Glossier: Co-Creating a Cult Brand with a Digital Community

1. Problem definition
Glossier is a company operating in a beauty sector, totally relying on digital platforms and
sales, putting high emphasis on direct-to-consumer operations. In 2018 the company was able to
raise $52 million and is faced with numerous options to invest that amount. Although, the company
is motivated to conduct its whole business online, it is uncommon in the beauty sector, therefore
investing more into physical presence is a central question of the further expansion of Glossier.
Additionally, one of the company’s core values is the customer-oriented approach, new forms of
driving sales through loyal customers are considered, while there are concerns about the ability of
the company to continue to be as inclusive with costumers as before. Several advertising tools,
such as paid media, influencer marketing or sales representative are also discussed by the
management of the company. In the following section I would like to analyse the opportunities
Glossier has to utilize the investable money. …