Latest / Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners / How Glossier Built a Brand on Customer Co-Creation
Transcript
- Lucas: So Luna, we talk a lot about brands that shout their message from the rooftops. But today I want to talk about a brand that basically built its marketing by handing the microphone to its customers. Luna: You mean Glossier? Because I feel like that's the poster child for customer co-creation. Lucas: Exactly. And I think the story starts even before Glossier was a brand. It starts with a blog called Into The Gloss, which founder Emily Weiss started in 2010. Luna: Right, the blog that basically became a beauty bible for a whole generation. Lucas: And what made it so powerful was that it wasn't just reviews. It was interviews with editors, celebrities, and everyday women about their beauty routines. It was authentic conversations. And Weiss was listening to every single comment, every single question. Luna: So when she launched Glossier in 2014, she already had this massive community that felt invested in her. Lucas: Yeah, and she didn't just use them as a sounding board. She used them as co-creators. The very first product, the Milky Jelly Cleanser, was developed based on what readers said they wanted in a cleanser. Luna: That's a bold move. Most companies do market research behind closed doors, then launch with a big ad campaign. Lucas: Right, and Glossier flipped that. They said, 'Here's our community, they're telling us what they need, let's build it.' And it paid off in a huge way. Luna: I remember reading that they hit one hundred million in sales by 2018. That's just four years after launch. Lucas: And a big part of that wasn't just the products. It was the marketing engine they built around the community. They encouraged customers to share their own photos, their own routines, using the hashtag #glossier. Luna: So user-generated content became their advertising. Lucas: Exactly. And they didn't just repost it. They featured real customers on their product pages and social media. They made their customers the face of the brand. Luna: There's something about seeing someone who looks like you, not a model, that just builds trust. It makes you think, 'That could be me.' Lucas: And it's not just about the marketing, though. They also used their community for product feedback. They had a Slack group with superfans, and they'd test early prototypes with them before launch. Luna: That's like having a free focus group that's actually excited to help. Lucas: Yeah, and that excitement translates into word of mouth. These superfans would then go out and evangelize the brand to their own networks. Luna: And I think the key is that it wasn't a transactional thing. It wasn't like, 'Here's a discount, now promote us.' It was genuine co-creation. Lucas: Absolutely. And the results speak for themselves. Glossier was valued at one point at one point eight billion dollars in 2021. Now, the beauty industry is crowded, but they carved out this niche by making customers feel like they were part of the brand's story. Luna: So, Lucas, if someone listening is running a small business and can't imagine building a whole community from scratch, what's the takeaway? Lucas: Well, first, you don't need to start with a blog. You can start with a simple question on your social media, like 'What's the one thing you wish our product could do?' And then actually listen to the answers. Luna: Yeah, and even if you can't co-create a whole product, you can co-create content. Ask your customers to share photos of them using your product. It's a low-barrier way to start. Lucas: And the key is to make it about them, not you. Glossier never made it about Emily Weiss. They made it about the Glossier girl, the customer. Luna: I think that's why people were so loyal. They felt seen. Lucas: Exactly. And that loyalty is something you can't buy with ads. It's earned through genuine connection and collaboration. Luna: Before we wrap up, I want to say something. If you're getting value from these episodes, the reason we can keep them ad-free is because of listener support. If today was useful, maybe consider buying us a coffee at buy me a coffee dot com slash fexingo. Lucas: Yeah, it really does help us keep doing what we love. And honestly, it's a small way to say thanks for the content you're getting. Luna: Alright, back to Glossier. One thing I love is that they also had physical stores that were designed to feel like a community hub, not just a retail space. Lucas: Oh, totally. Their stores were Instagram-worthy, with that pink aesthetic, but they also had a 're:Glossier' wall where customers could write feedback. It was like a physical extension of their online community. Luna: It's smart because it blurs the line between shopping and belonging. Lucas: And it creates content. People would take photos at the store and share them online, which just keeps the marketing flywheel spinning. Luna: So, looking back, what's the one lesson you'd want our listeners to take away from the Glossier story? Lucas: I think it's that your customers are your best marketers if you give them a reason to care. Glossier gave them a seat at the table, and in return, they became evangelists. Luna: And that's a strategy that can work for any brand, no matter the size. Lucas: Exactly. So next time you're planning a campaign, think about how you can invite your customers in, not just broadcast to them. Luna: Great advice. And if you want to dive deeper into any of the tactics we mentioned, check out the show notes for this episode. Lucas: Thanks for joining us today. We'll see you next time.