In this HBR On Strategy podcast, the focus is on the Glossier case study, examining the brand's challenges with growth and marketing. Founded by Emily Weiss, Glossier initially thrived by cultivating a vibrant digital community through genuine engagement. However, as the company approached a major funding round, it faced the tough task of balancing its authentic identity with the need to scale its marketing. This included exploring options like paid media, influencer partnerships, and entering traditional retail spaces. The conversation explores the delicate tension between staying true to the brand's essence and achieving growth, underscoring the significance of community building and fostering direct customer relationships in the direct-to-consumer beauty market—especially as acquiring customers becomes increasingly expensive in a crowded digital landscape.
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