In the past few months, beauty and skincare brand, Glossier, has expanded from the United States, into Ireland, Sweden, Denmark and will be making a debut into France this October. Slated to enter Germany by 2019, the four-year-old brand has expanded internationally in just four years. Four years is a very short time to have created a flourishing national customer base let alone an international one. So how is it that Glossier has been able to expand exponentially? Give a big thanks to social media, Instagram is at it again.
Influencer-brand relations are some of the most important in today's marketing strategies. Fun fact about me, this is actually what helped me find my way into my career of public relations. Because nearly everyone is on social media, brands have adapted a marketing strategy that is more honest, real and connecting via social media platforms. When real people are hearing honest opinions about products it can mean a lot to business prospects. Business of Fashion recently reported, "The company has raised over $86 million to date. Glossier’s most engaged consumers have become powerful ambassadors. Some are unpaid, while more than 500 “reps” are rewarded with cash and shopping credits. The word-of-mouth strategy has helped keep promotion costs down when entering new territories."
These ambassadors range from micro-influencers with just 1,500 followers to established influencers with millions of followers. The reason smaller followings are still important is because even if that influencer only has a thousand plus followers, that is a thousand plus people hearing an honest opinion, and these smaller accounts usually have a very trusting relationship with their followers. Glossier's marketing team has developed a large trusting fan base by incorporating social media users to feel like they are a part of developing and growing the brand, and it is definitely working.
With pop-up shops in the UK and Canada generating large incomes for the brand, their eagerness to expand into these countries continues to grow. The new challenges Glossier will face when trying to be a completely international brand include the language, shipping preferences and e-commerce penetration, that are similar to those in the United States. Where as pharmacies and convenient stores are the go-to stop shop for beauty products in France, in the United States we have developed entire brands like Sephora and Ulta to supply us our beauty needs. Though Glossier may face some new obstacles for such a new company, we have a feeling they are going to be just fine.
FSU's Premiere Fashion Magazine