What can Glossier do for digital marketing this year?

Glossier is a skincare/beauty company launched 2010 by Emily Weiss, which is one of the first beauty brands to extensively use Instagram marketing in an innovative way. This brand sells natural-looking makeup with an experimental steak and has built up a very trendy image.

On IG there is humorous presence instead of aggressive advertisement. It is almost as if scrolling through the social media of a friend, even posting reminders for voter registration. Since it has done very well in digital marketing, what can Glossier do for digital marketing this year to keep up with the trend after Covid-19 and make perfect use of it again?

Brand Positioning Statement

To make digital marketing plan, target audience should be clarified first. Glossier's target audience is modern, trendy women (aged 20-30) with curiosity about beauty products and has slightly tighter budget, who has a daily routine but also enjoys following trends and trying new things. 

Therefore, for the young, independent, modern woman who considers her beauty ritual not chore but a meaningful part of her life, it is important to exploit emotional connects with them.

Tagline

To emphasize that Glossier is meant for everyone, which is that diverse people of all backgrounds can achieve confidence through the brand, tagline can be #YouAreYourAuthenticSelf.

Integrated Marketing

The key points to do integrated marketing is meeting target audience's social media taste, such as PR with influencers they like and admire.

Firstly, to attract target audience, #YouAreYourAuthenticSelf accompanied by a picture of trendy people can be put in the display ads of Facebook, Instagram, Twitter and Youtube, as the below picture shows.

 

Secondly, do Instagram promotion through long-term collaborations with influencers with an understated chic, but sometimes experimental aesthetic: collaborations times to coincide with launch of new lipstick and eyeliner shades respectively.

Thirdly, because live streaming e-commerce is hot now, it is necessary to let models with different skin stones and facial features try on each product for consumers, answer consumers' questions and give out coupons and product links.

Moreover, fancy campaign, like Tiktok challenge and Snapchat filter, can also set off a wave of trends among young women.

The above insights come from my previous group study on Glossier. If you are also interested in this this topic, welcome to discuss with me!