‘How Glossier has used Instagram to create a cult following’ – Econsultancy
Nikki Gilliland says, “From Estee Lauder to Clinique – the biggest beauty brands in the world have been heavily building on their digital presence over the past five years, particularly on social media.
In contrast to this, one of the most talked-about new brands on the block, Glossier, has been built on digital from the very start.
Now with over 320,000 followers on Instagram, it has attracted a loyal and dedicated customer-base in just two years since its launch.
Here’s a bit more on how it has used the platform to build hype and engagement with beauty consumers.
From blog to ecommerce brand
Glossier was founded by Emily Weiss – a former styling assistant for Vogue and the founder of the online magazine Into the Gloss.
Borne out of the realisation that most beauty brands were out of touch with how women interacted with make-up – Into the Gloss focuses on giving relatable advice and insight into the beauty routines of famous faces”.
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