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    Glossier

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    Seif Mohamed
    - Weiss suggests that 60% of women are influenced by peer recommendations when purchasing beauty products, and these recommendations do not need to be in-person. - Glossier's core value is empowering its audience to build the first truly significant beauty brand through community and peer relationships, rather than traditional advertising. It also aims for inclusivity by offering affordable, high-quality products. - Glossier's product prices range from $12-38, making them more affordable than other luxury beauty brands.

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    Glossier

    Uploaded by

    Seif Mohamed
    229 views2 pages
    - Weiss suggests that 60% of women are influenced by peer recommendations when purchasing beauty products, and these recommendations do not need to be in-person. - Glossier's core value is empowering its audience to build the first truly significant beauty brand through community and peer relationships, rather than traditional advertising. It also aims for inclusivity by offering affordable, high-quality products. - Glossier's product prices range from $12-38, making them more affordable than other luxury beauty brands.

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    - Weiss suggests that 60% of women are influenced by peer recommendations when purchasing beauty products, and these recommendations do not need to be in-person. - Glossier's core value is empowering its audience to build the first truly significant beauty brand through community and peer relationships, rather than traditional advertising. It also aims for inclusivity by offering affordable, high-quality products. - Glossier's product prices range from $12-38, making them more affordable than other luxury beauty brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    229 views2 pages

    Glossier

    Uploaded by

    Seif Mohamed
    - Weiss suggests that 60% of women are influenced by peer recommendations when purchasing beauty products, and these recommendations do not need to be in-person. - Glossier's core value is empowering its audience to build the first truly significant beauty brand through community and peer relationships, rather than traditional advertising. It also aims for inclusivity by offering affordable, high-quality products. - Glossier's product prices range from $12-38, making them more affordable than other luxury beauty brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    video case questions:

    1) What percentage of women does Weiss suggest buy new beauty products due to peer
    recommendations? Do these recommendations need to be face-to-face from a friend?

    Answer:

    Weiss mentioned the fact that 60% of women claim that peer-to-peer recommendations are
    the main factor in their decision to purchase or test a new beauty product.
    These referrals don't need to come from face to face because, as Weiss said, it's not just two
    people sitting across from one other at brunch; instead, it's someone they watched on YouTube
    or something they saw on Instagram. As a result, it's a highly shareable issue. Instead of using
    more conventional advertising formats, Glossier heavily utilizes social media to market its
    products. The strategy has been successful; Glossier's Instagram page has 2.7 million followers,
    and Into the Gloss is still active with a very engaged readership, averaging two million unique
    visitors per month.
    2) According to Weiss, what is the core value of Glossier as a company and how does this
    differ from traditional beauty brands?
    Answer:
    The goal of Glossier as a business is to empower its audience to cooperate in building the first
    truly significant beauty conglomerate. Compared to conventional cosmetic companies, Glossier
    places more of an emphasis on developing its own community and peer-to-peer relationships.
    Moreover, the inclusivity of Glossier, which enables women to purchase a high-quality product
    for their skin at a competitive price when compared to the costs of luxury goods.
    3) What is the price range of Glossier’s product line and how does it compare to other beauty
    brands?

    Answer:

    The price range of Glossier ‘s products is between (12 $ - 38 $) and when compared with the
    high prices of other luxury brands, Glossier's products are quite acceptable and reasonable for
    all categories of women.

    4) Does Glossier pay celebrities to endorse their products? Why or why not?

    Answer:
    Glossier does not pay celebrities to promote their product lines, they don't believe in putting all
    of the bags in one bucket, and in this new era where influencers are replacing movie stars, they
    believe that each and every one of their customers is an influencer. For this reason, in their
    latest advertising campaign, non-model women of all different races, skin tones, and weights
    were used.
    5) What does Weiss mean when she says that Glossier’s brand and brands of the future will
    be “co-created”?
    Answer:
    The Glossier ecosystem exists and thrives on a symbiotic relationship with a consumer, and
    Glossier thinks that every single one of its customers is an influencer. As a result, Glossier and
    its customers will collaborate to establish a brand, and we can say that Customers' involvement
    at every stage of the product lifecycle has been largely responsible for Glossier's success.

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