In the fiercely competitive beauty industry, Glossier stands out as a cult favorite. It’s not just their minimalist packaging or millennial pink aesthetic that sets them apart. It’s their unique approach to customer feedback.
Founded by Emily Weiss in 2014, Glossier leveraged direct input from its community to build a brand loved by millions. For startup founders, Glossier's journey offers invaluable lessons on how to turn customer feedback into an indispensable asset.
How did Glossier do it? And what can you learn from their strategy to apply to your startup? Let’s break it down.
1. Build a Community Before a Product
Glossier started as a blog, "Into The Gloss," where beauty enthusiasts discussed products, routines, and trends. This blog didn’t just attract readers—it cultivated a passionate community.
When Glossier launched, they already knew their audience deeply. They weren’t guessing what people wanted; they had years of conversations to draw from.
Actionable Takeaway: Start building your audience and engaging with them before you launch your product. Use platforms like blogs, social media, or forums to understand your target customers’ needs and preferences.
2. Treat Customer Feedback Like Gold
Customer feedback wasn’t an afterthought for Glossier; it was at the core of their product development.
They didn’t rely on traditional market research. Instead, they asked their community what they wanted to see in new products. When the community requested more shades for their "Stretch Concealer," Glossier responded quickly, increasing customer loyalty and trust.
Actionable Takeaway: Actively solicit feedback from your customers at every stage—concept, development, and post-launch. Use tools like surveys, social media polls, and direct messages to gather insights.
Then, implement changes that show you’re listening.
3. Engage in Two-Way Conversations
Glossier's social media strategy is a prime example of two-way communication.
They engage with followers not just by posting content but by responding to comments, sharing user-generated content, and even reposting product reviews. This makes customers feel valued and heard, turning them into brand advocates.
Actionable Takeaway: Build strong, two-way relationships with your customers. Respond to comments, answer DMs, and show appreciation for user-generated content. This helps in creating a loyal community that feels invested in your brand.
4. Prioritize the “Hero Product” Strategy
Glossier launched with just four products but ensured they were top-notch.
One of these was the "Boy Brow," which quickly became a cult favorite. Focusing on a few exceptional products rather than a broad range allowed them to perfect their formulas and marketing strategy.
Actionable Takeaway: Start with a few high-quality products that meet specific customer needs. Prioritize quality over quantity.
Once you’ve established a loyal customer base, expand your product line thoughtfully based on customer feedback.
5. Use Content as a Key Marketing Tool
Glossier’s blog and social media are rich in valuable content. They offer beauty tips, tutorials, and behind-the-scenes looks at product development. This isn’t just marketing—it’s building a brand story and creating value beyond the products themselves.
Actionable Takeaway: Invest in creating content that resonates with your audience. This could be educational blog posts, behind-the-scenes videos, or user stories.
Content marketing not only attracts new customers but also strengthens relationships with existing ones.
6. Leverage Social Proof and User-Generated Content
Glossier excels at utilizing user-generated content (UGC). They encourage customers to share their looks and routines using Glossier products.
This UGC serves as authentic social proof and provides potential customers with real-life testimonials.
Actionable Takeaway: Encourage your customers to share their experiences with your product on social media. Repost their content, create dedicated hashtags, and feature testimonials on your website.
This builds credibility and trust in your brand.
7. Create a Seamless Omnichannel Experience
While Glossier started as a direct-to-consumer brand, they expanded into pop-up shops and physical stores. This approach allowed them to meet customers where they are, providing a tactile brand experience while gathering even more direct feedback.
Actionable Takeaway: If your startup is digital-first, consider creating physical touchpoints through events, pop-ups, or partnerships. These opportunities help deepen customer relationships and provide invaluable feedback that you can’t get online.
8. Stay True to Your Brand Values
Glossier’s brand ethos centers around the idea that beauty should be fun, approachable, and inclusive. They’ve stayed true to this message, which resonates deeply with their audience.
Consistency in brand values builds trust and helps maintain a strong brand identity.
Actionable Takeaway: Define your brand values early on and ensure every aspect of your business reflects them. From product development to customer service, consistency in messaging fosters trust and loyalty.
9. Iterate and Evolve
Glossier is not afraid to iterate on their products and strategies. They listen to customer feedback and make changes where necessary, even if it means discontinuing less successful products or tweaking formulas based on user input.
Actionable Takeaway: Be willing to pivot and adapt based on feedback and market changes. It’s better to refine your product and strategy than to hold on to something that isn’t working. Agile startups are the ones that thrive.
10. Turn Your Customers Into Brand Evangelists
Glossier’s community isn’t just made up of customers; it’s filled with brand evangelists.
By involving them in product development, showcasing their content, and consistently delivering on their brand promise, Glossier has turned casual shoppers into lifelong advocates.
Actionable Takeaway: Give your customers a reason to become advocates. Whether it’s through exceptional service, involvement in product decisions, or simply acknowledging their loyalty, turning customers into brand evangelists will propel your startup forward.
Glossier’s success story is more than just a case study; it’s a blueprint for startups aiming to create a brand that resonates deeply with its audience.
By prioritizing customer feedback, fostering community, and staying true to their brand values, Glossier has created a beauty empire built on trust and loyalty.
For startup founders, the key takeaway is clear: Listen, engage, and iterate. Build your brand with your customers, not just for them. That’s how you turn feedback into a formidable asset—and a thriving business.
