Emily Weiss the founder and currently the CEO of glossier founded the company Glossier. In 2010, she captured everyone’s attention through her blog ‘Into the Gloss.’ In 2014, she capitalized on her blog to launch Glossier which now offer 22 different beauty products. This brand has become very popular between the millennials. Emily says Glossier was born because she loved the idea of women being their curators and sharing the beautiful experiences she had with one another. Emily Weiss says she wants to democratize beauty. She wants to make everyone feel right about not only makeup but more about their skin.

As a web-based company, we sell/deliver different products from top brands all over the country. However, we have many competitors in the Market. We believe we are doing a great job at delivering the right products and information to our customers, as found by all the positive feedback that the company has received. It all depends on the customer relationship which should be considered in detail. Customer satisfaction should be the priority for a company in such an industry. We should make sure the marketing of the products should attract customers so that they buy from us and end up becoming loyal customers. All this should be done correctly to create a brand image in the customers’ eyes.

As this industry is changing very fast and beauty trends keep changing from time to time, we should make sure we stay up to date. The customers demand the latest trends and coming up with this can be hard sometimes. Therefore, our team must stay active on social media to check out the trends and follow famous fashion icons.

Secondly, as internet marketing grows, we have an advantage as we can already make our business stand out for future recognition. Therefore, we should make our business structure in line with our goals. In our society and the market, we target, people are more into dressing up decently. So, this is another cultural trend that the country is seeing. Believing the vast variety of fashion products that we should offer can, therefore, become a unique selling point for our brand.

The company should stick with the way they are marketing their products as they are doing a great job as for right now. Moreover, the customer base and relationship should be looked upon with high priority as well. They need to give out some special offers for old customers like loyalty cards and offers. Whereas for new customers who sign up for the website, they should give promo codes that give out some discounts to people. It attracts many new customers and gives them the initiative to begin their journey with this company and become active buyers. 

They should also maybe start some charity work, for example, on a sale of several $ they will donate some percent to charity which would also show the customers that the brand is being socially responsible and operating in such a way. It might be costly in the short term but in the long term it would get as many people aware of this, and it will be trending that this company is socially responsible.