Glossier Australia Market Entry Proposal

Page 1

GLOSSIER AUSTRALIA MARKET ENTRY PROPOSAL. REBECCA GOODALL (Figure 1)

2020536


GLOSSIER, THE BRAND.

from 2014 to 2021

Glossier is a direct-to-consumer "digitally-native" beauty brand, which has achieved unicorn status (WARC, 2019). The brand was established in 2014 by Emily Weiss as an extension to her blog, Into the Gloss, which launched in 2010 (Gross, 2019). Glossier was initially launched with a few core products, but now stocks over 40 lines ranging from skincare, makeup and body care, to fragrance and merchandise under the title 'GlossiWEAR’ (Glossier, 2021). Glossier started expanding internationally in 2017, launching in Canada and the UK. It has since expanded to France, Ireland, Sweden and Denmark.

(Figure 2)

The main revenue source for the brand comes from its website. Certain products have been available through other stores in the past, with bestseller ‘the Balm Dotcom’ being available for a brief time on Net-a-porter and the perfume ‘Glossier You’ in US department store Nordstrom (Casely-Hayford, 2017; Strugatz, 2019). Glossier has previously also had physical stores including a flagship in New York City, and a mix of pop-up shops and permanent locations in London, Los Angeles, Chicago, Boston, and Miami. All locations are currently closed due to the COVID-19 pandemic (Glossier, 2021). Bestsellers include the Balm Dotcom multi-use balm, the Milky Jelly Cleanser, Perfecting Skin Tint and the Boy Brow, with one sold every 32 seconds as of 2019 (Financial Times cited in WARC, 2019).


GLOBAL EXPANSION STARTED IN 2017 IT’S NOW TIME TO TAKE THE NEXT STEP.

Previous success.

Previous global expansion has been successful, particularly in the UK which is the brand's second largest market outside of the US (Weiss quoted in Coates, 2020).

Demand in Australia.

Demand in Australia has been present since the beginning of Glossier. Fans of the brand are even becoming impatient as they feel that many brands tend to forget about Australia and are concerned Glossier is following suit (see Appendices A, B & C).

Timing.

As the world reopens over the next 12-18 months, moving forward from the COVID-19 pandemic, it seems like the ideal time for Glossier to enter a new market.

Competition.

Milk Makeup, another US-based brand with a similar audience has recently successfully launched in Australia, suggesting there is space and demand for a brand like Glossier in the Australian market.


CURRENT BRAND REPUTATION IN AUSTRALIA. To find out how Glossier is currently perceived in Australia, social media proved extremely useful. With fans willing to pay over-the-odds in shipping costs from the US, it is highly likely that they will be delighted to see Glossier available in their own country.

Reddit.

There are countless Reddit feeds of Australian fans discussing whether Glossier will ever be available for them. Fans also share hauls of products when they have been able to get their hands on the products through expensive international postal services (see Appendix A).

Twitter.

There is a similar narrative on Twitter with fans communicating directly with Glossier's own account pleading with them to consider coming to Australia (see Appendix B).

YouTube.

YouTube provides more in-depth hauls, again obtained through international postal services or sent by friends overseas. These hauls are featured on all sizes of channels from small to major influencers (see Appendix C).


PESTEL ANALYSIS. POLITICAL •

ECONOMIC •

e-commerce market which is expected to continue growing

Australia is generally politically stable with quality of life among the best in the world (HSBC, n.d.).

The last year has seen

and accountable (Young, 2021).

has one of the most stable economies in the world (HSBC,

Australia’s government received criticism, particularly from handling of the Covid-19

until 2024 (Panesar, et. al, 2021). Australian household wealth is at

Statistics cited in Faulkner & Houghton, 2021). Australia also

brands need to be more ethical

younger groups over their

SOCIAL

n.d.). Reasonably high taxes – 30% for larger and 27/5% for smaller businesses – due to go down to

pandemic (Buller, 2020).

35% by 2026/6 financial year; tax reductions are a message that Australia is open for business (HSBC, n.d.). •

Goods and Service Tax (GST) of 10% to be factored in (HSBC, n.d.). US to Australia import duties are estimated around 5% of the cost of the good, once price is converted to AUD (INTAS, 2018).

Wellness is a key sentiment in Australia right now, driving sales

not greenwashing or whitewashing •

responsibility expectations of Gen A & Z (Friend & Houghton,

at how businesses treat their employees (Young, 2021).

LEGAL

Carbon emissions and air pollution are very important to ecoconscious Australian consumers

Employment law is quite

with the climate crisis becoming an

protective of employee rights in

increasingly visible issue.

Australia, and minimum wage is

Consumers will want to shop local

currently 19.49 AUD/hour. (HSBC,

Technological innovations are set to encourage consumers to take

where they can which may pose a

n.d.)

charge of their own health and wellbeing over the next few years

a foreign brand (Young, 2021).

and move forward as more traditional brands adapt.

(Fagerlund 2021). There is a need to react to the higher brand

2021; Friend & Josephs, 2021). 57% of Australian consumers look

Glossier is already a leader in digital branding with its consumer

ENVIRONMENTAL

first approach (WARC, 2018). Need to keep the momentum up

in all retail channels. Consumers want authenticity within this area;

a record high in 2020, averaging A$441,649 (Australian Bureau of

unprecedented global activism;

Australia is seeing a boom in the

TECHNOLOGY

problem for Glossier coming in as

Australian Consumer Law: • "General ban on misleading and

Potentially need to address

deceptive conduct in trade or

(Young, 2021). Sharp increase in online shopping

sustainability concerns over

commerce

during COVID-19 lockdowns (Young, 2021).

“Less Packaging” option, but it

conduct in trade or commerce and

might be time to completely ban

specific bans on conscionable

the signature free plastic makeup

conduct in consumer and some

bags on entering the market in

business transactions.

packaging. Glossier does have a

Australia or produce a sustainable

General ban on unconscionable

A provision that makes unfair

alternative. (Shariat, 2020; Weiss

contract terms in consumer

2020).

contracts void" (Australian Consumer Law, n.d.)


Strengths • Consumer engagement and conversation • Digital platform • D2C • Pop-up shop success • Sustainability • Strong brand image • Still growing • Not reliant on in-store sales • Loyal customer base

Weaknesses • Held increasingly accountable for their actions – improvements still needed in some areas (Young, 2021; Shariat, 2020) • Failure of Glossier Play (March, 2020) • Unknown in more analogue regions (Meltzer, 2019) • Lack of permanent stores • Not always easily accessible - not sold with large beauty retailers

Opportunities

Threats

• Only currently available in 7 countries, stores in only 3 (temporarily closed) • Australia has a strong beauty market and interest shown in Glossier (see Appendices A, B & C). • Potential to expand product range in the future – react to what Australian consumers want

• Australian brands with loyal customers (Young, 2021) • Previous failures to read the situation with Glossier Play and Glitter Gelee (March, 2020) • Large country - would need a strong distribution plan set up from the start to cope • General import tax and duty costs • Brand competition



POSITIONING MAP - MAKEUP. Natural

Low Price

High Price

Full coverage


Skincare.

COMPETITOR ANALYSIS. Beauty Market. Considering the beauty market is so large Glossier has no like-forlike competitors (see Appendix D). Its statistics are very impressive 1 with the best Alexa Rank out of all the competitors analysed, at 14,481 (Zoominfo 2021), and coming 5th out of Common Thread’s Top 25 D2C beauty brands (Roberts, 2021). However, there are some notable brands with an existing presence in Australia, who cross-over in customers, influence, and scale. 1

’Alexa Rank’ is an estimate of the site’s popularity by Alexa.com with the most popular site coming in at #1 (Alexa, 2021).

Looking at skincare, fellow NYC-based brand Glow Recipe is smaller than Glossier, but it has developed quite a cult following and has a comparable price-point. Kylie Skin also shares customer demographics with Glossier, however, it does not follow the same consumer-focused approach with most of its success coming from Kylie Jenner’s personal influence. Two Australian skincare brands that pose a potential threat are Go-To and Frank Body. Frank Body is a wellestablished global brand with a similar price-point to Glossier and a comparable product range. Its market share and social following are smaller; however, it has had an impressive employee growth rate in the last year of 31.3%. Go-To has a strong emphasis on sustainability, again a similar product range and it is growing.

Makeup. The two most notable competitors for makeup are Milk Makeup and Juice Beauty. Both have a higher revenue stream at $91.8m and $342m, respectively. Juice Beauty is the oldest brand analysed, it has a loyal following and high market share, although its employee growth rate in the last year was only 13.4% compared to Glossier’s 25.5%. Another NYC-based brand, Milk Makeup, is a brand to pay attention to as it recently made its own entry into the Australian market. Milk’s Instagram following (1.9m) is significantly lower than Glossier’s (2.7m), but still impressive, however it has a greater following on TikTok at 549.5k compared to Glossier’s 112k. Further, Milk’s revenue stream is almost double that of Glossier’s at $91.8m, potentially due to the wider availability of their products through other retailers.


TARGET AUDIENCE.

One of Glossier's unique selling points is that anyone and everyone can be a Glossier Girl (or boy). However, key consumers can be broken down into the following groups.

• The beauty fanatic/collector (Millennial) • The no-makeup makeup wearer (all ages) • The brand fan/follower - will come into a store and take lots of photos for social media (Gen Z, Millennial) • The trend-followers, will buy the products but are not necessarily obsessed with the brand (Gen Z, Millennial) • Older women introduced to the brand by their daughters/nieces/friends (Gen X, Baby Boomer) • Older women buying products for their daughters/nieces/friends (Gen X, Baby Boomer) • Men who want a light makeup look or are looking for simple skincare solutions (Gen Z, Millennial)


CONSUMER PROFILE: THE BEAUTY FANATIC/COLLECTOR. • Has an extensive collection of makeup and/or skincare products.

(Figure 3)

• Will have a high IPR when purchasing. • First to buy new or limited-edition products. • Most likely to follow beauty bloggers, Instagram influencers and YouTubers. (Figure 4)

(Figure 5)

• Will spend a large portion of their disposable income on beauty products.


CONSUMER PROFILE: THE NO-MAKEUP MAKEUP WEARER. (Figure 6)

• Likes Glossier for its natural-look makeup and skincare products. • Purchase options include the Balm Dotcom, Boy Brow, Stretch Concealer, Perfecting Skin Tint and Cloud Paint. • Less regular purchasing habits than the Beauty Fanatic, but there is potential to make Glossier their go-to brand when they do need new products. • Will be more concerned with the quality and functionality of the product rather than the branding.

(Figure 7)

(Figure 8)


CONSUMER PROFILE: THE BRAND FAN/FOLLOWER. (Figure 9) (Figure 10)

• Will buy products primarily because of the branding, with the functionality and quality being a secondary factor. • Pop-ups are successful with this customer as they will want to go to take photos for social media and for the Glossier brand experience. • Likely to buy from the GlossiWEAR line - the sweatshirt, the beauty bag, the water bottle, • Likely to create user-generated content for the brand.

(Figure 11)


STRATEGY.

In order to solidify Glossier's place in the Australian market, a three-year plan has been created. Over these three years the general marketing strategy will consist of these elements:

MARKETING MIX

Product. Limited-edition Balm Dotcom to celebrate launch in Australia and encourage press coverage. Promote buying starter sets so that new customers can try more products at once.

Price.

Promotion.

Prioritise giving Australian customers a fair price in line with the pricing across other markets - need to decide if setting up an office and warehouse in Australia will be beneficial to this.

Continuing Glossier's approach since the start, social media will be the primary marketing channel, allowing for instant and direct connection with customers.

Offers (e.g., 20% off codes and free shipping) to occasionally pop-up on social ads and email marketing.

Place. Glossier will always be an online first D2C brand. Pop-ups in big cities over the first three years to connect with consumers and build brand awareness (Roberts, 2021).

Word-of-mouth and usergenerated content will also be essential.


STRATEGY.

(Figure 12)

YEAR 1 – ESTABLISH PRESENCE IN AUSTRALIA • Pre-launch, start a conversation on social media with Australian fans to build momentum and find out what they are most excited for and their expectations for the brand. Release one or two products with a beauty retailer such as MECCA first to test popularity. (Coates, 2020; Casely-Hayford, 2017). • Launch website and products in Australia, promoting the limited-edition Balm Dotcom on socials to drive traffic and promo-codes too (WARC, 2021). • 2-3 months into launch begin Pop-Up Shop Tour in Brisbane, Sydney and Melbourne, spending 2-4 weeks in each location depending on initial success. This should be done from OctoberDecember inline with seasonal gift-buying. This follows a similar strategy to the extremely successful UK market-entry in 2017 (Fernandez, 2018; Coates, 2020). • Optimise social engagement through paid ads, working with influencers, sharing user-generated content and conversational social media posts.

(Figure 13)


STRATEGY. YEAR 2 – CONNECT WITH CONSUMERS

(Figure 14)

• Continue pop-up shops across Australia in Adelaide and Perth to reach as many customers as possible. • Have Emily Weiss and other C-Suite employees speak at conventions in Australia, hopefully to discuss the successful launch there, once everything has reopened post-COVID-19. • Expand influencer network and hold seasonal PR events for both influencers and selected fans to increase brand connection and loyalty. • Launch online in New Zealand depending on logistics and success in Australia.

YEAR 3 – EXPAND AND SOLIDIFY MARKET PRESENCE • Following pop-up shop strategy, open a permanent location in one of the more successful cities. This could start as another pro-longed pop-up shop with the potential to become permanent, like the Covent Garden store in London. • Expand product range following customer feedback. • If the launch in New Zealand goes ahead launch a pop-up shop in Auckland . • If a warehouse or Australian head office has not been established by this point it would be a good time to think about the logistics and benefits these sites could offer.


IMC PLAN.

Message.

Barriers. • Certain fans may have tired of waiting for Glossier to arrive • Brand competition and local loyalty

Glossier has launched in Australia as they recognise their audience there and want to give them the Glossier experience too - Glossier cares about Australia.

Channels. Summary. Over the next few years, Glossier needs to optimise their current marketing strategies to increase brand awareness in this new market and build on/connect with existing fanbase there.

Needs. • As a brand Glossier does not spend a large amount on marketing (Fernandez, 2018). • Optimise user-generated content and organic social platforms, as well as making the website and pricing attractive to Australian consumers. • Glossier has a strong brand image which needs to be maintained and nurtured throughout. • "We center our marketing efforts around the experiences we create for our customers and community" (Ali Weiss interviewed in Comeau, 2019).

Objectives. Business: ⚬ Successfully launch in Australia ⚬ Reach 'sell-out' status on certain products including the limited-edition Balm Dotcom ⚬ Attract customers to pop-up shops Marketing: ⚬ Increase brand awareness in Australia Communications: ⚬ Connect with audience ⚬ Increase social media following in the region

• • • • •

Digital - paid ads (banners & social), SEO Direct - email marketing Experiential - events, pop-up shop tour PR - influencer engagement, conventions. Social media - Instagram, Twitter, TikTok, Facebook, YouTube, LinkedIn, IntoTheGloss • Sales promotions - limited-edition Balm DotCom, promo-codes through social ads and influencers • Out-of-home - pop-up shop 'tour posters' • Word-of-mouth - peer influence, "hyper-engaged community members" (Hudson, quoted in Fernandez 2018)

Customer segmentation.

Budget.

Glossier has traditionally been a Millennial-centric brand (Meltzer, 2019). There are opportunities to capture Gen Z now that they are getting older, so their spending power is increasing. It is also important to appeal to male customers and Gen X and Baby Boomers in marketing activities, so that they see Glossier as an inclusive brand and feel comfortable shopping there too.

As previously mentioned, Glossier does not traditionally spend a large amount on marketing. However, a significant portion will have to be spent on the pop-up shop strategy, influencers and events. Breakdown: Digital (15%), Direct (10%), Experiential (35%) PR (20%), Social (15%), Out-ofhome (5%)


MEDIA RATIONALE. Experiential.

CORE CHANNELS: Social & Word-of-mouth. Glossier is a digitally native company and social media is a crucial way to connect with consumers and expand brand awareness. A mix of influencer engagement, sharing of usergenerated content, conversational posts, and announcements for product releases and events across Instagram, TikTok, YouTube, Twitter, Facebook & LinkedIn. Engaging with consumers through social media is also a crucial way to increase brand loyalty and encourage word-of-mouth promotion, something that Glossier has traditionally done well and needs to be continued (WARC, 2018).

Pop-up shops are a tried and tested strategy for Glossier. As a D2C brand in-store experiences are a great way to build awareness offline and connect directly with customers. The pop-up in Covent Garden, London at the end of 2019 saw over 100,000 fans visiting the store across the two and a half months it was open. The New York flagship store also received an average of 50,000 visitors/month before it had to close due to the pandemic. (Coates, 2020)

Sales Promotions. The launch of the limited-edition Balm Dotcom will attract beauty collectors and will also encourage press attention as it has done with previous launches, again increasing brand awareness. Promo-codes will also help to encourage first time buyers or those with less disposable income to try out Glossier.

SUPPORTING CHANNELS: Direct. Email marketing will also be optimised to share events, product launches, and offers with existing customers.

Digital. Once in Australia it will be necessary to boost organic search results using SEO techniques, as well as using paid ad content across websites and social channels to reach customers who may be unaware of the brand.

PR. It will be necessary to reach out to both micro and macro influencers and encourage them to inform their followers about Glossier’s arrival in Australia (Hulme, 2021). Attending beauty and business conventions has also proved successful previously and will allow the brand to reach outside of its typical target audience. Beauty conventions in Australia include WeCosmoprof (June) and Beauty Expo Australia (August).


TIMELINE. Year 1 – Establish presence in Australia Channel Social media

Aug

Sept

Oct

Nov

Dec

Jan

Feb

Mar

April

Year 2 – Connect with consumers May

Jun

July

Aug

Sept

Oct

Nov

Dec

Jan

Feb

Year 3 – Expand and solidify market presence Mar

April

May

Jun

July

Aug

Sept

Oct

Nov

Dec

Instagram TikTok

Continuous social media engagement throughout

Twitter YouTube

Periodic YouTube videos to accompany product releases and influencer collaborations

Facebook LinkedIn

Continuous social media engagement throughout

Influencers Experiential

Pop-Up Shops

Sales Promotion

Balm Dotcom launch Promo-codes & offers

Direct

Email

Digital

SEO

PR

Pop-ups in the run up to Christmas in year 1 and 2, potentially establish permanent location in year 3 Promo codes during times of year where buying habits decrease, e.g. post-Christmas Like socials, email and SEO need to be continuous

Paid ads

Paid ads periodically to boost audience but avoid viewer fatigue

Influencer gifting/ events

Influencer events and gifting seasonally to encourage product promotion on their channels

Conventions

Jan

Feb

Mar

April

May

Jun

July


EVALUATION. Social & Word-of-mouth.

Sales Promotions.

Digital.

- Increased social media following - Increased brand awareness across Australia - Established and growing market share in Australia - Trackable affiliate links

- Limited-edition Balm Dotcom sales figures - Trackable links to site - Use of promo-codes

- Conversion and click-through-rates from paid ads - Organic search rates

Experiential.

Direct.

PR.

- Number of customers attending pop-up events - In-store KPI statistics (IPR, ATV, Conversion etc.) - Increased brand awareness across Australia - Established and growing market share in Australia

- Bounce rate - Click-through-rate - Open-rate

- Increased brand awareness - Trackable affiliate links - Feedback from influencers and their agencies


ILLUSTRATIONS. Fig. 1 Glossier (2021) Roomy enough for all the essentials. [Product Image] At: https://www.glossier.com/products/beauty-bag (Accessed 5/6/2021). Fig. 2 Elle (2020) Wild fig balm dotcom flavor launch. [Press Image] At: https://www.elle.com/beauty/makeup-skin-care/a34276158/glossier-wild-fig-balm-dotcom-flavor-launch/ (Accessed 5/6/2021). Fig. 3 Pinterest (2021) Skin care facts [Photograph] At: https://www.pinterest.co.uk/pin/309622543140147784/ (Accessed 7/6/2021). Fig. 4 Instagram post by Rafiqah Akhdar, shared by Glossier (2020) [Instagram, screenshot] At: https://www.instagram.com/p/CIwD90CMPFr/ (Accessed 7/6/2021). Fig. 5 Instagram post by Brittany Sullivan (2019) [Instagram, screenshot] At: https://www.instagram.com/p/B2rxikLHIyC/?utm_source=ig_embed (Accessed 7/6/2021). Fig. 6 Instagram post by Afriikaana, shared by Glossier (2021) [Instagram, screenshot] At: https://www.instagram.com/p/CN5ASklMm3y/ (Accessed 7/6/2021). Fig. 7 Instagram post by Evelynn Escobar, shared by Glossier (2021) [Instagram, screenshot] At: https://www.instagram.com/p/CLsbnoFs_sg/ (Accessed 7/6/2021). Fig. 8 Instagram post by Tia Jonsson, shared by Glossier (2020) [Instagram, screenshot] At: https://www.instagram.com/p/CIjgSSOMZ0d/ (Accessed 7/6/2021). Fig. 9 Instagram post by Caleb Simpson, shared by Glossier (2020) [Instagram, screenshot] At: https://www.instagram.com/p/CH28XxlMG1x/ (Accessed 7/6/2021). Fig. 10 Instagram post by Coco Baudelle, shared by Glossier (2019) [Instagram, screenshot] At: https://www.instagram.com/p/B3ufF22Bx46/ (Accessed 7/6/2021). Fig. 11 Instagram post by Courtney Phillips, shared by Glossier (2021) [Instagram, screenshot] At: https://www.instagram.com/p/CMxrhSfMAH9/ (Accessed 7/6/2021). Fig. 12 Glossier (2021) Balm Dotcom. [Product Image] At: https://www.glossier.com/products/balm-dotcom (Accessed 7/6/2021). Fig. 13 Vogue (2020) Glossier’s London Pop. [Press Image] At: https://www.vogue.co.uk/beauty/article/glossier-pop-up-shop-london (Accessed 7/6/2021). Fig. 14 Glossier (2021) Join our team. [Photograph] At: https://life.glossier.com (Accessed 7/6/2021). Fig. 15. ‘Glossier Australia’ search results on Reddit. (2021) [Reddit, screenshot] At: https://www.reddit.com/search/?q=glossier%20australia (Accessed 7/6/2021). Fig. 16. ‘Glossier Australia’ search results on Twitter. (2021) [Twitter, screenshot] At: https://twitter.com/search?q=glossier%20australia&src=typed_query&f=live (Accessed 9/6/2021). Fig. 17. ‘Glossier Australia’ search results on YouTube. (2021) [YouTube, screenshot] At: https://www.youtube.com/results?search_query=glossier+australia (Accessed 9/6/2021).


REFERENCES. Alexa (2021) Alexa.com. At: https://www.alexa.com/siteinfo (Accessed 9/6/2021). Australian Consumer Law (n.d.) Legislation: the australian consumer law. At: https://consumerlaw.gov.au/australian-consumer-law/legislation (Accessed 9/6/2021). Casely-Hayford, A. (2017) ‘Everything you need to know about Glossier’s UK launch’ In: Refinery29 3/10/17. At: https://www.refinery29.com/engb/2017/10/174023/glossier-uk-launch-october (Accessed 7/5/2021). Coates, H. (2020) ‘Glossier’s London pop-up is its most successful of all time – and it’s staying put’ In: British Vogue 30/1/2020. At: https://www.vogue.co.uk/beauty/article/glossier-pop-up-shop-london (Accessed 6/5/2021). Comeau, A. (2019) ‘Glossier’s SVP takes us inside their 360 customer journey’ In: Adweek (27/8/2019). At: https://www.adweek.com/inside-the-brand/glossier-vp-takes-usinside-their-360-customer-journey/ (accessed 7/5/2021). Danziger, P. N. (2018) ‘5 reasons that Glossier is so successful’ In: Forbes 7/9/2018. At: https://www.forbes.com/sites/pamdanziger/2018/11/07/5-keys-to-beauty-brandglossiers-success/?sh=f035106417de (Accessed 7/5/2021). Fagerlund, F. (2021) Authenticity: the most important currency in wellness that brands can earn. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/warcexclusive/authenticity-the-most-important-currency-in-wellness-that-brands-can-earn/136494 (Accessed 8/5/2021). Faulkner, N., Houghton, L. (2021) The state of luxury: Australia. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/markets/article/26625/the-state-of-luxury-australia (Accessed 8/5/2021). Fernandez, C. (2018) ‘Inside Glossier’s international expansion strategy’ In: Business of Fashion 17/5/2018. At: https://www.businessoffashion.com/articles/news-analysis/insideglossiers-international-expansion-strategy (Accessed 6/5/2021). Frank Body (2021) Frankbody.com. At: https://www.frankbody.com/au/ (Accessed 7/6/2021). Friend, H., Houghton, L. (2021) Elastic brands. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/26689/elastic-brands (Accessed 8/5/2021). Friend, H., Josephs, R (2020) Reformation generation. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/26282/reformation-generation-1 (Accessed 8/5/2021). Glossier (2021) Glossier.com. At: https://www.glossier.com/ (Accessed 7/6/2021). Glow Recipe (2021) Glowrecipe.com. At: https://www.glowrecipe.com (Accessed 7/6/2021).


Go-To Skincare (2021) Gotoskincare.com. At: https://gotoskincare.com (Accessed 7/6/2021). Gross, E. L. (2019) ‘Glossier raises $100M and now has a billion-dollar valuation’, In: Forbes 19/3/202. At: https://www.forbes.com/sites/elanagross/2019/03/19/glossier-raises100m-and-now-has-a-billion-dollar-valuation/?sh=450be059720d (Accessed 4/5/2021). Hulme, N. (2021) Marketing to a new breed of Gen Z beauty consumers. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/warc-exclusive/marketing-to-a-new-breed-ofgen-z-beauty-consumers/136393 (Accessed 7/5/2021). HSBC (n.d.) International business guide: Australia. At: https://www.business.hsbc.com/business-guides/australia (Accessed 30/5/2021). INTAS (2018) GST, Customs Duty & Importing Business Goods to Australia FAQ. At: https://intas.com.au/importing-business-goods-australia/ (Accessed 8/6/2021). Jindal, S. (2021) 2021 global beauty and personal care trends. At: https://clients-mintel-com.ucreative.idm.oclc.org/trend/2021-global-beauty-personal-caretrends?fromSearch=%3Ffilters.strategic-topic%3D108%26last_filter%3Dstrategic-topic (Accessed 30/04/2021). Juice Beauty (2021) Juicebeauty.com. At: https://juicebeauty.com (Accessed 7/6/2021). Kylie Skin (2021) Kyliejennerskin.com. At: https://kyliejennerskin.com.au (Accessed 7/6/2021). March, B. (2020) ‘Glossier to pause sub-brand Play’ In: Harpers Bazaar 20/2/2020. At: https://www.harpersbazaar.com/uk/beauty/make-up-nails/a31012411/glossier-playpaused/ (Accessed 4/5/2021). Meltzer, M. (2019) ‘How Emily Weiss’s Glossier grew from millennial catnip to billion-dollar juggernaut’ In: Vanity Fair Oct 2019. At: https://www.vanityfair.com/style/2019/10/howemily-weiss-grew-glossier-from-millennial-catnip-to-billion-dollar-juggernaut (Accessed 4/5/2021). Milk Makeup (2021) Milkmakeup.com. At: https://www.milkmakeup.com (Accessed 7/6/2021). Panesar, G., et. al., (2021) Need to know 02:03:21. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/news/article/26617/stat-australia-is-ready-for-its-e-commerce-boom (Accessed 8/5/2021). Roberts, R. (2021) 2021 beauty industry trends & cosmetics marketing: statistics and strategies for your ecommerce growth. At: https://commonthreadco.com/blogs/coachs-corner/beautyindustry-cosmetics-marketing-ecommerce (Accessed 9/6/2021). Shariat, R. (2020) ‘One Year with Less Packaging’ In: Glossier Company Blog 31/8/2020. At: https://www.glossier.com/blog/less-packaging (Accessed 4/5/2021). Strugatz, R. (2019) ‘Inside Glossier’s first major retail partnership’ In: Business of Fashion 3/12/2019. At: https://www.businessoffashion.com/articles/beauty/inside-glossiers-first-majorretail-partnership (Accessed 7/5/2021).


WARC (2021) Digital brand experiences: Consumer sentiment data. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/WARCExclusive/Digital_brand_experiences_Consumer_sentiment_data/135553 (Accessed 8/5/2021). WARC (2018) Glossier’s ‘community first’ ethos. At: https://www-warc-com.ucreative.idm.oclc.org/newsandopinion/news/glossiers-community-first-ethos/40174 (Accessed 7/5/2021). WARC (2019) How Glossier went from blog to major beauty brand. At: https://www-warc-com.ucreative.idm.oclc.org/newsandopinion/news/how-glossier-went-from-blog-to-majorbeauty-brand/42462 (Accessed 7/5/2021). Weiss, E. (2020) “Our commitment to sustainability’ In: Glossier Company Blog, 20/2/2020. At: https://www.glossier.com/blog/sustainability-commitment (Accessed 4/2/2021). Young, E. (2021) South APAC regional 2021consumer trends. At: https://clients-mintel-com.ucreative.idm.oclc.org/trend/south-apac-regional-2021-consumertrends?fromSearch=%3Ffilters.strategic-topic%3D108%26last_filter%3Dstrategic-topic (Accessed 30/04/2021). ZoomInfo (2021) zoominfo.com. At: https://app.zoominfo.com/ (Accessed 6/6/2021).


APPENDICES.

Appendix A – Reddit (Figure 15)


Appendix B – Twitter (Figure 16)


Appendix C – YouTube (Figure 17)


Appendix D – Competitor Analysis Brand

(Glow Recipe, 2021)

About

Product cross-overs

Est. 2014. K-Beauty inspired cruelty free brand. NYC-based.

Kits, toner, drops, serum, moisturiser, masks, clothing, cleanser, cream, body, mist, balm.

Est. 2013. Australian vegan beauty brand.

Balm, gloss, lip tint, body wash, deodorant, face wash, illuminator, oil, soak, face mask, moisturiser, cleanser, kits.

Est. 2014, NYC-based cruelty free skincare & makeup brand.

Primer, blush, cleanser, serum, toner, highlighter, eye stick, moisturiser, eye patches, mask, mascara, concealer, oil, foundation, skin tint.

Est. 2013, Australian sustainable beauty brand.

Cleanser, oil, mask, body lotion, SPF, moisturiser, hand cream, body oil, balm.

Est. 2019. Kylie Jenner’s Cruelty Free Skincare Line, est.

Oil, complexion correction, mask, kits, oil, lotion, body, moisturiser, serum, toner, cream, wash, makeup bag, merch.

(Frank Body, 2021)

(Milk Makeup, 2021)

Price-range

15-75 AUD

(Juice Beauty, 2021)

Est. 2005 in California, US Lip crayon, brow gel, mascara, liquid - “manufactures and sells liner, eyeshadow, lip gloss, cream blush, concealer, powder, cleanser, clinically validated moisturiser, serum, oil, mask, primer, cc skincare, plant-based cream, kits, foundation, eye treatment. makeup.

Australia, New Zealand, UK

Socials

Market Share (ZoomInfo, 2021)

Instagram: 931k TikTok: 131.9k Facebook: 76k

Parent Company (ZoomInfo, 2021)

Revenue: $4m Alexa rank: 87,065 Employee growth rate: unavailable

Independent

Revenue: $4.3m Alexa rank: 112,524 Employee growth rate: +31.3%

Independent

9.95-49.95 AUD

Australia, New Instagram: 814k Zealand, US, Canada, UK, Europe, TikTok: 11.1k Facebook: 156k International Shipping

23-64 AUD

Australia, US, UK

Instagram: 1.9m TikTok: 549.5k Facebook: 98k

Revenue: $91.8m Alexa rank: 108,770 Employee growth rate: +24.2% (1 year)

Independent

9-122 AUD

Australia, New Zealand, UK, US, Europe, International shipping

Instagram: 270k TikTok: 1085 Facebook: 49k

Revenue: $5m Alexa rank: 214,235 Employee growth rate: +30% (1 year) +225% (2 year)

Independent

16-250 AUD

Australia, US, UK, France, Germany

Instagram: 5.1m TikTok: 658.9k Facebook: 192k

Revenue: $4.4m Alexa rank: 61,119 Employee growth rate: unavailable

(Go-to Skincare, 2021)

(Kylie Skin, 2021)

Countries

33-122 AUD

US, Canada, Instagram: 409k Australia, TikTok: n/a International shipping Facebook: 304k

Revenue: $342m Alexa rank: 147,434 Employee growth rate: 13.4%

Coty, Inc.

Independent

All information found on respective company websites as Zoominfo.


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.