Glossier

Marketing Strategies

MKTG 183
Professor Munson

Lauren DeNiro| [email protected] | (347)-525-3618

Sara Groetelaars | [email protected] | (401)-965-1063
Laura Korngiebel | [email protected] | (503)-941-8064
 Table of Contents

Table of Contents 1
I. Executive Summary 2
II. Introduction 4
III. Consumer Decision Making Process 5
IV. Research Objectives 11
V. Methodology 13
VI. Major Recommendations and Implementation 14
VII. Appendix 17
VIII. Sources 28

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 I. Executive Summary

Within problem recognition, Glossier successfully sets themself apart from competition

while providing unique industry solutions. The first strategy we analyzed was their emphasis on

natural beauty. Glossier continually uses real people with varying skin conditions and skin tones

to show the diversity of beauty. As this resonates with many customers, we recommend

continuing this diversity as they build more physical stores. Thus, our first future marketing

strategy is to hire a diverse range of employees to work in-store that mimics their online

marketing. We additionally touched on the strong community Glossier has built via social media

and how that builds brand loyalty. Glossier successfully incorporates consumer wants and

reviews into their products by using their blog and Instagram. Our next strategy is to to focus on

building out other social media channels to increase consumer engagement and to further create

products in-line with consumer preferences. The last aspect we evaluated was the cosmetic

industry’s high pricing, an active consumer problem. Through our survey we found almost 95%

of respondents place high importance on price, making Glossier’s strategy valuable to

consumers. Thus, our first future marketing strategy is to implement details on pricing into

Glossier’s ads to demonstrate affordability.

We also looked at information search, and Glossiers current marketing strategies within

this category. The first strategy we analyzed was their social media presence. Glossier has a huge

social media presence, especially on Instagram. Glossier's target market is millennials, so using

social media to market their brand is very beneficial. Glossier does a great job at this, posting at

least once a day on their instagram. They have ambassadors who promote their product, and

consumers are encouraged to post for a chance to be featured. Our future marketing strategy is to

continue with the strong presence on social media, but also to do more unique events like going

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on live with Ambassadors to be able to connect even more with consumers. The next strategy

that was analyzed is Glossiers interactive content. Engaging content keeps consumers (new or

old) connected with Glossier. Glossier has an option on their website to take a skin routine quiz,

giving suggestions to which products would work best for the specific consumer. Glossier also

has an option on their website to see multiple different women with different skin tones and

types, so a consumer can imagine which product/ shade would fit best with their skin, and a

section where you can see looks in real life. My recommended marketing strategy would be to

put a new tab on the website so consumers can clearly see these looks in real life, and are able to

“try on” the product virtually. Lastly, we analyzed their reviews. Their reviews are very

accessible, which allows consumers to understand how other consumers liked the product and

gain more insightful information. 92% of consumers believe suggestions from friends and family

more than they do advertising, and our Survey showed that consumers fully trust their families

and friends. I suggest that Glossier creates a campaign where consumers can talk freely with one

another, on a different platform than instagram, and ask each other questions about their

experiences.

Lastly, we looked at how Glossier can improve the alternative evaluation stage of the

consumer decision making process. We recommend that Glossier move the entire brand or select

product lines into retail stores, such as Sephora, Ulta, or cosmetic sections of department stores.

First, we looked at how Glossier measures and understands how customers use evaluative criteria

for cosmetic products. It is important that Glossier accurately highlights product and brand

attributes that align with those that customers regard with high priority. Glossier can market

these attributes on in-store product displays and posters that would easily grab customer

attention. We also looked at the concept of how Glossier can use surrogate indicators for quality.

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People often associate high price with high quality, so for Glossier, it may be difficult to

adequately convey an attribute that represents brand/product quality. In order to continue

promoting the idea that natural looks and wearing makeup are not mutually exclusive, Glossier

can use clear skin as a surrogate indicator of makeup quality. By using a series of advertisements

and products denoted with “Dermatologist Recommended” labels, Glossier products will stand

out amongst competitors. The final concept that we analyzed, which explains why it would be

beneficial for Glossier to move into retail stores, is the consideration of metagoals. For

customers with low purchase involvement who want to engage in little external search for

products and product alternatives, product availability in stores will make purchases more

convenient and more enticing.

II. Introduction

Glossier was founded in 2014 on the belief that beauty is built through community.

Unlike its competitors Glossier first started as a blog, collecting consumer insight, feedback, and

preferences to create products in-line with their wants and needs. A customer-centric view has

allowed Glossier to build a vast online community unlike anything in the makeup industry. After

six years, the company was already valued at $1.2 billion and amassed an Instagram following of

over 1.6 million. Glossier, popular amongst millennials and younger demographics, takes the

approach of “skin first, makeup second,” to create an inclusive and democratized standard of

beauty. The company sells both skincare products, like face wash and lotion, and makeup

products for your face and eyes, as well as fragrances. Their makeup is typically lightweight in

feel and very minimal as to enhance the customer’s natural features. Glossier is sold primarily

online through their website, however they have two flagship stores in New York City and Los

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Angeles. By cutting out middlemen retailers, Glossier is able to offer lower prices than high-end

makeup and skincare brands, but superior quality than drug store makeup and skincare brands.

As a primarily digital company, Glossier uses social media heavily for advertisement and

receives a ton of free marketing as consumers engage with the company via social media.

Overall, Glossier has redefined the beauty industry in their disruptive and innovative digital

approach. Additionally, they have changed the way consumers define beauty while creating an

online community of brand loyal customers.

III. Consumer Decision Making Process

Problem Recognition

Unlike many of its competitors, Glossier’s approach to cosmetics is “skin first, makeup

second.” This distinction challenges the industry’s belief that beauty is standardized by

producing lightweight, clean products that enhance one’s natural features. Glossier consistently

uses real people in their advertisements to convey this position, celebrating diversity instead of

uniformity. Through this strategy Glossier targets the inactive consumer problem of social

acceptance and confidence derived from wearing heavy makeup. In turn this influences the

consumer’s desired state to feel beautiful in their own skin. Glossier additionally uses a diverse

range of people in their ads: men and women of all nationalities with varying skin conditions.

While Glossier successfully markets the desired end result, minimal makeup and clean skin, their

current strategies fail to advertise how this is achieved. Glossier uses clean, natural ingredients in

their products to support healthy skin, however this is hardly if ever mentioned in their ads. In

future advertising, we recommend a small statement in each ad validating the simplicity and

cleanliness of their products.

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 The second problem Glossier tackles is leveraging social media to interact with

consumers. Company founder Emily Weiss explained, “the beauty industry wants to keep the

power in the hands of the brands and not the customer” and do so by minimizing the consumer

voice, making them feel like cosmetic novices (Maras, 2018). Conversely, Glossier seeks to learn

from its consumers by interacting with them through social media. For example they leveraged

their blog Into the Gloss for product analysis when sourcing their moisturizer to understand

consumer preference between a jar or pump. They received over 300 comments and ultimately

changed their initial decision of using a jar based on the feedback. Additionally, Glossier

promotes consumer reviews through their social media, effectively increasing their positive

word-of-mouth reputation. In our survey we found that consumers place higher value on

recommendations and reviews from friends and family than salespeople. Thus, Glossier’s

promotion of consumer reviews builds trust and brand loyalty. In future marketing strategies,

Glossier should branch out to other social media sites like Twitter and YouTube to increase

interaction with consumers and gather additional feedback.

The third problem Glossier targets is providing affordable pricing. Typically, a higher

price denotes high quality, however it shrinks a company’s target market. As this directly

conflicts with Glossier’s mission towards inclusivity, they position themselves in between

high-end and drugstore cosmetics. According to Rakuten Intelligence, Glossier’s average price is

somewhere between $12 and $30 and according to our survey, most customers are willing to

spend only $25 or less on most makeup items. Additionally, consumers typically only spend

$173 yearly at Glossier, but when shopping at other cosmetic companies the number increased to

$233 (Miyahira, 2019). Despite having lower prices, consumers may not be aware of this fact

unless on Glossier’s website. Another way in which Glossier implements its low price strategy is

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through marketing bundles where consumers can buy a set of products for a collectively lower

price than their individual markups. In their future marketing endeavours, Glossier should

incorporate pricing into their ads to initiate selective problem recognition amongst consumers.

As consumers place high importance on price, this information could lead to increased purchases

and initiate the purchase decision.

Information Search

Information search involves mental as well as physical activities that consumers must

perform that take time, energy, and money. The extension of search depends on the consumer's

purchase involvement, which is a major determinant of the type of decision process consumers

engage in. When a consumer is looking into products, they will ask themselves “what features do

I want?” or “which product will fit my needs the most?” External search tends to dominate in

extended decision making, and consumers will tend to gather information about each brand and

use their emotional considerations to decide.

When it comes to skincare products and makeup, it is hard to trust and buy online

because you have no idea how it will make your skin feel or if it will fit with you. As a skin

brand like Glossier, they have to position themselves in a way where they can encourage

consumers to buy their products over others. Glossier's information search is very strong, and

they give a multitude of ways to understand their products, and have the consumers picture

themselves with their products.

The first key concept that relates to Information Search is their social media presence.

Having a strong social media presence is very important to Glossier because it is the most

popular brand among American millennials, and millennials use social media heavily. The

current marketing strategies Glossier uses is being very active on instagram. They post at least

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once a day, either promoting a new product, showing ambassadors use their products, or

engaging with their followers for feedback. They have a strong following on instagram, and

people are encouraged to post and use their hashtags to have a chance to be featured on their

page. In order to maintain this current marketing strategy, I recommend that they use instagram

live to talk with ambassadors and answer questions more personally. This will help consumers

who are on the fence to purchase products.

Another key concept Glossier emphasizes in regards to information search is their

interactive content. They have a multitude of engaging interactive aspects to their brand. For

example, on their website they offer a skin routine quiz, where they assess what products would

work best for the specific consumer. Also, when browsing through the products on Glossier’s

website, you are able to see different models for each shade of the product. Each shade shows

women from an array of skin tones/ skin types. This helps consumers get a better understanding

of what they are looking for. They also have a part on the website called “Looks IRL” (in real

life), which links to ambassadors and customers with the makeup on. This is important to

information search, because it provides so many different aspects into buying a product. One

suggestion would be to put a tab on their website called Looks IRL so it is more accessible and

easier to find.

The last aspect/ key concept relating to Glossier and information search is their reviews.

Word of mouth is very important for recommendations of a product. Consumers trust their

friends and family with the boat. 92% of consumers believe suggestions from friends and family

more than they do advertising. Our survey showed that consumers fully trust their families and

friends, and then secondly influencers. Because of Glossiers ambassador program, people are

able to relate and see real people promoting their product. This strengthens the brand identity.

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Their marketing strategies are very effective, and promote the product in a way that consumers

can have connections to the brand. They show reviews on their website for each of their products

but I recommend that they should create a platform where consumers can talk with one another

to talk about their experiences. Consumers receive homeostasis utility when restoring

equilibrium to their positive or negative experiences, and venting their experiences.

Alternative Evaluation

During alternative evaluation, also known as consumer choice, consumers can have a

difficult time making decisions and experience choice overload if presented with an abundance

of alternatives. It is important that marketers understand the products in their target market’s

evoked set and learn how to make their product stand out as the best choice. This is an

especially important task for Glossier because it is an online brand, and consumers are exposed

to a variety of alternatives.

Glossier must first measure and understand how customers use evaluative criteria related

to makeup and skincare products. These criteria and the importance that customers place on

them affect which brands consumers will select for purchase. So, it is important that Glossier

asks consumers and understands which criteria they use when purchasing makeup and skincare

products. With this understanding, the company can develop and communicate the appropriate

brand features that align with their products and the attributes that customers desire.

Finding out the importance that consumers place upon certain product attributes can be

difficult, but Glossier currency uses direct methods to learn some of this information. The blog,

“Into the Gloss,” is a two-way communication channel for editors and readers to share their

opinions about products and provide feedback. Glossier also has extensive review sections under

each product, where customers can rate likes and dislikes. The company should continue to

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implement these current marketing strategies but also has the opportunity to create more online

forums for conversation and feedback. Glossier can create an app dedicated to both shopping

and customer-to-customer communication in order to continue improving upon their

understanding of customer preferences.

To help customers in the alternative evaluation stage, Glossier should also use/continue

using unique surrogate indicators for quality. Consumers typically desire more functional

attributes in products, such as cost and quality. So, Glossier must use one of their unique product

attributes that is indicative of quality, since they do not have high prices (a typical indicator of

high quality) or physical representation in stores. It can be difficult for marketers to promote two

variables that customers believe to be mutually exclusive. Glossier promotes the idea that

natural looks/clear skin is not mutually exclusive with wearing makeup. To market the idea that

these two variables can actually go together, Glossier uses normal, everyday women as models

for their products, rather than models who consumers may associate with photo-shop and plastic

surgery. Glossier should continue with this method of product advertising and campaigning, but

they can further extend their efforts to make clear skin seem possible while wearing makeup.

Campaigns can heavily advertise “Dermatologist Recommended” products, and Glossier can

work to get products featured on sites where people typically search for makeup products that are

safe for skin. This unique product feature may make customer’s decisions easier when choosing

between makeup products across brands.

Lastly, Glossier should consider metagoals while devising marketing strategies.

Oftentimes, customers do not always have to find the “optimal brand” set as their main objective

when buying a product. Customers may be considering other factors, such as convenience, when

making a decision–especially when there is low purchase involvement. Some people purchasing

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makeup products want to engage in little external search and will choose whatever product

readily available that satisfies their need. Since Glossier is a digital brand, the company runs

product advertisements on social media and their website and depends on their referral program

to attract more customers. It would be beneficial for Glossier to make their entire brand, or

certain product lines, available in retail cosmetic stores, such as Sephora and Ulta. By doing this,

Glossier can also offer rewards for making purchases, such as a point system that works toward

earning free products or samples. Glossier will be in a much better position relative to

competition in the eyes of consumers who prefer shopping for makeup products in-store.

IV. Research Objectives

Problem Recognition

Chi Square Test

Objective: Determine whether certain age groups are more likely to purchase online

Ho: Age and preference for shopping online are independent

Ha: Age and preference for shopping online are not independent

Correlation Test

Objective: To determine what type of customer social media ads are targeting

Ho: p = 0 (There is no relationship between Variable 1 and Variable 2)

Ha: p > 0, (There is a relationship between Variable 1 and Variable 2)

Variable 1 = Consumer’s familiarity with Glossier

Variable 2 = Consumer’s likelihood of purchasing makeup from social media

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T-Test

Objective: Determine the most trustworthy source of information for cosmetic product

recommendations

Ho: uWFF-uWSP= 0, Women trust friends and salespeople equally for product recommendations

Ha: uWFF-uWSP=>, Women trust friends more for product recommendations than salespeople

Information Search

Chi Square Test:

Objective: Determine whether certain age groups are more exposed to ads on social media

Ho: Age and digital marketing engagement are independent

Ha: Age and digital marketing engagement are not independent

Correlation Test:

Objective: To determine the relationship between getting a recommendation from someone you

trust and buying on social media

Ho: p = 0, (There is a relationship between Variable 1 and Variable 2)

Ha: p > 0, (There is not a relationship between Variable 1 and Variable 2)

Variable 1= Likelihood to purchase cosmetic product after receiving a recommendation from

someone you trust

Variable 2= Likelihood of purchasing a cosmetic product from social media

T-Test:

Objective: To determine if millennials shop more at glossier than other generations

Ho: uWFF-uWSP=0, there is no significant difference between millennials and other generations in
terms of how many time they have shopped at Glossier

Ha: uWFF-uWSP=>, There is a significant difference between millennials and other generations in
terms of how many times they have shopped at Glossier

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Alternative Evaluation

Chi Square Test: Goodness of Fit

Objective: To compare shopping preferences of in-store shoppers and online shoppers

Ho: the frequencies of shoppers whose most preferred cosmetic stores to shop from for makeup

forms a uniform distribution

Ha: the frequencies of shoppers whose most preferred cosmetic stores to shop from for makeup

does not form a uniform distribution

Correlation Test

Objective: To determine if “lightweight” and “natural” are popular evaluative criteria for makeup

Ho: ρ = 0 (There is no relationship between perceived importance of being “lightweight” and

“natural”)

Ha: ρ > 0 (There is a positive relationship between perceived importance of being “lightweight”

and “natural.”)

T-Test:

Objective: To understand customer shopping preferences considering convenience

Ho: u (Buy from an ad) = u (Cosmetic store)

Ha: u (buy from an ad) > u (Cosmetic store)

V. Methodology

Survey Questionnaire Design and Preparation

Each group member conducted a pilot sample of our survey on a college-aged woman.

The survey is not limited to this demographic and can be applicable to other groups of people.

The three surveyed women provided insight that helped us make some basic, very helpful,

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changes between drafts. One major change included moving our demographic questions to the

end of the survey to avoid boringness and because these answers were not our primary focus.

Using the feedback from Draft 1, we decided to provide clarification in the wording of

our questions. We were repeatedly using the term “cosmetics,” which could seem unclear to

some people answering the questions. In Draft 2, we split up questions that used the word

cosmetics into two questions, asking separately about “makeup products” and “skincare

products.” We also provided some parenthetical examples for each product type. For example,

makeup products include lip gloss, concealer, face/eye makeup, etc., and skin care products

include facial wash, moisturizer, serum, etc..

We received feedback regarding clarification of our frequency questions as well. These

include frequency of wearing makeup, frequency of product purchase, etc.. For Draft 2, we

changed our questions to include the word “about” (i.e. about how many times) to ensure more

accurate estimates.

Lastly, we adjusted our questions to use matrix and slider formats when necessary to

improve ease of answering certain questions and to avoid repetition. Our final survey Draft 3

has 33 questions and takes approximately 5-7 minutes to complete. The survey primarily

focuses on questions about online purchasing of both makeup and skincare products, features

that customers prioritize in these products, and familiarity with Glossier’s brand.

VI. Major Recommendations and Implementation

RFMS: Problem Recognition

The most beneficial recommended future marketing strategy is to implement details on

pricing into Glossier ads. In conducting the survey, we found that nearly 95% of survey

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respondents care about price over other attributes such as brand and coverage. We believe this

information would attract new customers via social media that may be otherwise timid of buying

makeup online. This marketing strategy heavily targets customers engaged in limited decision

making, encouraging them to make a purchase decision based on a heavily-weighted attribute.

This strategy further bodes well for millennials and younger demographics who tend to have less

disposable income and are more inclined to try out a product based on price. As Glossier heavily

targets younger demographics, we expect to see increased traffic on the company website after

these changes are implemented. Although low price can sometimes be associated with lower

quality in the cosmetic industry, Glossier is backed by millions of consumer reviews praising the

quality. Thus, placing a higher emphasis on price is unlikely to negatively impact consumer

perception of the company.

RFMS: Information Search

The most significant recommended future marketing strategy that is most related to

information search would be to implement a new tab on their website. This tab would be called

“Looks IRL” or “Try it on.” This will let consumers know that they can test out their makeup

virtually. This tab will keep consumers on the Glossier website instead of searching for other

brands. Since buying cosmetics and beauty products online is risky for some consumers, this will

strengthen their confidence in ordering a product. To be able to see real life people using the

products, and picturing the product on themselves, the likelihood of purchase will be much

greater. Seeing others “IRL” enjoying the product, and being confident in the product will make

consumers want to feel the same way. Changing their website so this tab is at the forefront of the

website, will make it easier for consumers to click on it right away, instead of searching through

the website. Once again, it will prevent consumers from finding an alternative product.

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RFMS: Alternative Evaluation

The recommended future marketing strategy that is best associated with alternative

evaluation is for Glossier to move the entire brand or certain product lines into retail cosmetic

stores, such as Sephora and Ulta. While this transition from entirely digital to partially in-stores

would have cost implications, it also has the potential to attract new customers and retain

existing customers. When customers are considering a makeup or skincare purchase that is not

extremely significant, they are unlikely to research products and compare products extensively

online. In the same way, customers who make in-the-moment purchase decisions, such as

grabbing another product that appears attractive while shopping in Sephora, are also not

engaging in high-involvement purchases. These types of customers may have metagoals that

include convenience and simply satisfying a product need–not seeking out the best brand. If

Glossier has an in-store presence, customers may be attracted to the brand’s pastel color theme

and simple ad campaign photos. This may draw customers away from other brands with higher

or similar price-points that are inherently perceived as being high quality. Glossier will also have

the opportunity to present the brand as reliable by further implementing a rewards program,

combining both online and in-store purchases.

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 VII. Appendix

Appendix A: Draft #3 Final Survey Questionnaire

Link to Survey in PDF format:

https://drive.google.com/file/d/1erLcf8zko70LUzwuRLivPMbQqZCkdSY2/view?usp=sharing

Glossier Survey
Start of Block: Glossier Survey Intro

This survey aims to examine consumer preferences when shopping for makeup and skin care products, as
well as consumer familiarity with the brand Glossier.  Feel free to skip any question if you do not feel
comfortable answering.  This survey should take approximately 5-7 minutes to complete.  Thank you for
your participation.

End of Block: Glossier Survey Intro

Start of Block: Questions

For most products, do you prefer shopping in-store or online?

o In-store (1)
o Online (2)
Do you prefer shopping for makeup/skin care products in-store or online?
In-Store (1) Online (2)

Makeup (1) o o
Skin Care (2) o o

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How often do you shop for makeup/cosmetic products (i.e. lip gloss, concealer, face/eye makeup, etc.)?

o Weekly (1)
o Monthly (2)
o Multiple times a month (3)
o Yearly (4)
o A couple times a year (5)

About how many times per week do you wear makeup?

0 1 2 3 4 5 6 7

Click to write Choice 1 ()

How many times per week do you wear lip gloss?

0 1 2 3 4 5 6 7

  ()

How much do you trust the following people for skin care product recommendations (i.e. facial wash,
moisturizer, serum, etc.)?
Neither Trust
Do Not Trust Somewhat Mostly Trust
nor Distrust Fully Trust (5)
(1) Trust (2) (4)
(3)

Friends (1) o o o o o
Family (2) o o o o o
Salesperson
(3) o o o o o
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Influencers (4) o o o o o

How much do you trust the following people for cosmetic product recommendations (i.e. lip gloss,
concealer, face/eye makeup, etc.)?
Neither Trust
Do Not Trust Somewhat Mostly Trust
nor Distrust Fully Trust (5)
(1) Trust (2) (4)
(3)

Friends (1) o o o o o
Family (2) o o o o o
Salesperson
(3) o o o o o
Influencers (4) o o o o o

How likely are you to purchase a cosmetic product after receiving a recommendation from someone you
trust?

o Extremely unlikely (1)

o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Extremely likely (5)

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How likely are you to purchase a skin care product after receiving a recommendation from someone you
trust?

o Extremely unlikely (1)

o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Extremely likely (5)
If you were buying makeup for yourself, how important are each of the following characteristics to you?
Not important Slightly Moderately Very important Extremely
at all (1) important (2) important (3) (4) important (5)
You can
become a
brand o o o o o
ambassador (1)
Company has
a rewards
program (2)
o o o o o

If you were buying makeup for yourself, how important are each of the following characteristics to you?
Not important Slightly Moderately Very important Extremely
at all (1) important (2) important (3) (4) important (5)
Makeup looks
natural (1) o o o o o
Makeup is
lightweight (2) o o o o o

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About how many times per month do you shop for skincare products for yourself?

o Less than monthly (1)

o Once a month (2)
o Two to three times per month (3)
o More than three times per month (4)
About how many times per month do you shop for makeup products for yourself?

o Less than monthly (1)

o Once a month (2)
o Two to three times per month (3)
o More than three times per month (4)

About how many times per month do you shop for skin care products for other people?

o Less than monthly (1)

o Once a month (2)
o Two to three times per month (3)
o More than three times per month (4)

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About how many times per month do you shop for makeup products for other people?

o Less than monthly (1)

o Once a month (2)
o Two to three times per month (3)
o More than three times per month (4)
On a scale from 0-7 how much do you care about having a good skin care routine?
None at A little A A lot A great
all moderate deal
amount

0 1 2 3 4 5 6 7

  ()

Page Break
The next time you purchase makeup for yourself, what is your “intention to buy” from each of the
following?
Might or
Definitely Will Probably Will Probably Will Definitely Will
Might Not Buy
Not Buy (6) Not Buy (7) Buy (9) Buy (10)
(8)
Makeup from
social media
ad (1)
o o o o o
Makeup from
a cosmetic
store (2)
o o o o o
3 (3) o o o o o

How willing are you to buy the following products online:

Very Unlikely Somewhat Likely Very Likely

0 1 2 3 4 5

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 Face makeup ()

Eye makeup ()

Skin care ()

Page Break
Approximately how much money are you willing to spend on each of the following makeup products per
purchase for yourself?
A moderate
A little ($10 or A lot A great deal
None at all (1) amount
less) (6) ($26-$39) (4) ($40+) (5)
($11-$25) (3)

Lip Gloss (1) o o o o o

Mascara (2) o o o o o
Foundation (3) o o o o o

How familiar are you with Glossier?

o Extremely familiar (1)

o Very familiar (2)
o Moderately familiar (3)
o Slightly familiar (4)
o Not familiar at all (5)

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Have you ever seen a Glossier ad on social media?

o Yes (1)
o No (2)
o Not sure (3)
If you have seen a Glossier ad on social media, what characteristic do you remember most about the ad?

o Simplicity of the ad (1)

o Model using product (2)
o The product (3)
o Music played in the ad (4)
o Never seen a Glossier ad on social media (5)

How much do you like or dislike using Glossier's products?

o Like a great deal (1)

o Like somewhat (2)
o Neither like nor dislike (3)
o Dislike somewhat (4)
o Dislike a great deal (5)
Indicate the order of importance of these factors when shopping for makeup products:
Neither
Very Somewhat
important nor Somewhat Very important
unimportant unimportant
unimportant important (4) (5)
(1) (2)
(3)

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 Price (1) o o o o o
Brand (2) o o o o o
Coverage (3) o o o o o

Next time you buy makeup what are your intentions to buy from the following brands:
Definitely will Probably will Probably will Definitely will
Might buy (3)
NOT buy (1) NOT buy (2) buy (4) buy (5)

Glossier (1) o o o o o
Milk Makeup
(2) o o o o o

How many times have you shopped at Glossier in the past year?
0 1 2 3 4 5 6 7 8 9 10

Click to write Choice 1 ()

Of the following 3 cosmetic stores, which one is your most preferred to shop at when buying cosmetics?

o Glossier (1)
o Milk makeup (2)
o Sephora (3)
o Ulta (4)

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What gender do you identify with?

o Female (1)
o Male (2)
o Other (3)
How old are you?

o < 14 years old (1)

o 14 - 18 years old (2)
o 19 - 22 years old (3)
o > 22 years old (4)

What is your median income?

o <$15,000 (4)
o $15,001-$45,000 (5)
o $45,001-$90,000 (6)
o $90,001-$150,000 (7)
o >$150,000 (8)
What country and state (if applicable) do you reside in?

________________________________________________________________

About how many products are in your makeup routine?

________________________________________________________________

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About how many products are in your skin care routine?

________________________________________________________________

End of Block: Questions

Thank you for taking the time to take this survey.

27
 VIII. Sources

Beauty Tips, Trends, And Product Reviews. Into The Gloss. (n.d.). https://intothegloss.com/.

Deceuninck, Hanne. “Community Decoded: How Glossier's Community Strategy Works.”

Community Blog by TokyWoky, 12 June 2020,

blog.tokywoky.com/community-decoded-glossier.

Maras, Elliot. “Glossier Engaging Customers by Spurring Interaction, Communication.”

Www.retailcustomerexperience.com, 6 July 2018,

www.retailcustomerexperience.com/articles/glossier-engaging-customers-by-spurring-int

eraction-communication/.

Miyahira, Amanda, and Arye Zucker. “Glossier's Success, Nothing to Gloss Over.” Rakuten

Intelligence, 16 May 2019,

www.rakutenintelligence.com/blog/2018/glossiers-success-nothing-to-gloss-over

Ruff, Corinne. “Glossier's Customer Obsession Is about Stirring up Conversation.” Retail Dive,

21 Mar. 2018,

www.retaildive.com/news/glossiers-customer-obsession-is-about-stirring-up-conversation

/519604/.

Schiffer, Jessica. “How Glossier's GTeam Is Changing the Definition of Customer Service.”

Digiday, 26 Jan. 2018,

digiday.com/marketing/glossiers-gteam-changing-definition-customer-service/.

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Wedderburn, Olivia. “The Glossier Effect - The Power of a Community Led Social & Digital

Strategy.” Medium, Medium, 6 Mar. 2019,

medium.com/@olivia.wedderburn/the-glossier-effect-the-power-of-a-community-led-soci

al-digital-strategy-204cd6b1e37c.

29