Week 15- Glossier Taking A Risk


A direct to consumer beauty brand that has a high customer return rate. They have an Instagram following of 1.6 million and a long line of customers waiting at their pop up shops. The demand is not because of a low supply but because customers feel like the company has created the products for them. All of Glossier's product is created with customers in mind an especially their feedback. Ali Weiss is the Senior Vice President of Marketing at Glossier and she did not come from a typical marketing background. She takes an unconventional marketing approach and it is working. It takes an unconventional approach to build a customer-centric beauty brand like Glossier. 

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