To do this the company will need to refocus on its five-pillar

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TopicsLessonsToolkitsPresentationsVideosWebinarseBooksPodcastsGlossaryPrivacyTermsMaster GA with our exclusive part Live Webinar series in partnershipwith Neil Patel Accel. Kicking off March th. Register Now Digital MarketingInstitute Logo CoursesResources Keyword search... Sign In View CoursesTrendingArticlesMicro LessonsSkills TestToolkitsWebinarseBooksPremiumMore Backto Articles Oct , Glossier: A Thoroughly Modern Beauty Brand ArticlesSocialMedia MarketingE-Commerce Written by Will Francis Most companies have been on adigital transformation journey in recent years, taking their brick-and-mortaroffering and adapting it to new technologies and consumer behaviors. But amidstthis huge online shift, a new breed of brand has emerged. Beauty brand .


Glossierwas instrumental in leading this pack of disruptors, with its customer-centricC Level Executive List approach, use of social media and innovative digital marketing tactics. In justa few years, this direct-to-consumer make-up business went from launching fourproducts on a basic ecommerce site in to forecasting $ million in retail salesin and a company valuation of $ billion in However, brought about turbulenttimes for the brand as brick-and-mortar stores closed. A year later, a third ofcorporate staff were laid off after a decline in revenue, there were reports ofracism, a toxic workplace, and a lack of product innovation. Most shockingly,in , the founder and CEO of Glossier, Emily Weiss resigned, having built thecompany from scratch to be one of the two percent of companies that receivedventure capital investment for all-female founding teams. But Glossier’ssuccess continues unabated. With a new CEO at the helm, since , Kyle Leahy islooking to turn the company and brand image around.

digital marketing strategy Consumers,Content, Conversations, Co-Creation and Community. Let’s look at what we can learnfrom Glossier’s marketing activities and tactics that saw it grow from astart-up to a multimillion-dollar business. The DTC Boom This content isavailable to Power Members only. Login RELATED FREE VIDEO LESSONS E-commerceStrategy E-Commerce Payment Methods Applied E-commerce E-Commerce MetricsApplied E-commerce Omni-Channel Retailing Applied E-commerce Selling VirtualGoods and Services View Courses Share via: Will Francis WILL FRANCIS WillFrancis is a recognized authority in digital and social media, who has workedwith some of the world’s most loved brands. He is the host and technicalproducer of the  podcast, Ahead of the Game and a lecturer and subjectmatter expert with the . He appears in the media and at conferences whilstoffering his own expert-led digital marketing courses where he shares hisexperience gained working within a social network, a global ad agency, and morerecently his own digital agency. Connect with him on Twitter X or LinkedIn.