Skin First. Makeup Second. This is the motto for up and coming skin care and makeup company, Glossier. The company was founded by Emily Weiss in 2010 as an online beauty blog, “Into The Gloss.” Weiss’ blog’s popularity soared which prompted her to quit her job as a fashion assistant for American Vogue and pursue beauty as a full-time gig. Finally in 2014, Emily Weiss started “Glossier,” and the rest is history.
While the company is relatively small, only selling around 30 products, the products have an insanely high following rate. While the number of products available to purchase is a large part of the company’s minimalistic approach, they have recently started to branch out to other ways to back this ideal. Glossier is a digital native brand, therefore their online presence is just about their entire key to success. However, recently the brand began to open a limited number of retail locations, and by limited, I mean two stores, henceforth sticking to the “less is more” idea. This was a smart move for the company due to the fact that they were able to post on all platforms about their store openings and encourage customers to stop by. However, if one does not live near where 1 of the 2 stores are, the repeated posting of all of their products in the store makes a customer head to their website and purchase the product there.
A final takeaway from this tactic done by Glossier is the fact that most brick and mortar stores are fading away but opening a store front when the company does not have any can help immensely with the company’s marketing as well as promote brand awareness and buzz.