant to the sweetness business downturn of the COVID-19 pandemic. The corporate’s dedication to a direct-to-consumer mannequin has been a core characteristic of the model, however this mindset has shifted over time. Glossier tried to broaden into retail by opening a flagship retailer in New York in 2019, however the pandemic shut down these efforts only a 12 months later. Round that very same time, the model suffered criticism in response to an open letter revealed by a number of former workers who shared their experiences of failing help and racism from managers, to which Weiss publicly apologized.
In January 2022, Glossier downsized its inner operations by letting go of roughly a 3rd of its company workers. As a part of their restoration course of from these challenges, the model has since restructured following Weiss’s departure as Glossier CEO in Could 2022.
The embrace of an omnichannel technique is properly acquired by customers and Glossier company alike underneath the brand new tenure of CEO Kyle Leahy, former Glossier CCO. Along with the leap to Sephora cabinets, Glossier has additionally opened a revamped flagship location on Soho Spring Road in New York Metropolis this 12 months as an additional measure to place Glossier merchandise immediately within the arms of customers. The flagship retailer follows new stores in Washington, Atlanta, Philadelphia, and Brooklyn, which opened final 12 months.
As a part of the Sephora partnership, Glossier merchandise will probably be accessible in-store and on-line. Traditionally, the model has relied closely on shopper enter and opinions to promote merchandise. Nevertheless, with the appearance of in-store accessibility, new and returning prospects can now swatch colours and match basis shades in particular person. This diversified technique hits a major ache level for Glossier customers, and with world model Sephora’s backing bodes properly for the model’s success in 2023.
