Last week, the back-to-basics, digitally native beauty brand, Glossier launched a new brand; Glossier Play. Naturally, we couldn’t be more excited to ‘touch, hear, swatch, and play with what’s to come’.
But putting aside our obsession with the brand, Glossier is once again ripping up the marketing playbook to create a brand that was an immediate overnight success. With this in mind, VerriBerri, Essex beauty marketing, reveals three social media marketing lessons we have learned from Glossier Play.
If there’s one thing Emily Weiss’ team is great at, it’s content marketing. But unlike its sister brand, Glossier Play created a secretive social media strategy in order to create excitement and hint at what the new product range would be. Five-second videos of a textured Glossier logo allowed the brand to gain 20,000 followers on Instagram in the first week.
As a result of this, Glossier Play teaches us that being creative and thinking outside the box is essential for ensuring your social media campaign is a success.
Millennials now make up the majority of beauty consumers. As a result of this, brands are now connecting to them by tapping into conversations about social and gender equality. On the brand’s launch day, Glossier Play partnered up with Troye Sivan to front the new beauty range. The inclusion of Sivan in their campaign highlighted an increase in male representation in beauty advertisements, which in turn was met with a positive response from consumers.
While Glossier Play is dramatically different from its sister brand, that doesn’t mean it didn’t borrow a few ideas from the Glossier playbook. Glossier Play chose to largely ignore offline marketing and focus on extensive use of user-generated content in order to showcase and sell its products. This not only allowed Glossier Play to convey its identity and values but increase brand awareness.
While we all wish we could work from the Glossier Playbook, there is no ‘one size fits all’ when it comes to beauty PR. If you would like to know how a beauty PR and Marketing agency can help grow your business, get in touch with VerriBerri today on 01376 386 850.