Product details

Product details
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Case
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Reference no. 9-521-S20
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2022
Version: 22 October 2019
Revision date: 14-Aug-2024

Abstract

This is a Spanish version. Glossier's proclaimed strategy was 'born from content, fueled by community'. The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world's first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier's rapidly scaling brand community. While the community's support had emerged organically in the past, the team was now debating whether the company's next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.
Location:
Size:
50-500 million; Start-up
Other setting(s):
2018

About

Abstract

This is a Spanish version. Glossier's proclaimed strategy was 'born from content, fueled by community'. The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world's first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier's rapidly scaling brand community. While the community's support had emerged organically in the past, the team was now debating whether the company's next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.

Settings

Location:
Size:
50-500 million; Start-up
Other setting(s):
2018

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