Ecommerce Makeup brand Glossier follows Media company “Into
The Gloss” – Similar to Thrillist?
In light of our class discussion with Thrillist’s founder
Ben Lerer, the question of content vs ecommerce is an interesting one. Makeup
brand Glossier is founded by Emily Weiss, who already has a built-in audience.
She created her own beauty media company called Into The Gloss, which reaches
1M uniques per month. Like Thrillist, Emily Weiss first built a media audience based
on reviews and recommendations within the Lifestyle category. From there, she
was able to gather insights and built the right audience for her ecommerce
website. Similar to how Thrillist has a link to Jackthreads.com, Into The Gloss
has a link to glossier.com.
Are they onto something? Glossier just raised $8.4M in
venture funding to pursue this strategy. According to techcrunch,com, this is similar
to the strategy used by Warby Parker and Harrys.
I think this is an interesting strategy. As Ben mentioned in
class, there is still space for both great content and ecommerce to coexist. If
the content is high quality and well done, then people will come. Further, if
the product is a good one, then you can live in both places. In fact, great
content may even boost your brand image and keep your customers engaged,
interested, and coming back for more. In fact, the content helps define the brand
and is a great way to keep people within the online ecosystem.
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