From Blog to Brand
What was the name of the beauty blog that gave birth to Glossier?
What is Into The Gloss?
What phrase describes Glossier’s strategy of combining digital content and community?
What is “born from content, fueled by community”?
what is owned media?
What is content a brand controls itself, such as its website, blog, or social media channels?
Where did they open a showroom?
SoHo
Who founded Glossier?
Who is Emily Weiss?
What did Emily Weiss say mattered most: Glossier’s own authority or consumers’ voices?
What are consumers’ voices?
what is earned media?
What is unpaid publicity a brand receives through word-of-mouth, social media shares, or press coverage?
What company does Glossier view as their biggest future competitor?
In what year did Glossier officially launch its first products?
What is 2014?
What kind of customer content and media did Glossier encourage with hashtags like #itgtopshelfie?
What is user-generated content and earned media
what is paid media?
What is advertising a brand pays for, such as social media ads, TV commercials, or online banners?
Which beauty retailer wanted Glossier in their stores, offering to 10x revenue but cut margins by 40–50%?
What is Sephora?
Before launching products, what was Into The Gloss’s main source of revenue?
What is advertising revenue from beauty brands?
What did Emily Weiss compare to a “pilgrimage,” where customers could engage with Glossier in person?
What is visiting the Glossier showroom?
Which type of media did Glossier rely on most in the early years: owned, earned, or paid?
What are owned and earned media?
What is peer to peer marketing?
When the customers are telling other customers which products to use.
What made Into The Gloss unique compared to traditional beauty media?
What is a community-driven beauty media
How many products did Glossier launch based on the feedback from the into the gloss community in 2018?
26 products
How did community R&D work?
They asked the customers about what products they wanted and ind collaborations they developed new products with customers
What is professional influencer program?
When they wanted to pay influencers content, when promoting Glossier