Glossier (a play on the word dossier) doesn’t rely on celebrity ads or high-profile department store placements. Employees talk to customers directly—via email, social media, the company’s site—in a casual voice that young people understand. If there’s such a thing as designing a millennial approach for selling a product, this gets pretty close: real and unmediated, the antibrand brand. Read more at Wired.
Read More“For beauty brand Glossier, Instagram and blog comments aren’t cringeworthy fodder to be ignored. Instead, they served a surprisingly real purpose within the company when the team collected them to create its first face wash, the Milky Jelly Cleanser, launched on Monday.” Read more at Digiday.
Read More