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  • GLOSSIER

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    Vcitoria Dike
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    Glossier is a beauty company founded in 2014 that uses a direct-to-consumer model. It targets millennials and Gen Z, with 75% of its website users being female ages 18-24. While thriving in the US, Glossier is less known in the UK. To expand in the UK, Glossier should optimize its search engine and social media marketing, focus more on direct marketing in physical stores for millennials, and do more viral marketing to increase brand awareness and gain new UK customers, especially focusing on the Gen Z audience. Glossier should also learn from competitor strategies like ELF to increase its UK market share.

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    a short view of glossier

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    Glossier is a beauty company founded in 2014 that uses a direct-to-consumer model. It targets millennials and Gen Z, with 75% of its website users being female ages 18-24. While thriving in the US, Glossier is less known in the UK. To expand in the UK, Glossier should optimize its search engine and social media marketing, focus more on direct marketing in physical stores for millennials, and do more viral marketing to increase brand awareness and gain new UK customers, especially focusing on the Gen Z audience. Glossier should also learn from competitor strategies like ELF to increase its UK market share.

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    7 views5 pages

    GLOSSIER

    Uploaded by

    Vcitoria Dike
    Glossier is a beauty company founded in 2014 that uses a direct-to-consumer model. It targets millennials and Gen Z, with 75% of its website users being female ages 18-24. While thriving in the US, Glossier is less known in the UK. To expand in the UK, Glossier should optimize its search engine and social media marketing, focus more on direct marketing in physical stores for millennials, and do more viral marketing to increase brand awareness and gain new UK customers, especially focusing on the Gen Z audience. Glossier should also learn from competitor strategies like ELF to increase its UK market share.

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    © All Rights Reserved
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    of 5

    GLOSSIER:

    AN ANALYSIS OF ITS
    MARKETING
    STRATEGY.
    About
    • Glossier is a beauty company founded by
    Emily Weiss in 2014, with their current
    headquarters in New York, USA.
    • They operate using the D2C business model,
    where they do not need wholesalers or retails
    to distribute their products.
    • Their target market is actually millennials
    (Gen Y)
    • Although their target market is the millennials
    (Gen Y), have now expanded to Gen Z
    providing more eco friendly products and
    promoting trends that relate to them
    • Their audience website demographic shows a
    high percentage of female users (75.73%)
    within the ages of 18 and 24.
    Research method
    Primary Research

    Observation Focus groups


    GAP/POSSIBLE
    RECOMMENDATION
    Although glossier is thriving with its current D2C model (Reference?) with their target audience,
    their operations are streamlined to the US. They are not as known and valued as much in the
    UK. This would be explored more in the course of this research.

    Therefore they should optimize their SEO and SEM to target their UK customers to build better
    user experience for Gen Z in particular, and focus more on direct marketing in their physical
    stores for the millennials (Gen Y).

    Also they should do more viral marketing in UK to increase brand awareness and also gain new
    customers

    In addition to those, engaging in indirect marketing activities like referrals and introducing a new
    product that is versatile but more Gen Z oriented.

    Also find out what Elf one of their major competitors are doing better to have a higher market
    share in the UK.
    • More stores in other parts of UK and focus more on males since they
    have predominantly high ratio of male shoppers.
    • Currently run an operation where Francesca (2023) ….it first became
    available in the UK in 2017.
    • Recently upgraded to an inclusive strategy where they have the ‘boy
    brow’ which is still affordable (18 pounds).
    • It is available to shop online through the website and comes with a
    perk of free shipping with orders above 30 pounds. Infographics of
    what they wan to put out to the public There could be a campaign re-
    enfascising this but towards their male target audience.

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