This Glenageary home with a charming double-height extension is on the market for €1.875 million
This Glenageary home with a charming double-height extension is on the market for €1.875 million

Megan Burns

Surrogacy: ‘As soon as I lay a foot on Irish soil I become a legal stranger to my son’
Surrogacy: ‘As soon as I lay a foot on Irish soil I become a legal...

Amanda Cassidy

Cuffing season is upon and singletons need to know what to look out for
Cuffing season is upon and singletons need to know what to look out for

Christina McLoughlin

Children are becoming less resilient and it is because of our parenting style
Children are becoming less resilient and it is because of our parenting style

Amanda Cassidy

These 4 Sofia Coppola films are the dreamy escapism we need right now
These 4 Sofia Coppola films are the dreamy escapism we need right now

Jennifer McShane

Am I supposed to feel joy over a PowerPoint presentation?
Am I supposed to feel joy over a PowerPoint presentation?

Esther O'Moore Donohoe

Nowstalgia: beauty’s most forward-thinking trend? Looking back
Nowstalgia: beauty’s most forward-thinking trend? Looking back

Holly O'Neill

Here’s how to maximise your annual leave in 2022
Here’s how to maximise your annual leave in 2022

Megan Burns

What’s coming to Netflix this November
What’s coming to Netflix this November

Lauren Heskin

The reality of being a single mother by choice: ‘I conceived my son with a sperm donor’
The reality of being a single mother by choice: ‘I conceived my son with a...

Amanda Cassidy

Image / Beauty

Why Glossier is THE brand for millennials


by Hannah Hillyer
19th Feb 2019
Why Glossier is THE brand for millennials

Has there ever been a brand more on the millennial pulse than Glossier? Not only does it have some of the most Instagram worthy packagings out there, but it also has a sense of humour. Unlike some makeup powerhouses in the industry, Glossier manages to be both funny and deliver quality products (I now can no longer live without Haloscope) in a non-traditional way.

With such a young founder, Emily Weiss behind the wheel, whose success began with a career at Vogue before launching the popular blog Into the Gloss, Glossier was always going to do well. What the brand shows us is, that not only do you need products that work, but now we want a brand that has personality too. With so many options out there to choose from, we need a little more than just a good lip balm, we want a brand we believe in.

Related: Over-plucked? Here’s how to encourage your natural eyebrows to grow

With millennial pink packaging, it already looked the part but it’s Glossier’s customer service (dubbed the gTeam) that has won it such a devoted fan base. High engagement on Twitter as well as frequently re-sharing customer images and tweets across social media has created a strong relationship with customers. Ideas and innovative ways of using products are recognised and celebrated across their channels, making the consumer feel involved. Ultimately it’s because the company know that their customer’s interactions online are what really help to sell their products.

Here are just some examples of why Glossier literally are the bomb-dot-com;

I wanted to write this piece because a friend of mine came home recently to find her dog Bailey had chewed up her Glossier Boy Brow, a modern day tragedy. After my friend tweeted this (like any millennial worth their salt) Glossier responded by giving her €5 off her next Boy Brow purchase! Only a brand that re-tweets memes would be able to relate make-up and dogs in such a way, and they do this without customer service scripts and by just by having warm and personalised conversations with customers.

 

It’s not just reimbursing people for their destructive dogs that people love about the brand, but also how they love any original ways in which their products are used. One, in particular, is the brainwave of hole punching the top of a Balm-Dot-Com so it could attach to keys. They re-tweeted it, and had thousands of responses of others doing the same (myself included).

Possibly the most shared image of all is pictures of sunsets online tagged as ‘Glossier sunsets’. They mirror the colours and textures of their famous Cloud Paint blushers, thus resulting in them creating a billboard-sized ad of a ‘Glossier sunset’ taking inspiration from their customers Instagram feeds, you can’t get more engaged with your audience than that can you?

With the brand’s popularity showing no signs of slowing down, we really hope they can keep this unique and friendly voice, as this is partly what makes them feel so modern and of the moment. But in the meantime do try and keep your fluffy friends away from your boy brow, ok?

Header Image: Glossier.com

Also Read

Why Glossier is THE brand for millennials
BEAUTY
The five beauty products to know used backstage at London Fashion Week

Behind every great fashion show beauty look is a team of experts using the latest and greatest in beauty to...

By Holly O'Neill

Why Glossier is THE brand for millennials
BEAUTY
Ouai x Byredo is back with more scented haircare

Ouai x Byredo has returned for a second collaboration with more luxurious scented haircare.Ouai and Byredo was a beauty collaboration...

By Holly O'Neill

Why Glossier is THE brand for millennials
BEAUTY
Homemade hair masks you can make using ingredients in just your kitchen cupboard

Protect your hair from heat and weather damage with these amazing homemade hair masks that can be made in your...

By Lauren Heskin

Why Glossier is THE brand for millennials
BEAUTY
Is Meghan Markle launching her own beauty brand? The signs point to yes

Rumour has it that Meghan Markle could be launching her own beauty brand soon. While nothing has been confirmed (yet!),...

By Sarah Finnan

Why Glossier is THE brand for millennials
BEAUTY
These 4 key products will save your dry skin this winter

Does anyone else’s skin currently feel like sandpaper? At this time of year, dry skin is sadly the norm –...

By Jennifer McShane

Why Glossier is THE brand for millennials
BEAUTY
Eight simple rules for learning how to get the hair you want

Melanie Morris shares eight simples rules to learning how to achieve the hair you’ve always wanted. Listen Listen to your...

By Melanie Morris

Why Glossier is THE brand for millennials
BEAUTY
The greatest under-eye masks for dark circles and de-puffing tired eyes

Itchy eyes from allergies? Stick these under-eye masks in the fridge for instant soothing. These are the greatest under-eye masks...

By Holly O'Neill