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“Skincare and beauty products inspired by real life” |
Founded: 2014 in New York, USA
Category: E-Commerce Primary office: New York, USA Core technical team: New York, USA Status: Private Employees: 210 Amount raised: $186.4 million (5 rounds – March 2019) |
OVERVIEW
PERFORMANCE METRICS
ACHIEVEMENTS
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Sells
- Beauty and makeup products – skincare, makeup, body care and fragrance
Channels
- Omni-channel e-commerce website (Desktop, mobile apps)
- Partners with large beauty departmental stores – Nordstrom, Sephora, etc.
- Intense customer engagement through social media, “Into the Gloss” blog, flagship stores, brand influencers
- Affiliate marketing – customer referrals
- Available in 7 countries (US, Canada, France, UK, Ireland, Sweden, Denmark)
Competencies
- Founder-led Management team
- Big data Analytics, Artificial Intelligence & Sentiment analysis
- Strategic user co-creation in product development and value proposition
- Millennial and younger generation-focused product development and engagement
Resources
Assets
- CEO/Founder, Emily Weiss, former beauty blogger with professional experience in large luxury beauty brands
- Headquartered in New York with global offices in Seattle, Canada, UK
- 106 registered trademarks/patents
Processes
- User-friendly omni-channel platform for seamless shopping experience.
- Rewards program to drive engagement and loyalty
- Intense social media engagement and customer referral program (Representative program)
- gTeam – dedicated customer service available to customers anytime, anywhere
- Creates products that customers wish existed – rather than being expert driven
Priorities
- Grow diversified and skilled workforce
- Increase product offerings
- Drive cross-border operations
Assertions That Best Describe What the Company Did to Scale Early, Rapidly & Securely
- Enable power users to help improve the company products and services using the internet
- Enable users to participate in the rapid development of company products and services
- Offer rewards that satisfy customer needs for recognition of their loyalty
- Sell online using a variety of online and offline promotional channels to increase the number of new customers and the retention rate of existing customer
- Increase value by arranging and directing a community comprised of groups that are external and internal to the company and connect everything needed to scale
- Increase market share by applying digital technology to brand, market, sell, and service customers more cost-effectively than competitors
- Increase the company’s value by continuously seeking and receiving funding to support the company’s plan to scale and improve its image in the marketplace
- Continuously improve the user interfaces and applications that directly influence the entirety of the customer experience including personalized content, quality messaging, and the delivery and returns process to increase sales
References
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Berger, S. 2019.Glossier: how this 33-year-old turned her beauty blog into $1billion dollar brand. [online]. CNBC Make It. https://www.cnbc.com/2019/03/20/how-emily-weiss-took-glossier-from-beauty-blog-to-1-billion-brand.html
- Crunchbase. 2019. Glossier. https://www.crunchbase.com/organization/glossier#section-funding-rounds
- Danziger, P. 2018. 5 reasons that Glossier is so successful. [online]. Forbes. https://www.forbes.com/sites/pamdanziger/2018/11/07/5-keys-to-beauty-brand-glossiers-success/#256b1c1d417d
- Glossier website. https://www.glossier.com/
- Owler. 2019. Glossier. https://www.owler.com/company/glossier
- Turk, V. 2020. How Glossier turned itself into a billion-dollar beauty brand. [online]. Wired. https://www.wired.co.uk/article/how-to-build-a-brand-glossier
Contributors
- Yinka Olanrewaju-Olawepo