Emily Weiss, founder of Glossier, turned Instagram into a thing of beauty for marketing her products. Wired described how the developer of the beauty site Into the Gloss decided to make social media work for her in building her brand rather than taking it to traditional cosmetics companies.
Into the Gloss has a million monthly users, and the product line was launched in October. Through contacts. Photos posted show casual shots, teaser promotions and whimsical displays of new products. Wired says what Weiss has accomplished is not just successful marketing, but a “real-time grass roots focus group.” Glossier has earned an $8.4 million series A round of funding from Thrive Capital.
Weiss started Into the Gloss in 2010 with only $700. Once Lancome placed an ad, the site gained a large following. In its first ten days, Glossier met its one month sales goal. Weiss describes her brand as providing “modern basic needs for minimal kind of women.”