Glossier launched in 2014 as an e-commerce, direct-to-consumer makeup and skincare brand aimed at millennial women. From the start, Glossier’s founder Emily Weiss built a strong digital community around the brand. But after the company received its first major round of funding, Glossier was ready to scale up its marketing spending. The challenge: How to do that while also preserving the brand’s all-important authenticity?explains how to think about marketing when scaling a business.
Drawing from her business case on Glossier, Avery breaks down how their management team incorporated paid micro-influencers to grow their brand value without undermining their credibility. She also explores how Glossier leveraged their existing community to engage new customers.HBR On Strategy curates the best case studies and conversations with the world’s top business and management experts, to help you unlock new ways of doing business. New episodes every week., case studies and conversations with the world’s top business and management experts, hand-selected to help you unlock new ways of doing business. Glossier launched in 2014, as an e-commerce makeup and skincare brand aimed at millennial women. From the start, Glossier’s founder Emily Weiss built a strong digital community around her brand. But after the company received its first major round of funding, Glossier was ready to scale up its marketing spend ing. Can it do that while preserving the brand’s all-important authenticity? Today, we bring you a conversation about how to think about marketing when you’re scaling a business – with Harvard Business School senior lecturer Jill Avery. In this episode, you’ll learn how Glossier’s management team incorporated paid micro-influencers to grow their brand value without undermining their credibility. You’ll also learn how they leveraged their existing community to engage new customers.BRIAN KENNY: 532 billion. That’s how much we spent in 2019 in search of beaut