Trailblazing an on-site social commerce model, the beauty company Glossier has broken the conventional rules of online shopping. Where traditionally most retailers and brands have focused their eCommerce ecosystem on breadth of choice, Glossier has brought a consumer-centric experience to life, offering breadth of connections.
A New Method to Lure the Customer
Taking the good of the in-store shopping experience, accounting for the bad, and adjusting to build the best place for customers to visit, learn, engage and shop in the world, Glossier has taken their brand out of the equation. Glossier's business model empowers customers to share their knowledge with other customers. Why? Because what a brand says about a product no longer matters. What matters is what the customers say.
Glossier’s original platform, intothegloss.com, provides a community for skincare seekers to connect with peers sharing similar needs within the world of beauty. Users can access interviews with ordinary people providing tips, tutorials and product reviews for a variety of brands across the category. Whether you want to know “How To Do Your Makeup In the Heat” or hear tips for healthier skin from an organic facialist, ITG serves as an authentic content haven.