Marketing Currents - Business and Marketing Current Events

What happened to Glossier


If you step into a Sephora store a week from today, you’ll be greeted by a display plastered in a familiar shade of millennial pink. 

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Discussion Questions:

  1. What is distribution?
  2. How might distribution represent an example of the function of “place” in the marketing mix?
  3. Why is distribution important?
  4. What is direct-to-consumer distribution?
  5. How would you describe Glossier’s initial distribution strategy?
  6. Why might Glossier want to sell its products at Sephora stores?
  7. What is the difference between e-commerce and brick-and-mortar?
  8. According to this news story, Glossier is expanding its brick-and-mortar footprint. What does that mean?
  9. Why are they taking that approach?
  10. Why is leadership important in business?
  11. What challenges did the company face under its previous leadership?
  12. Who is the company’s new CEO?
  13. How might the company benefit from new leadership?
  14. According to this news story, how did marketing help Glossier grow from a small brand with just four products to a much larger brand?
  15. What role did social media play in the company’s growth?
  16. According to this story, why did the brand’s popularity decline?
  17. What are they doing to rebuild?
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.