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.