Why did everyone want Glossier to fail?

Transcription for the video titled "Why did everyone want Glossier to fail?".

1970-01-01T01:25:04.000Z

Note: This transcription is split and grouped by topics and subtopics. You can navigate through the Table of Contents on the left. It's interactive. All paragraphs are timed to the original video. Click on the time (e.g., 01:53) to jump to the specific portion of the video.


Opening Remarks

Introduction - (00:00)

Hey you guys, Coco Moco here and today's episode is going to be a deep dive into this book Glossy which is all about the brand Glossier and its founder Emily Weiss. I have opinions on this, I think that the book documented the good and the bad so I'm really excited to get into all of that in this video and I also want to thank you guys if you are seeing behind me. I have my And I also want to thank you guys. If you are seeing behind me, I have my 1 million balloons. If you guys are watching on YouTube, I have some balloons behind me to celebrate hitting 1 million followers on TikTok. Thank you guys so much. I've wanted that for so long that I felt this weird relief when I hit it because I was like, that was my goal for like two years. And I'm like, now, like, I'm going to have to think bigger. And but I'm just savoring this moment right now for those of you that have found me until this point, until the new chapter begins, because I'm just so grateful. And now with that being said as well, I wanted to shout out my discord, which I'll have linked below in the show notes or on the YouTube description, because you guys just have such great discussions there. And I love sending like viral articles or viral things that are happening and I love just seeing like what you guys think I feel like we have good discussions where we're not always agreeing and stuff but that's what makes it so beautiful like with marketing there's never right or wrong answer and I wanted to shout out the reviews because we just got an influx of reviews for this podcast and I am so so grateful because I think it's the I'm learning how to grow the pod and I just flew to Austin to be on one of the biggest podcasts ever which I'm so excited about when that comes out but you guys can watch the vlog about it on my YouTube channel but I believe that reviews are one of the biggest deciding factors with like podcasts growing and I truly read all the reviews and I really take in all of the constructive criticism and I also love when you guys say what you like one of the reviews said that they really liked my solo episodes which meant a lot because I always feel like I have to have an interesting guest but if you guys really do love my solo episodes I want to keep doing more of them and they do tend to be some of the more listened to ones so maybe that's a sign you guys are on youtube thank you I read all your comments on youtube and I'm just so grateful I know we're gonna hit a hundred thousand eventually and I'm manifesting it so we are gonna do that now with all of that out of the way let's just dive into this book the book that up, it was trending, and that's why I wanted to read it.


Discussion On Glossier And Emily Weiss

The Glossy Book + Author - (02:20)

And I actually didn't even know that much about Glossier. Like I had heard of it. I didn't know who Emily Weiss was. I'd seen articles and kind of like these expose trending stories about it. But I don't know if it's like a New York City thing. I just had not heard of it, and I hadn't heard of the company culture that's talked about a lot here but it was a fascinating fascinating story I do think the book was a little premature I feel like Emily Weiss's story is still unfolding and so is the Glossier story and at the end of this I'm going to get into like things that I think they can do to kind of re-pivot and become like that cool brand again because it seems like the thesis of this story is that they were the cool girls and then they weren't and they kind of struggled to find their identity what is the book the book is called glossy and it's written by author Marissa Meltzer about Emily Weiss and the rise and question mark fall of glossier she said that she interviewed Emily Weiss four times throughout the duration but it seems they have a kind of odd dynamic during those interviews. She always talks about how quiet Emily Weiss was and that she wasn't super forthcoming with information. But again, I think that's one of those things where because she's a female founder, like people want female founders to be super open and inviting but she was super super private and the author even talks about how she never talks about her relationships but i'm like why why should she so that is the premise of the book and i just thought it was trending all over so i was like let me read it and see what i can learn i love biographies autobiographies un, unpopular opinion. I loved the book Girlboss by Sofia Amoroso and I feel like she got a lot of flack for kind of leaning into that word girlboss which I understand too. It's kind of this idea of like a loose idea of feminism that doesn't really encapsulate all of it so but it was still like such a good book and such a good story about nasty gal but they even mentioned like the fall of these girl bosses like sophia amaroso and how it kind of terrified emily weiss the interesting part what was emily weiss and why was she so special why did she really stand out she was a Teen Vogue intern and she was from an affluent neighborhood in Connecticut she was featured in a few episodes of The Hills with Lauren Conrad because at a certain point Lauren Conrad was a Teen Vogue intern and Emily Weiss was seen as like the overachieving intern that everyone wanted to be like she was super connected. She was super knowledgeable and super smart.


Emily Weiss - (04:38)

And so they kind of leaned into that storyline the first few times that Emily Weiss was on the show. However, they say that Emily Weiss detested and hated any story that covered her on the hills, anyone who would bring it up. And I think it's really interesting. And I think it was a foreshadow of who she would be which was honestly a pretty private person despite having a very public job and I think it's kind of badass that she refused to lean into the reality show storyline especially in the early 2000s and 2010s when people were making huge careers off of appearing on reality shows, even as like the sidekick. You saw Whitney Port from the Hills go on to have the city in New York City about her time. And it's just so interesting how Emily Weiss, I think, had this feeling, it seems, that she was going to be bigger than a sidekick on a reality show. Like she was going to launch something so much bigger than that and that she did. She was known at Teen Vogue as the intern that kind of had their finger on the pulse of what was happening and we will see that that seems to come true with her brand and the blog that she launched. She was regularly asked for her opinion from higher-ups, and before Teen Vogue, she interned at Ralph Lauren, and they said that Ralph Lauren at one point turned to her in a meeting to ask her opinion on something, which was super shocking to everyone because she was this new employee that was kind of like the intern and note-taker, but it meant a lot. but it meant a lot. They also say that her co-workers at the time felt like she was obviously cool and affluent and yet kind of distant and awkward. I think in the book they mentioned that like one person she interviewed, I will say something about this book too, she had a lot of like anonymous interviews, like a lot of anonymous sources, which again to me just felt premature. Like I felt like people weren't ready to talk about what had happened because people in the book hadn't fully processed what had happened because it's such a newer company. What was Into the Gloss? So Into the Gloss, which I had not heard of until I read this book, I really went into this book blind and just like super curious about everything.


Into the Gloss” - (07:15)

And I feel like my perspective might be interesting because I didn't have any sort of biases going into it. It almost seems like maybe the author again I think she did a good job but it did seem like maybe there were some biases there. Into the Gloss. It was a blog that was created by Emily Weiss when she was an intern at Teen Vogue and she did it on her downtime. They said that she worked super hard and would like go out of her way to interview women that she met through the fashion magazine or even like celebrities. A very common theme throughout this story is that she was very interconnected to affluent people and she would go into their this was launched in 2010 so before the rise of like get ready with me's and the alex earl and the youtubers that were doing it years before as well but she would go into their bathrooms in the morning she would usually film it on like weekends when they were free and she wasn't working and they would show her their makeup routine and it was such a popular series and in the book they say that it seems that Emily Weiss's ultimate goal was to make others feel seen and heard which is so interesting and that she really felt like with women every single woman had a different beauty routine and yet they were an expert in their own way but no one did anything the same and that she was really fascinated by that so she would spend the morning with someone while they got ready huge celebrities and i think they even said like kim kardashian was featured in it early on in her rise as well and she started a part of this blog called top shelf and she would photo their top shelf cabinet which was like the products that they used the most and then they would document what those products were and why they used them and that this series was so popular that other huge brands were trying to find ways to emulate it and they weren't even competing with Emily Weiss the Teen Vogue intern or the Teen Vogue the machine but they were competing directly with Emily Weiss the part-time weekend blogger who created like super super loyal fandom around this blog and I think with into the gloss we see the of course it was she wasn't the first person to ever document makeup or how people use it but she was able to put it in terms that the internet understood and I think that's really important and the internet at that time was Instagram which will also get into why I think that was part of their downfall and we're really seeing the downfall right now of a lot of like quote-unquote Instagram brands for a specific reason but she put this idea into terms that newer internet users understood and I would say now when you look at like cosmopolitan I think they have like a what's in the bag or maybe that's what they have there's like cosmo there's refinery you see vogue does these get ready with me routines now it's celebrities that are either doing their makeup or they're ending the night and taking their makeup off and it's these super viral videos and people will buy up the products that these celebrities have and talk about and it feels so reminiscent of what into the gloss created so she was able to really use her connections at Teen Vogue to get access to these people and they said that one thing about her is that she was super super persistent and she wasn't afraid to ask anyone any type of question which that actually makes me i'm gonna google right now her zodiac sign and aries that makes so much sense aries are always the first to do something and they are like so ambitious so she eventually left teen vogue to run this website full-time and it was a hit they also mentioned that she had a lot of pushback from people in her immediate circle at Teen Vogue or just other kind of interns that she was competing with or even higher-ups because again like at the time I feel like the internet was still it was this thing that Millennials had accepted and were using and this is kind of also the age of BuzzFeed which I had worked out for years but it was a rat's race to see who could monetize the internet and it seems that she was able to do that before even huge corporations because the wheels of corporate moves slowly and so the people around her felt a little bit of animosity because they felt like this was her way of trying to climb the ladder but like skip steps but what's fascinating is she wasn't even interested in that she ended up leaving Teen Vogue to run this website full-time and in that way she became her own celebrity now she came up with the idea to launch her own makeup line because they saw how popular their word of mouth was through this website. Like if she profiled a celebrity and they mentioned products on their top shelf, those products would sell out completely. So they wanted to find a way to like channel that energy into their own brand, which was smart. She launched the makeup brand in 2014. Mind you, she was 29 during this. And I think that also puts into perspective that she was so young during a lot of this.


Glossier - (12:47)

And they talk about that in the book, how she made some decisions that were flawed, like any founder and CEO, made some decisions that were flawed like any founder and CEO but that unlike other founders and CEOs this was her first job technically like she had never she'd interned at Teen Vogue she interned at Ralph Lauren she was like a babysitter um and she never had a real job but I also think that that was part of what we'll talk about mistakes that they had when it came to treatment of employees when she launched Glossier a huge part of this was finding investors to give money and a common theme throughout the book again is her connection to affluent people with a lot of money and they mention in it and i'm also going to talk about some celebrity name drops because it was they had some funny celebrity name drops out the book. But one of them was Carly Kloss specifically and how Carly Kloss, she is married to Kushner and he has a company that invests money in startups and brands. And she was able to get access to the Kushners through profiling Carly Kloss, the model in an into the gloss article and while that the Kushner's did not invest directly in glossier they introduced Emily Weiss to the woman who would eventually invest a ton of money in the beginning and really get it off the ground they launched the brand in 2014 and it really felt like it was before its time. They were selling products that kind of would lend to this clean girl trend that we would see emerge on TikTok years later in 2020 and 2021. In 2014 specifically, if you think about what was big on the internet at that time, it was like Jaclyn Hill doing a smoky eye or a glittery, colorful eyeshadow look. That was what was so big back then. Think about James Charles's colorful palette that was launched with Morphe. So there were this rising trend of really colorful lashes, really drawn on Anastasia brows. Anastasia went the complete opposite at that time and I always talk about that don't pay attention to the trend so you can emulate them pay attention to the trends so that you can give people something that they're not getting anywhere else and that is exactly what Glossier did launched four main products and one of their products that became like a hero product was Emily Weiss even said in an interview that she stayed away from heavy foundation products because she felt like if you get it wrong, it's really obvious on the face and that she wanted to go for more of a sheer and dewy look instead. However, they've been rightfully critiqued because they did not create an inclusive line of products for deeper and darker skin tones. And in the book, something that's really fascinating about where they talk about where Glossier went wrong is that Black women particularly are one of the highest paying customers in the beauty industry. They say that part of this could be because for years they weren't catered to when it came to finding a foundation that matched. And so they would have to buy multiple products but that they really weren't catered to until by a huge household name brand until the launch of Fenty Beauty in 2019 and that is something that they highlight is Glossier as being one of those companies that really kind of fell short and were slow to adjust what was Glossier as being one of those companies that really kind of fell short and were slow to adjust. What was Glossier doing at its height?


Glossier’s Height - (16:26)

So they had a huge office in New York City with a really competitive workforce. They said that many, many people wanted to work there and that the girls in the office were seen as cool. They even said that some employees had noted the prestige and interest from future employers if they had glossier on their resume another interesting fact that they i guess like it was more of a tidbit from the author but they said that part of like the virality of glossier when it was launched even now is the people don't know how to pronounce it is it glossier is it glossier and when it glossier? And when I told my mom that I was reading this book and I was going to be doing my upcoming podcast episode on it, the first thing she said to me was not, what did you learn in the book? What was it about Emily Weiss? She goes, how is it pronounced? So it was one of those things where I talked about this in a recent TikTok of there's this idea of controlled controversy in marketing and going viral and it's usually accidental people don't always do it on purpose but that some of the most viral or talked about like brands or videos or creators they will do something slightly off or something that feels incorrect and so much of what makes their videos viral is people correcting them in the comments and I feel like Glossier was one of those examples of people not even knowing like how to pronounce it was something that just made it so fascinating and it was like this social prestige if you were so familiar with the brand that you knew what it was and how to pronounce it but it made them such a disruptor in the industry and I I also think again, this is we're gonna do a whole thing on their downfall, but part, I don't think there was actually a downfall. I think that they had some hiccups, but anyways. So part of what made Gossier so different from other brands and a disruptor is that they didn't have a brick and mortar store for the longest time. They were a brand that would sell makeup online which if you think about that in theory seems so odd because you would think that you have to go into a store you have to try the products you have to like test them on your skin make it was also part of their problem was that like they didn't have a ton of foundations to try like you you either were gonna fit the brand or you weren't there were wait lists of 10 to 60,000 people at times trying to buy the brand in the products and so I think that also marks how glossier really grew and in a way almost like indirectly bit off more than they could chew because they didn't have the infrastructure yet to support the amount of people that wanted the products and wanted the brand. And in a way though, it also helped them build this kind of hype around it. And there was a procedure on being a customer that had gotten the brand. I think this is something that I feel like the Kardashians do a lot. The brand also began to launch brick and mortar stores and it started in New York City. And this is basically where a brand will create a storefront where you can like go in and they really wanted it to be this experience where people could touch the products and play with the products and try them on and they said that there would be lines looping around the block of any city that they went to and did a pop-up in or in New York City of people trying to get into the store but that they went to and did a pop-up in or in new york city of people trying to get into the store but that they would only let so many people in because they did want it to be that intimate experience and that's exactly what people would wait for but also go to these huge camps every year where all the employees would get to hang out and like any sort of employer that also becomes recreational yes it's great for community culture, but it led to this idea of clicks and like people feeling left out. And another way that the feeling of clicks was really fueled was through they would find employees in the office and handpick them to be the models in their campaigns for the products. And so, course it was this idea of like pretty privilege and people that were conventionally attractive were kind of climbing the corporate ladder quicker than others because they were also getting the privilege of being like the face on a billboard and that one employee that had a really bad interaction with their manager at Glossier that made them cry. It was this weird experience for them because they had to commute to the office the next day and they saw her face on a billboard outside the building. Another thing that Glossier did really good, of course, it was just their use of Instagram, which again, I think is part of their downfall in a way, question mark, because so many brands really blew up on Instagram. And yet now that Instagram isn't like the cool app to be on, the brands that associated their identity with that are struggling to really evolve. And so much of Instagram really, really celebrated and pushed in the algorithm. Models, celebrities, brands that were very, very one dimensionaldimensional I mean think about it it's a static photo and they talk in the book about how what was really viral about into the gloss is they kind of created these like I think they call it the shelfie the hashtag shelfie where you take a photo of someone's like table nightstand shelf in their bathroom and it's all of their products like thrown around and yet it's so thought out and methodical and very artistic the way they put the products in certain places. And so a brand that is super super one-dimensional though and thrives on an app that celebrates being one-dimensional is going to struggle when something like TikTok comes around where you have to be able something like TikTok comes around where you have to be able to talk to the camera. You have to be able to show multiple sides of yourself to stand out. And they also said that part of what made Glossier so huge online is Emily Weiss and the top employees, they would go through the hashtag Glossier and they would hand pick people from those posts to become models for the brand. So they would come in and do photo shoots. And so customers were becoming super, super aggressive when it came to posting about the brand and the chances that they would be picked. Before I get into some of their mistakes and kind of the downfall, I want to talk about some interesting celebrity name drops that were in this book.


Celebrity Name Drops - (22:40)

They said that Kylie Jenner, that one employee, again, it was another anonymous source. There were so many anonymous sources, which made me feel like the book was a little premature. But one anonymous employee said that they got effed over by a California manufacturer when they were dropped because they wanted to take on Kylie Cosmetics as a client instead and it put them back over six months. Now another one my favorite one I talked about this on TikTok I just thought it was so interesting was Apple Martin she's the daughter of Gwyneth Paltrow and she went into a Glossier store in New York City when she was a teenager she got a bunch of products and then her card declined at the register and they said she was just super indifferent shrugged it off and left the store and I thought that was so interesting because one I love that she wasn't the type of person to be like do you know who I am I should be giving it for free and it was also just weirdly refreshing to know that her card declined because like my card declines and I've been embarrassed about that but she they said she just like left so that was an interesting little tidbit they also mentioned how Reese Witherspoon wore a full face of Glossier makeup on a red carpet in 2017 which I'm guessing was like a brand deal I don't know for sure but I don't think anyone would know that she was wearing a full face of Glossier unless someone said that, like either Reese Witherspoon or the brand announced it. And how interesting would it be though if Reese Witherspoon, her production company, they take popular books and turn them into movies? It would be so interesting if this was turned into a movie eventually i do think they announced that it might be a series on netflix but i hope it's not like the girl boss series where it was such a boring dud now another one was serena williams they talked about the importance of serena williams showing up to the launch of the glossier store in new york city she posted a photo with em Emily Weiss that said bossed up and I also think that it's so telling that they were super eager to promote Serena Williams because they had obviously had rightful critiques about their shade range and maybe they were trying to show that they were open to having a better shade range. Another one, Carly Kloss, which I talked about, which I think Carly Kloss was just a anecdotal nod to the connections that Emily Weiss had and was so affluent in New York City, which again, if you think about that, like the idea of privilege and the idea of success and so much of that is also like not just based on work ethic or ideas it truly is being someone who has the financial and social means to have people bet on your ideas and have the downtime and free time to do so like I'm sure there were a lot of interns in New York City who could have launched an idea like into the gloss but they were also working like three other part-time jobs and only had time to sleep and like eat ramen and so I think that that was another example which I want to get into of where the mistakes were made now the the last celebrity name drop in here that really stood out to me was Olivia Rodrigo and I remember when this happened a few years ago she was announced as the face of Glossier but only lasted for eight months. So now we're going to go into kind of like some of what the book deems as where they made mistakes and also where I think that they made mistakes from a marketing perspective. One really big failure was they launched a makeup line called Play and it was an extension of Gl glossier but it was very glitter and color fueled but nothing really came of it and they ended up just closing it down um and not really like saying why or talking about it and the makeup though felt very reminiscent of what euphoria would then popularize so maybe it was just like ahead of its time another one was that emily weiss really wanted to launch an app They hired a really big tech team that had its own floor in the New York office and she was really indecisive like she never really knew what she wanted the app to be like was it going to be a Shopify?


Challenges Facing Glossier

Glossier’s Mistakes - (26:18)

Was it going to be a social app where people could post like Instagram? And then they just decided to stop it one day. It feels like throughout the book a theme is that Emily Weiss is super instinctive. They say that when she was creating the formula for the popular perfume You that they launched that they were going through like 30 to 40 samples and then one day and it wasn't perfect and then one day Emily Weiss was leaving her office and she smelt them spraying a sample and it was just like lingering in the room and she was like that's it that's it and she was right because it ended up being super popular but it also seems like part of this decisiveness or like intuitive decisiveness also lended to some problems because she would get really excited about an idea and they said that oftentimes Emily Weiss would meet with really big other founders and do talks with them and she would be really inspired by them for a time and talk about them and compare their brand to that brand and then she would just move on and never talk about them again. Another problem that they mentioned them having was the brick and mortar stores of course they were super popular and they were super long lines but it really seems that that was an example of where treatment of employees was very heightened and the employees obviously they're working in retail but they were paid like really really bad they got really low hours and one example that they gave was the la store on melrose which i've driven by that many times and they talk about how again this makes me think that someone launched the la store without ever living in la because they are on this area of melrose that has like no foot traffic. Mind you, LA doesn't really have foot traffic in general, except for maybe like by the beach kind of, but even then not really. So they have this storefront in on Melrose and every time I drive by it, one, there's no parking, so I'm not going to stop and go in just off chance and two there's always construction there like you can't easily get to the store and the employees that were working there they had an office in the back that was like the headquarters for marketing and stuff in la and the retail employees that were working in the store that were paid the lowest out of everyone they were not given parking the parking at the office was saved for upper management and so the lower level employees the retail employees had to pay for parking and it was they had to find a lot that was twenty dollars for the day and just park there because they weren't given enough breaks while in the store to go pay for their meters and they refused to pay for employees parking and like if you're getting paid 20 an hour and you're only getting like three hours of work that entire week you're only making like 40 like you're literally paying to go into work by the time you do gas and it's just like it just felt like it was someone made that decision on location based on not actually living in LA and it felt like they thought it might have the same feeling of New York City where there's a lot of foot traffic and so people can like work that into their routes that day but in LA no one is going to go to that area just off chance it's just out of the way now another one is um emily weiss ended up announcing that she was stepping down as ceo but that she still has a stake in the company but won't say what so so there is a chance that she could come back and the author says like steve jobs left apple twice and came back bob i grew at disney he came back so there's still a chance that she could come back but that she kind of stepped down as CEO and um some people said it felt really hasty but where did they go wrong this is where I'm going to get into like my own opinion okay and then I'm going to talk about how I think that they can come back so sorry I'm reading the comments on my TikTok live by the way because I'm live streaming this so we're talking about Glossier and I'm doing a deep dive on this book thank you guys for joining all right so number one of course the biggest problem is the problems around inclusion not only with their makeup line but also with their treatment of their employees and they did meant the author does say that around 2020 they made a promise and glossier was one of the better companies when it came to actually delivering on their promises and that one employee also stated that when they were furloughed and then laid off that it was obviously you don't want that to happen to anyone but that glossier had like one of the better treatment of employees in that process and that they were paid still for a few months after they were given a severance and it felt like the most humane treatment. Now another one is that the author says that the brand really positioned themselves as being seen as a friend versus a brand but that's a really big problem because you constantly have to be likable in order to maintain that identity to your consumer and another problem that i think it was is that glossier really made their brand a part of their consumers identities and i talk about this in my book but that if you make your brand a part of their identity yeah that's great and they'll be super loyal for like six months to a year but people's identities change think about are you the same person that you were two years ago and if that has changed that means that also probably some of the consumer products that you consume has also changed whereas I think about in the video, I said you want to, if you want to be like a product that lasts for a long period of time, you want to also be seen as an anchor and that you're not like when you're an identity brand, you kind of float like a leaf on the top of the ocean and you're moved by the waves, right? But if you're moved by the waves that easily, the consumers can't find you. But if you're an anchor, waves that easily, the consumers can't find you. But if you're an anchor, yes, you can pull the anchor up and you can move the ship when you need to as the things change, but you're going to be where you are and they can come find you when they need you. And a brand that I think of like that is McDonald's. I think McDonald's is a brand where they're able to be playful and they have collabs with like Offset and Cardi B had a meal, BTS had a meal, they have the collabs with kids meals where every now and then they'll have different products that you get in the meal depending on like what movies are coming out and so they're able to be playful and change as the times change and yet McDonald's still sells relatively the same products that they have for years and years and years. And so as a consumer, as your identity changes, you almost respect brands more that are desperately chasing you to change with you. So that's one of my thoughts there. Another one is Glossier was really seen as a disruptor in the industry. They were a beauty line that you could buy online. That was seen as crazy because why would someone go online to buy a beauty product if they have to try it in stores? Why stores like Sephora were so big and the makeup counters and Nordstrom's and Macy's were so big. But they refused all of that and they went online. So they were seen as this like cool disruptor. And that's a great thing to have as your identity in the beginning but if you make that your entire identity the moment that you now become the big dog and you become the the industry you have a loss of identity and you're not seen as cool anymore and another one is i will say i do think that emily weiss i feel like and they talk about this in the book and her awareness of it but that she was kind of harshly criticized in a lot of ways that did feel almost like misogynistic and how women founders are put on a pedestal and they're really fascinating to the world and yet they're cheered on when they fall in a way that like men CEOs aren't always or they're given a little bit more elasticity. How can they bounce back? I think that they need to go back to being early adopters of technology again.


Future Prospects Of Glossier

How can Glossier become “cool” again? - (35:10)

I think that they were early adopters of Instagram and the internet in a way that set them apart from others. One way to do that, I know people hate talking about this, but I think it's actually really fascinating and I have my own thoughts and opinions on it. But TikTok shop, for example, Glossier, I don't believe is on TikTok shop, but if they did get on it, they were so good at promoting people that posted hashtag Glossier. If creators had access to Glossier products, they talk about it on their For You page and then it gets pushed by TikTok in the algorithm. It would feel similar and then also those creators get a percentage. I think you only need 5,000 followers to post a TikTok shop link, but those creators then get a percentage of your sales it's like a win-win and the it would feel reminiscent to the consumers that would eagerly post about glossier in the beginning and the chances of getting noticed by them now i think they also need to let into the gloss be a tastemaker again at one point in the book they said that emily weiss kind of moved away from into the gloss for a little bit and took some of the resources away from it because she was afraid that the Into the Gloss blog was so popular but they were promoting competitor brands like once Glossier's makeup became really popular if a celebrity said that they were using a different perfume than the You Perfume it was a direct competitor but I think that's okay i think that makeup people buy multiple products from different brands and it's not like a car where someone only buys one car so i think they need to let into the gloss be the tastemaker again i saw into the gloss was on tick tock but it did feel like one of those brands that was big on instagram and then struggled to adjust to eventually TikTok because the videos are very curated and stiff and like again like what would work on an Instagram photo doesn't always translate video wise so that was something that I noticed and I think they just need to be loose again. I also think that they should launch more products than just makeup which the author talks about in this book and they do have other products other than just makeup which fun fact they said a lot of these products would originate because they would make these like custom things for the camps that they would go to each year in new york so they would make like say it was like a water bottle that had like the glossier logo on it and if the employees at the camp really liked that product then they would take that into account and then launch it on the website for customers to buy but But again, like you, I'll end on this note here, but you cannot be a brand that is intertwined with someone's identity and only sell one product because people's identities are multidimensional. And so you have to have a product that is also multidimensional. And I would say one brand that successfully became a part of someone's identity is Apple. And yet Apple products, the iPhone, right? So that's a part of your identity. You say, well, Coco, that's one product that they're selling or that in the MacBook. However, they give you that iPhone is used as a camera, the photography side of yourself. It's also used as a communication device, right? The friend, the family member side of yourself. It's also used to answer emails, the professional side of yourself. So your phone is used in many different ways whereas a lip gloss or a boy brow like that's only one part of someone's identity so you can't be an identity brand and only represent two percent of who they are as a whole individual right and then uh one other thing is someone in my tic toc comments really great insight they mentioned like the problem with a hero product which for glossier was the boy brow and i think we see this with kylie cosmetics in the kylie lip kit is it's great to have a hero product to get your foot in the door it makes you noticeable but it products come and go and they become trendy and then not trendy so if your whole thing is around one product you're going to struggle to evolve so those were just some of the okay so I have one I keep getting these ideas I have one more thought I want to add which is that another comment on my TikTok mentioned the like you just genuinely have to make good products it doesn't matter how good you are at marketing and I agree as someone who's in marketing I 100% agree and it seems that Glossier has some really great products but then fell short in a lot of different ways and I was on a panel recently and one of the guys that was there he said something that really stuck with me he said don't make people want to buy products make products that people want to buy and so ultimately if you're coming out with really great quality products, it doesn't matter. Of course, marketing gets your foot in the door, but word of mouth, people will talk about your product. And I almost wonder if Glossier, like, of course, they have some great products, but they became so obsessed with the marketing, the identity, being the cool girl, being creating this identity brand that people wanted to be a part of creating these brick and mortar stores that they lost sight of what made them great which was having really great products and putting energy back into that and just letting word of mouth letting people talk about your brand not not encouraging them not you know forcing them they talk about how some of the brick and mortar stores were great for like Instagram selfies. And they really wanted to create a space where people wanted to create. I almost think if you make a store, it's like that Ralph Lauren coffee place in New York that goes viral. It's almost more interesting in a way if you're like, no photos are allowed here. Cause then people are like, Oh, like, and now I want to talk about it even more and like what my experience was like so it seems like glossier lost that secretiveness that elusiveness that made them so cool in the beginning when they were only on the internet and not in stores so that was my thoughts on the book i encourage everyone to read it and come up with their own opinions again i felt like it was a little premature and that's just my own opinion but I'd love to know what you guys think and if you're interested in brands and the way that brands become popular or unpopular especially from a female perspective this was a great book to read and next up on my list is the Britney Spears book I ordered it on Amazon but the shipping date keeps getting pushed I'm guessing because it's really popular but I'd love to do a deep dive on the Britney Spears book and talk about my thoughts on that so let me know if you guys would be interested and again thank you so much for listening you guys can find me on YouTube Instagram tik-tok and if you're listening on my podcast if you guys give me a rating you can be honest let me know exactly how you feel because I really want to make this podcast great and your guys's opinions matter a lot to me and in making this great so thank you so so much for listening subscribe to my youtube channel leave a comment of what your thoughts were and we'll have a great discussion and then you can join my discord if you want to have conversations with people who also love marketing and pop culture as much as you do thank you guys and I'll see you in the next video


Could not load content

Great! You’ve successfully signed up.

Welcome back! You've successfully signed in.

You've successfully subscribed to Wisdom In a Nutshell.

Success! Check your email for magic link to sign-in.

Success! Your billing info has been updated.

Your billing was not updated.