Customers First, Beauty Second

“Before we even make anything, we make it because we learned from our customers what they are missing, both from a brand and a product perspective, that will make their lives better,” said Henry Davis for Forbes.

Glossier is a popular beauty brand known for its natural products and social presence. With over 2.5 million followers on Instagram alone, their consumers keep growing. Besides their products, their social media accounts are doing something right. Let’s take a look at what makes their social media success.

The content posted between their various social media accounts showcases their products, customer reviews and memes. Regardless of the content, there is one thing that remains consistent throughout their platforms. I’m talking about everyone’s favourite word, engagement. It’s a different setting, nonetheless, it’s still important and exciting when it happens.

Photo by Polina Zimmerman on

Engaging with your audience online is important for many reasons, however not every brand can successfully interact with their audience to increase metrics. This is where Glossier gets it right.

With many platforms including Instagram, Twitter, TikTok etc. Glossier’s main focus is on Instagram. This is where they are consistent with their content, posting on a daily basis and interacting with their audience. Although they don’t have a specific platform for Q&As, they have done an excellent job commenting on posts helping their customers out with any problems. The most common interaction is Glossier telling their customer to look in their DM’s. This has made others aware that they do listen and act on their customer’s problems in order to fix them. I always enjoy seeing these interactions because acknowledgement with B2C goes a long way. I’ve had my fair share of these interactions with a company and I appreciate being heard the most.

As I previously mentioned, a company’s social media engagement is important because of the metrics you can increase by doing so. This includes:

  • Conversion rate
  • Brand awareness
  • Audience growth
  • Reach
  • CTR

Although Glossier has been successful with its online presence, I did notice three areas of improvement.

  1. With the abundance of questions, they get on a daily basis, having a separate Twitter or Instagram account would be beneficial. They could use these different accounts to answer any questions, post detailed tips & tricks about their products that their customers could find helpful. I believe having a separate account for this would free up their main accounts to focus on increasing their sales, as well as creating a welcome and engaging community for their customers to interact with.
  2. Scrolling through Glossier’s replies and likes, I’ve noticed that they have engaged with tweets that have their username in them. They have the potential to reach out to even more customers by listening to their brand name, products, industry and their competition. Not every tweet will contain Glossier’s Twitter handle. They could be missing out on upset customers or a potential new customer. Without knowing what their audience is saying (without being mentioned), they are unable to gain that loyalty and increase sales.
  3. On Instagram, I’ve noticed a lack of call to action. They utilize Instagram’s shop feature quite a bit on their posts, however, in their captions, there’s a noticeable difference that could easily be fixed. By simply using persuasive words, their audience will be more likely to increase the overall engagement rate. This could also help with future product and social development.

Overall, I applaud Glossier for their successful engagement throughout their social media presence. They have managed to keep the same voice throughout each platform, which ensures their brand values and mission is continuing to grow. Glossier is always in direct communication with their audience. This communication has ensured any of the needs or concerns of their audience are met. I’m not surprised their audience’s tone is always positive. Kudos Glossier.

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