Glossier Digital Proposal by Isabelle Simpson

ISABELLE SIMPSON WORD COUNT: 2462

CONTENTS PAGE

MARKETING EVALUATION METRICS ANALYSIS AND FINDINGS MARKETING STRATEGY MARKETING MATERIAL CUSTOMER JOURNEY BIBLIOGRAPHY AND REFERENCES

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MARKETING EVALUATION

Founded in 2014 by Emily Weiss, private company Glossier is a skincare and beauty brand who believe that “beauty isn’t built in the boardroom”(Glossier 2020). Starting with their blog ‘Into the Gloss’ the brand grew from there into a website and then brick and mortar stores. Thoughtful design and having fun with beauty are values at the heart of the brand, and these show throughout all of their products. Weiss saw the flaws in the beauty industry and wanted to use her platform to create a brand that could fix these issues. PRODUCT Glossier started in 2014 as a unique skincare brand, who branched out into makeup, bodycare, fragrance and now clothing. Glossier also offers bundles and sets for a better deal on some of their skincare or makeup. All of their products are made to make women look natural, so their makeup is very light coverage to highlight natural beauty. Their skincare is created to help perfect your skin and make you look flawless with or without makeup ontop. MARKETING Using direct-to-consumer and social media marketing makes Glossier a very relatable brand for many customers. Building a relationship with the customer is a huge part of Glossier’s brand. This innovative way of marketing a brand creates more excitement within the consumer base, so when new products are released they tend to sell out. Using hashtags and posting regularly helps to continue the relationship with the consumer and when the consumer makes purchase they will tend to post pictures of the products on social media, therefore helping to reach a wider audience.

(GLOSSIER 2020)

PRODUCT

Worth $1.2 Billion, the company turned over $100 million in 2019 and will continue to grow year after year. With an estimated 210 employees the company remains small and friendly; they have two permanent stores including the flagship store in New York and a few pop up shops in larger cities. (Glossier 2020) Main competitors Milk Makeup were also founded in 2014 in New York and have a very similar brand ethos to Glossier, and sell products to keep customers looking natural and fresh.

CHANNEL

CHANNEL MARKETING

Glossier sell on Instagram, In store retail and on their own retail website. The main wholesale project that they’ve done was a holiday fragrance pop up event with Nordstrom to create a new experience for customers and also allow new customers to shop the in-store Glossier experience if they don’t live near a store.

METRICS

AWARENESS METRIC

IMPRESSIONS

INSTAGRAM: Glossier posts between 1 and 4 posts a day, on a normal day they post 1 photo, however on days where new products are released or an event is happening they tend to post more. FACEBOOK: Glossier posts on average 0.7 posts a day on Facebook, so they post roughly every other day, however similar to Instagram they post up to 7 times when events are happening or new products are being released.

REACH

INSTAGRAM: Average organic interactions per post is 56.5k, the maximum was 101k from the 25th February 2020, and the minimum was 13.3k on the 21st February 2020. FACEBOOK: Average organic interactions per post is 245.64, the maximum was 923 on the 17th February 2020 and the minimum was 78 on the 24th February 2020.

NEW FOLLOWERS

INSTAGRAM: On an average day, Glossier gains 1,845.93 followers, the maximum they have gained was 2,643 on the 1st March 2020 and the minimum they have gained was 986 on the 24th February 2020. FACEBOOK: On an average day, Glossier gains 218.63 fans, the maximum they have gained was 308 on the 1st March 2020, and the minimum they have gained was 168 on the 14th February 2020.

(SOCIAL BAKERS 2020)

ENGAGEMENT METRIC

LIKES

INSTAGRAM: Across all of Glossier’s Instagram posts, they have 1,682,908 likes, with the maximum being 400,500 likes on the 25th February 2020 and the minimum was 13,200 likes on the 21st February 2020. FACEBOOK: On average Glossier gets 153 likes a day, and the maximum was 1,520 on the 25th February 2020, the minimum was 85 likes on the 27th February 2020.

COMMENTS

INSTAGRAM: Across all of Glossier’s Instagram posts they have 10,633 comments, with the maximum being 3,369 on the 25th February 2020 and the minimum was 82 comments on the 21st February 2020. FACEBOOK: On average, Glossier gets 100 comments per day on Facebook, the maximum was 268 on the 10th March 2020 and the minimum was 2 on the 27th February

(@GLOSSIER on Instagram 2020)

FACEBOOK: On average, Glossier gets 20 shares per day, the maximim was 51 on the 17th February and the minimum was 2 on the 27th February 2020.

AWARENESS METRIC

ANALYSIS AND FINDINGS

On average Glossier uses Instagram to post 1 photo per day, and on days where new products are being released they will post up to 4 photos to help with their marketing. Most of these posts will gain up to 60K organic interactions (reach), whereas their posts from events or new releases tend to gain around 90K organic interactions. On average they gain 1845 new followers on Instagram but the most they have ever gained in one day was 2643. Facebook is their second most used social media platform and on average they post 0.7 posts a day, meaning that they don’t post on Facebook every day like they do on Instagram. Average organic interactions per Facebook post is 245.65 but on days where they have released a new product they could get as many as 923. On average they gain 218 new fans a day on Facebook, however the most they have ever gained in one day was 308. This information shows us that it is much more worthwhile for Glossier to be using Instagram, as Facebook doesn’t get anywhere near as many interactions. On Instagram Glossier have 2.7 million followers and the interactions and reach that they are getting per day do not reflect this. This could be because the posts that they make do not appeal to their followers, or that they are not noticeable enough among other posts in their followers’ feeds.

(SOCIAL BAKERS 2020)

ENGAGEMENT METRIC

(SOCIAL BAKERS 2020)

Glossier have got 1.6 million likes across all of their posts, which is less than 1 like per follower and their most liked post got 400K, showing that their followers don’t really enjoy looking at the posts they share. Glossier have got 10.6K comments across all of their Instagram posts, and their most commented on post had 3.3K. Comparing this to Milk Makeup, who have 1 million Instagram followers and get on average 3K likes per post, Glossier’s engagement isn’t as bad as theirs, however they are not getting as much as they should be. Facebook is used by much less of Glossier’s customers than Instagram, and on average they get 153 likes, 100 comments and 20 shares per post. Clearly Glossier is much more popular on Instagram than Facebook with likes, comments and shares, however their Instagram still isn’t doing as well as it should be with their 2.7 million followers.

ANALYSIS AND FINDINGS

Glossier need to be getting more engagement and awareness on their social media to keep customers coming back to both pages, especially Instagram. They most likely need to change the style of posts and use their huge platform to give out promotions, show ‘how to’ videos or even just re-post customers using their products more. Their main customer and target audience is women aged 18-30, and many of these women will not use Facebook, so this would explain the engagement and awareness on the posts there, however Instagram is one of the most popular platforms for their target customer so this should really be doing much better. Using features such as IGTV and stories on Instagram more would give Glossier customers more to interact with and create more of a reason for them to visit the Instagram page. IGTV could really help to improve comments and shares, where customers could comment any questions about products used in the IGTV and also share with their friends to show them new products and how they can be used. Instagram stories would also be a great feature for Glossier to use more, as they could use the poll or question feature to see what their followers want to see on their page. As well as this they could have some employees or influencers doing quick skincare routines or makeup looks and then giving swipe up links to create a seamless buying experience between Glossier’s Instagram page and their website.

MARKETING STRATEGY SITUATION ANALYSIS

OBJECTIVES

IDENTIFICATION OF CONSUMER

• Unique skincare and makeup brand. • Beauty isn’t built in the boardroom, thoughtful design, having fun and enabling conversation. • My proposal will focus on Glossier’s use of social media. • This will continue to support their goal of enabling conversation and create much more interaction between the brand and their customers. • Use social media platforms that are more appropriate for their customer, such as Tik Tok and move away from Facebook. • Start to use multichanneling to link each of their social media platforms together. • To get better engagement and awareness on their Instagram account as they have a lot more followers than likes, comments and reach. • Women aged 18 - 30. • Generation Z and Millenials, so my proposal will be much more visual and I will be using the platforms they use the most. These are Instagram, Tik Tok and sometimes Facebook. • Someone who cares about their appearance. • Wants to look natural but perfected.

(SPROUT SOCIAL 2020)

“WHEN A CONSUMER FOLLOWS A BRAND ON SOCIAL MEDIA THEY ARE 87% MORE LIKELY TO VISIT THE BRANDS WEBSITE OR APP, AND 78% MORE LIKELY TO VISIT THE PHYSICAL STORE” (SPROUT SOCIAL 2020)

(SPROUT SOCIAL 2020)

MARKETING STRATEGY OVERALL STRATEGY

SPECIFIC ACTIVITIES

CONTROL

• To use a more relevant platform for Glossiers target customer, and create more conversation through different social media platforms. • To increase reach and impressions on their Instagram page using Tik Tok and Insgtagram stories to do videos and ‘how to’ demonstrations with popular influencers. These influencers will show that they’ve used the website to build their ideal skincare routine, and then give a swipe up link to it. • Then I will use the swipe up link from Instagram to the website where customers will be taken to the online skincare quiz to build their perfect skin routine, as shown by the influencers on the Instagram stories. • If they do this and add the whole routine to their basket they will be given the cheapest product for free, and they will also recieve a voucher for a free lip balm if they go into a Glossier store. • 61% of brands currently offer a discount code or trial for their customers (Sprout social, 2020) and this works really well to keep customer retention high and encourage them to shop with the brand again. • Use Tik Tok and Instagram stories to boost the Instagram pages engagement, as they havce 2.7 million followers but the maximum amount of likes they’ve had on a post is 400K. • I would like to increase this number by 20% by posting about their new Tik Tok page, the promotion codes online and the skincare quiz. This would hopefully excite their followers and increase likes, comments and shares. • The sprout social case study shows that posts that enterain are 67% more likely to be liked and commented on and 55% more likely to be shared. (2020) • To monitor this, I will set small goals, for example that I want to have likes and comments increased by 20% over a 14 day period for the brand. This will then be monitored and after that period is up I will be able to see if it has been successful or not. • I would also like to post 3 times a day and on these newer posts I would like to be getting around 600K likes and 20K comments on each post.

(SPROUT SOCIAL 2020)

“Consumers are 46% more likely to like or comment on a post that teaches, and 38% more likely to share it” (Sprout social 2020) (SPROUT SOCIAL 2020)

(AUTHORS OWN)

EXAMPLES OF GRID POSTS THAT GLOSSIER COULD USE TO PROMOTE THIS NEW STRATEGY.

MARKETING MATERIAL Using a new style posts on Glossier’s Instagram page and talking about the offers they have on will create excitement around the brand and what they have to offer. Showing this on their Instagram page will instantly boost engagement and reach as customers will want to share the posts with their family and friends to show them the deals. This will also help to boost sales and visits on their website as customers will want to be checking out when the deals will be going live and when they can begin to shop them. Using Glossier products as a background for these posts will also help them to be much more recognisable for customers and stop the problem of the posts getting lost in their feed. To keep the interest and excitement with customers the posts should all be in the same style so that customers know when they see one it means they are announcing something to do with the new strategy. I have also started to introduce influencers and quotes into these Instagram posts too, to show customers that real people are already starting to try out this new business idea and show that it is working well. Using Instagram grid posts is an important part of this campaign as they will be on Glossier’s Instagram for good, unlike Instagram stories that are deleted after 24 hours. This will really help with engagement and reach as customers can always go back to the posts and look at them anytime. Customers in different time zones to where the posts are being posted from will especially benefit from this, as they won’t feel like they’re missing out on what Glossier are doing. Using carousel posts as well as regular grid posts will also allow the brand to show the offer and then add videos of influencers using the products and showing them off, as well as showing how easy the online skincare quiz is to do.

EXAMPLES OF GRID POSTS THAT GLOSSIER ARE ALREADY USING, SOME ARE BRIGHT AND COLOURFUL WHEN OTHERS ARE MONOCHROMATIC. THIS MAKES IT MUCH HARDER FOR CUSTOMERS TO SEE THE POSTS IN THEIR FEED AND THEY WILL SOMETIMES GET LOST BETWEEN THE OTHER POSTS IN THEIR FEED; THIS CONTRIBUTES A LOT TO THEIR LACK OF ENGAGEMENT AND REACH.

(@GLOSSIER ON INSTAGRAM 2020)

(AUTHORS OWN)

(@GLOSSIER ON INSTAGRAM 2020)

MARKETING MATERIAL EXAMPLES OF MARKETING MATERIAL THAT GLOSSIER COULD USE TO PROMOTE THIS NEW STRATEGY.

INSTAGRAM STORY

(AUTHORS OWN)

TIK TOK

(AUTHORS OWN)

Instagram stories and Tik Toks are a great way to (@GLOSSIER ON INSTAGRAM 2020) really connect with your customer, the video element to them makes the customer feel very involved and creates a much more friendly atmosphere than a regular grid post can. A Tik Tok can be 15 seconds or 60 seconds long and these can both be used to create really helpful ‘how to’ videos as well as full tutorials. These Tik Toks could be filmed by popular influencers to help Glossier get more engagement with their followers and customers as well as bring in new customers to the brand. Using an influencer to show off products would be a great way to get more exposure on social media, as they will share the video with their followers who may not be Glossier customers, and then those followers may share it with family and friends. This way the video reaches a much wider audience than if it had just gone up on the brand’s own page and didn’t use an influencer. If the post is then shared on Glossier’s Instagram story, this gives further exposure as they are pushing their followers to use more than one platform. Once the Tik Tok goes onto their Instagram story they can then add swipe up links to their website and the online skincare quiz, as well as do Q&A’s with the influencer in the video or a skincare expert from Glossier. Using the question feature on Instagram stories would be a really good feature for Glossier, as they can ask for questions from their followers and then allow an expert or popular influencer to answer these questions. As well as this they could use the poll feature to ask their followers what sort of posts they want to see on the Instagram account and also asking about what sort of products they would like to see from the brand. This would encourage conversation through the (@GLOSSIER ON INSTAGRAM 2020) comments and also through the question box on the Instagram story, and this is one of Glossier’s main business strategies so that could really boost their engagement. Using the Instagram stories they can also share customers using the products that they are trying to promote, and show off the best makeup looks that have been created by customers using their makeup. This creates a really positive attitude towards the brand and shows customers that they care about their followers and want to create a community and a conversation through these social media channels. Using Instagram stories to re-post IGTV and Tik Tok videos will also do this, but will also encourage their followers to engage with them across multiple social media channels; again helping to boost engagement and reach.

INSTAGRAM STORY (AUTHORS

CUSTOMER JOURNEY My strategy is to increase engagement and reach on Glossier’s Instagram account, and I will do this using Tik Tok, Instagram and their website. The customer journey begins on Tik Tok, where a glossier team manager is showing some of her favourite products and how to use them. Tik Tok is a great platform for beauty brands to use as it allows them to make short videos showcasing their products that can be shared easily by customers and followers.

OWN)

EXAMPLES OF MARKETING MATERIAL THAT GLOSSIER COULD USE TO PROMOTE THIS NEW STRATEGY.

TIK TOK VIDEO

Glossier do not currently have a Tik Tok account and I think that they are missing out on a huge portion of their customers, as their main target audiences are Generation Z and Millennials. According to sprout social, customers will be 40% more likely to shop with a brand if they have demonstrated how a product or service is used (2020). Through these Tik Tok tutorials customers can be shown how to use certain products and also shown how to create looks using Glossier’s makeup products. Tik Tok is a great platform to collaborate on too, so Glossier could begin to use influencers to do tutorials and show off their favourite products through this platform too. Once a Tik Tok video has been created and posted onto their account, it can be shared by anyone through multiple social media platforms. This would really help to boost Glossier’s engagement and reach through other social medias and help to get more people talking about the brand. Once the Tik Tok is up on their account, Glossier would use their Instagram stories to share the Tik Tok, and make their Instagram followers aware of it. This would hopefully create a lot of excitement around Glossier as Tik Tok is a very popular platform with Generation Z and Millennials. “the platform has more than 800 million active users and has been downloaded 1.5 billion times in more than 150 countries.” (Forbes 2020) This is where Glossier could gain a lot of new followers and customers as they move into using multiple social media channels and more importantly, use the most popular ones with their customers. Using Instagram stories will hugely benefit Glossier; using the poll feature to ask customers what they would like to see on the Instagram and Tik Tok account will help to boost engagement and reach. Knowing what customers want to see and executing it properly is key to customer retention, and this is a huge part of the strategy. Using the question feature on Instagram stories will also be really helpful, as these questions could be answered in a Tik Tok video to create a conversation with the customer; one of Glossier’s key business strategies. These questions could be answered by skincare experts, Glossier employees or popular influencers. All of these would be quickly shared by customers and followers to their friends and family, therefor creating more awareness, engagement and reach for the brand. (AUTHORS OWN)

CUSTOMER JOURNEY

The next step in the strategy would be to push the customer from Instagram stories to their grid posts. This could be done by saying ‘check out our grid posts for a great offer!’ and customers would instantly click across to find out what they could get. Once they have moved across to the grid posts, they would see the posts talking about the online skincare quiz, and the promotional offer they are doing along with it. Brands can encourage 61% more of their followers to shop with them if they create posts offering discounts or trials (Sprout social 2020), so this would be a really good starting point. Once customers see the offers on the Instagram posts, they will want to share this with their family and friends; instantly increasing engagement and reach. After they have seen these posts with the promotion on, the caption on the post will tell them that they need to go onto their Instagram stories to find the swipe up link for the online skincare quiz. This quiz will be on the website, and is compiled of 5 questions to find out about their skin type and skincare preferences. Once they have done the quiz, they will be given a recommendation of the skincare and makeup routine that would fit their skin best.

INSTAGRAM GRID POSTS

(AUTHORS OWN)

Having a personalised routine will appeal to many customers, as they will know that the products are going to work well on their skin. According to Forbes, customers are expecting personalized experiences from brands, and they are typically willing to spend more for it. “Personalization drives impulse purchases: Forty-nine percent of customers bought items they did not intend to buy due to a personalized recommendation from the brand they were doing business with.” (Forbes 2020) Once they have done this and added all of the products to their basket, the promotional offer will be applied. As soon as customers have received their purchases they will hopefully love the items they have bought, and begin to share pictures and opinions on their on Instagram accounts. This is another way of doing customer led marketing, where Glossier can share these posts from customers on the Glossier Instagram and encourage other customers to visit the website and shop. Sharing customers posts and opinions once again creates conversation between the brand and the customer, and will increase engagement and reach at the same time.

WEBSITE

(AUTHORS OWN)

BIBLIOGRAPHY AND REFERENCES BOOGAARD, K, 2018. Glossier marketing decoded: how to Instagram like Glossier. [Viewed on 5th April] Availavle from: https://skedsocial.com/ blog/glossier-marketing-strategy-social-media/ CADIGAN, E., 2014. Sourcing and selecting textiles for fashion. London: Fairchild Books CANAL, E, 2019. Glossier prove it’s more than just a buzzy beauty brand. [Viewed on 6th April 2020] Available from: https://www.inc.com/emily-canal/glossier-makeup-skincare-emily-weiss-unicorn-valuation.html FLETCHER, K. and M. THAM, 2015. Routledge handbook of sustainability and fashion. Abingdon ;: Routledge FROMM, J, 2020. Tik Tok doesn’t stop: how to reach gen Z consumers with influencer campaigns. [Viewed on 7th April 2020] Available from: https://www.forbes.com/sites/jefffromm/2020/03/05/tiktok-doesnt-stop-how-to-reach-gen-z-consumers-with-influencer-campaigns/#50345820168a GLOSSIER, 2020. Glossier Instagram. [Viewed on 6th April 2020] Available from: https://www.instagram.com/glossier/?hl=en HENNINGER, C. et al., 2018. Sustainability in fashion : a cradle to upcycle approach. Basingstoke, Hampshire: Palgrave Macmillan HETHORN, J. and C. ULASEWICZ, 2015. Sustainable fashion : what’s next? : a conversation about issues, practices and possibilities. 2nd ed. London: Fairchild Books HINES, T., 2013. Supply chain strategies : customer-driven and customer-focused. 2nd ed. London: Routledge HYKEN, S, 2017. Personalized customer experience increases revenue and loyalty. [Viewed on 7th April 2020] Available from: https://www.forbes. com/sites/shephyken/2017/10/29/personalized-customer-experience-increases-revenue-and-loyalty/#7705a4c24bd6 MAURIELLO, V, 2020. Glossier goes wholesale. [Viewed on 4th April 2020] Available from: https://www.gartner.com/en/marketing/insights/daily-insights/glossier-goes-wholesale. MILK MAKEUP, 2020. About us. [Viewed on 6th April 2020] Available from: https://www.milkmakeup.com/about-us.html SPROUT SOCIAL, 2019. Sprout social index. [Viewed on 8th April 2020] Available from: https://media.sproutsocial.com/uploads/Sprout-Social-Index-2019.pdf MILK, 2020. Milk makeup Instagram. [Viewed on 6th April 2020] Available from: https://www.instagram.com/milk/?hl=en NASH, E, 2020. Our favourite Glossier products you need to try right now. [Viewed on 4th April 2020] Avaiblable from: https://www.glossybox. co.uk/magazine/2020/02/15/favourite-glossier-products/ ROGERS, C, 2018. Why direct to consumer beauty brand Glossier is ripping up the marketing playbook. [Viewed on 1st April 2020] Available from: https://www.marketingweek.com/glossier-ripping-up-marketing-playbook/ STRUGATZ, R, 2019. Inside Glossier’s first major retail partnership. [Viewed on 1st April 2020] Available from: https://www.businessoffashion. com/articles/beauty/inside-glossiers-first-major-retail-partnership. TSEËLON, E., 2014. Fashion and ethics. Bristol: Intellect WEISS, E, 2020. Hi, welcome to Glossier! [Viewed on 1st April 2020] Available from: https://www.glossier.com/about.