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Marketing Plan for Glossier.

Authored by:

Maria Sanchez, 12/15/2021, msanchez16@njcu.edu

Created and Presented by:�Maria Sanchez, Marketing Major, 2022 Graduate

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Cr. Glossier., Instagram acc.

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Executive Summary & Introduction

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  • Began as a community blog, “Into The Gloss” in 2010 in new york by Emily Weiss
  • Created Glossier in 2012, all purchase inquiries was through instagram direct messages
  • 2014 launched first products. 40 products (fragrance, body care, skincare, and clothing)
  • Currently one of the top online beauty brands. Revenue over $100 mil
  • Trying to accomplish inclusivity, diversity, and true beauty
  • “Skin first, makeup second”
  • Currently trying to transition and implement a B2B business model post Covid-19 and post flagship store in NYC 2018
  • Newly opened retail stores in Seattle, Los Angeles and London (as of 12/9/2021)

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Problem Statement(s)

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  • WIll they maintain e-commerce beauty industry dominance?
  • Can Glossier expand Globally?
  • Product development is pertinent…
  • Can sales associates practice what Glossier preaches?

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Hypothesis Formulation

  1. Male Industry

3. Shade Range

2. Product portfolio

If Glossier develops a new product line, the male audience will be more inclined to learn about the brand as well feel comfortable enough use Glossier makeup to express themselves.

If Glossier establishes a better shade range, then people of color will be more inclined to learn about the brand as well as purchase more from their makeup line.

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If Glossier develops a bolder makeup line with high coverage formulation and vibrant colors, “Gen Z” will be more inclined to purchase makeup from Glossier

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Vision & Mission Statement

Give the community a voice through beauty; by building products, growing the community, and making informative decisions in inclusive and customer-centric ways.

Glossier

Showcase the values that Glossier holds; inclusivity. This will open doors for overdue conversations in the beauty industry

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New Marketing Plan

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S.W.O.T Analysis

  • E-commerce dominant
  • Email promotion and sign up through website and social media
  • Inclusive values
  • Quality upholds price point
  • Into the Gloss blog establishes brand community and image. Consumer relations are built through this along with strong social media presence.
  • Light-wear cosmetics for the new generation, on -the-go

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  • Shade range for “Stretch Concealer” and “Perfecting Skin Tint”. Other brands such as Fenty Beauty are prided and renowned for their wide and inclusive shade range.
  • Model range. Not much showcasemen of older models, male models or those with “troubled skin”
  • Light-wear makeup focuses, so there are next to no full coverage/strong makeup items.

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  • (Retail) Permanent store locations
  • “Body Hero” line product development
  • “GlossiWEAR” line product development. Mix and merge beauty and fashion.
  • Creation of a “bold” beauty line as opposed to competition, as they are formulating lightwear foundations to cater to the younger generation.
  • Re-introduce “Glossier Play”. Try to re-align Glossier core values within this bold makeup line.

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  • Limited shade range
  • Website crashes/glitches
  • Price Point
  • Established retail stores. Ex. Ulta,Sephora, L’Oreal,
  • Other e-commerce beauty brands. Ex LimeCrime, Milk Makeup, Sephora, Fenty Beauty
  • Limited marketing outside of social media outlets(i.e tv spots, commercials)

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Competitor S.W.O.T Analysis

  • Widespread distribution. Multiple store locations
  • Over 100 cosmetic/skincare products (variety)
  • Established for over 100 years. (Founded in 1909, Paris, France)Thus having brand recognition
  • Established in many forms of the beauty industry, (hair, skin, body, makeup)
  • Inclusive shade range for foundation and concealers.
  • Too many subdivisions (active cosmetics, professional products, luxury products, and consumer products)
  • Luxury items are priced highly, while there are other products in the beauty market that are essentially the same at a lower cost.
  • Website navigation is flawed
  • L’Oreal Men’s Expert line is not being further developed upon
  • Beauty Babble program not marketed outwardly to influencers
  • Product samples
  • Theres is less focus on the segments, Hair colouring (10.6% sales), Fragrances (9.0% sales), Other/bodycare (4.4% sales)
  • Natural and organic products are on the rise
  • New market potential. Market segmentation (Generation Z)
  • Little development in the hair care segment
  • Weak online presence
  • No established app or loyalty reward system
  • E-commerce competitors (Glossier, Fenty, LimeCrime)

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Market Segmentation & Target Market

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Glossier target market

New Target Market

Males, ages 17-25, lower-middle income, interested in beauty/skincare who value Glossier’s inclusivity

Females between the ages of 16-25 who have a lower budget but also appreciate high-quality products that support progressive ideals such as sustainability, social justice, and body positivity.

  • 69%of boys aged 9 to 17 use beauty products
  • 44% percent of boys aged 12 to 17 use facial products and perfume or cologne

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Unique Selling Proposition (USP)

Glossier did not need to face the challenge of transitioning towards B2C model. (Digitally Native)

Market using mainly non-models and different audiences

Focus on Service Dominant (S-D) logic: Co-Creation & Co-Dependency

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Digital Campaign Name: “.” -> “!”

Communication Objectives:

  1. To educate its existing customer base and win new followers by promoting the ideas, reviews and content that existing customers create for them.
  2. To build awareness and brand appeal to the male audience
  3. Build awareness to neighboring markets and competitors that males in the beauty industry should not be overlooked.

Business Objectives:

  • Generate sales with the new “Oh Boy!” line

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Integrated Marketing Communication Strategy

“Oh Boy!”

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I.M.C Strategy (cont.)

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Activity/Tactics:

  • Email blast to all current customers as well as “Sponsored” emails to those not on a Glossier email list
  • Blog Post on “Into The Gloss”
  • Newley Curated digital advertisement starring all males
    • Displayed on social media (Instagram,TikTok,etc)
    • Run as a tv spot within a 10 second window
  • Implement hashtag (s)
    • #OhBoy
    • #OhBoyGlossier
    • #BoysOfGlossier
    • #BoyBeauty

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I.M.C Strategy (cont.) (Product Portfolio Development)

Activity/Tactics: Expand product portfolio with new “Oh Boy!” campaign collection. All new products will have the campaign slogan on the side.

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  • New fragrance: pale blue packaging
  • New skincare: Chapstick, different texture, not so much a gel u have to squeeze out, but a thick formula so it seems more familiar to the male market
  • Expand “GlossieWEAR” clothing line:
    • Sweatshirt is very popular, so make another in a pale blue with campaign slogan with pockets and hoodie
    • Also a sling bag to “redeem” the low-selling new product, ‘Holiday beauty bag’.
  • Market current products like boy brow and concealers in more shades for the inclusivity factor

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I.M.C Strategy (cont.) (Product Portfolio Development)

Examples*

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Role of Technology & Automation

  • The use of social media in a technological forward time is imperative.
  • Community engagement and growth a seen by “Into The Gloss”
  • All insight will come from and will go back into the internet. All insight was from blog workers in “Into the Gloss”
  • Social Media Takeover by those who wrote the article, “What it’s like to be a Guy at Glossier.”
  • PPC advertisement

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Marketing Plan for Glossier.

Authored by:

Maria Sanchez, 12/15/2021, msanchez16@njcu.edu

Created and Presented by:�Maria Sanchez, Marketing Major, 2022 Graduate

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Thank you!