Essay Sample on Brand Exploratory

Introduction

Glossier is commonly known for being the first makeup brands that established itself by using social media. The CEO of Glossier, Emily Weiss, used her website to have beauty insider asking her readers on weighing in all aspects of her makeup and skin care company and offer a forum that the clients would communicate and exchange recommendations with other fans of beauty. Unlike other CEOs, Weiss was a member of the consumer community that she had leveraged by making use of inbound creation of digital content, social media, and marketing. Through the use of social media marketing, there is the creation of a distinct competitive advantage (Lee & Lee, 2012). By making use of the real-time reviews and feedback of Glossier brands customers, the company developed a great beauty line. Glossier is widely known for tailoring a product which fit the needs of its shoppers and through staying closely connected to consumers helps them in fulfilling the fundamental demand which other competing brands are overlooking. By making use of social media platforms such as Instagram, Glossier can have direct access to its target market consisting of millennial and women between ages 23-45. The users of these social media platforms that Glossier uses give market research free which is essential to creating of young startup although there are a few cash reserves. Given that the CEO of Glossier was a beauty influencer with much experience, she aimed at launching the company's products to the existing social media fans. This was important for feedback generation which ensured publicity of the beauty products by the company.

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The other way that the brand has created a distinct bond with their clients and promoted its credibility is that Glossier has also featured other brands on their website and Instagram by emphasizing on its role as being an advisor to its clients instead of just promoting a product.

Glossier is widely known for supporting female empowerment, promoting the natural beauty of women instead of hiding it. The approach of product development utilized that is based on the company's presence in social media and its interaction with beauty insiders and customers (Guthrie & Kim, 2009). Glossier significantly interacts with most of its clients, gets to understand who they are as well as identifying what they want and develops new products which are following the customers' needs.

The millennial brand has found gaps in the beauty market, and there is a need to fill the gaps with the products which are undergone thorough testing (Khraim, 2011). Glossier made use of the opportunity indicating that there were no many products found on the markets which enabled people to attain the same glow they had from their face or their body.

The messaging of the brand behind Glossier is an essential line for an everyday girl. Glossier's modern and simple packaging and the down-to-earth message is against a notion of unattainability that most beauty brands usually exude. Glossier normally steer images that are heavily photo-shopped and make use of models such that they look just like the usual looks which can be attained easily. The beauty brand usually encourages women to start celebrating the uniqueness about who they are which is reflected in their adopted business model (Yeon Kim & Chung, 2011). The business line is not overwhelmingly saturated as Glossier releases products slowly into the market with the assistance it acquires from its audience. Glossier is widely known for tailoring a product which fit the needs of its shoppers and through staying closely connected to consumers helps them in fulfilling the primary demand which other competing brands are overlooking.

Millennial are known to buy most of the Glossier products that other age groups are accounting for the majority of their sales (Eze, Tan, & Yeo, 2012). The millennial consist of 50.5% of the Glossier customers compared with the 33.2% of skincare and makeup buyers for the other brands. The pricing of Glossier is affordable. The pricing of the products by Glossier ranges from $4 to $65. This price is affordable as the pricing of other brands ranges from $18 to $325.

Glossier Company went viral by being attributed as a digital winner through incorporating content creation and social media which made the company rise to instant cult status. This helped in creating the cultural heritage adopted y Glossier. Instead of having Glossier imposing its marketing strategy on its users, Glossier allows its consumers to dictate how they would want to be involved in the marketing and development process. As a result, this develops an authentic culture of interaction between the brand and its customers and establishes a value for consumers through providing engagement and advice in the entire process (Parsons, 2013). Glossier can capture value in the form of real-time feedback as well as customer stickiness that is beyond the selling of cosmetic products. The creation of a digital platform by Glossier manifests its space that it has for its society to interact with its brand.

References

Eze, U. C., Tan, C. B., & Yeo, A. L. Y. (2012). Purchasing cosmetic products: A preliminary perspective of Gen-Y. Contemporary management research, 8(1).

DOI: https://doi.org/10.7903/cmr.10149

Guthrie, M. F., & Kim, H. S. (2009). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.

Khraim, H. S. (2011). The influence of brand loyalty on the cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3(2), 123. Retried from https://www.researchgate.net/profile/Hamza_Khraim3/publication/271313216_The_Influence_of_Brand_Loyalty_on_Cosmetics_Buying_Behavior_of_UAE_Female_Consumers/links/565c2edc08ae4988a7bb63db/The-Influence-of-Brand-Loyalty-on-Cosmetics-Buying-Behavior-of-UAE-Female-Consumers.pdf

Lee, I., & Lee, K. (2012). Social shopping promotions from a social merchant's perspective. Business Horizons, 55(5), 441-451. https://doi.org/10.1016/j.bushor.2012.04.001

Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of marketing studies Journal, 17(2). Retrieved from https://www.abacademies.org/articles/amsjvol17no2-2013.pdf

Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47. https://doi.org/10.1108/07363761111101930