Marketing Currents - Business and Marketing Current Events

How Glossier Made Effortlessness a Billion-Dollar Brand


In 2010, Emily Weiss was working on a Vogue photo shoot in Miami when she and Doutzen Kroes got to talking about self-tanner. Weiss was, at the time, an assistant to a freelance stylist.

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Discussion Questions:

  1. What is entrepreneurship?
  2. What is a startup company?
  3. What is the difference between small business and a startup?
  4. Which best describes Glossier?
  5. How did Glossier get started?
  6. How have social media and influencer marketing impacted Glossier’s growth?
  7. What is positioning?
  8. How would you describe Glossier’s positioning strategy?
  9. What is branding?
  10. How might colors impact a company’s branding strategy?
  11. This news story suggests Glossier’s signature color transcended the brand; it came to be associated with Instagram as a whole. What color was it?
  12. Why do you think that color has been so important to the company’s success?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.