Glossier was built on innovation in the beauty space. The two-year-old brand reversed traditional beauty marketing by building a community of fans on its Into The Gloss blog before any hint of developing a product. Instead of telling these community of fans what ingredients they need in their skin care and makeup, Glossier crowdsourced product development ideas from the group of dedicated commenters and fans. And in stark contrast to the expansive collections of traditional beauty brands, Glossier launched with four products: a balm, a skin tint, a priming moisturizer, and a face mist and has since introduced products one by one.
Glossier was able to gain traction by relying on the same group of invested consumers that tagged its products on Instagram using the hashtag #itgtopshelfie. The brand created buzz around an anticipated moisturizer with Instagram Stories and invited followers to download their sticker app for a sneak peak.
So it was not surprising that Glossier was one of the first brands – and the only beauty brand – to beta test Instagram’s shopping feature. The new shopping feature is surprisingly smooth, allowing users to tap photos to view products and prices. Once a user taps on a product, she is directed to a dedicated landing page where she can.
While Instagram shopping may not yet be available to all brands, beauty brands should be thinking of ways to optimize for social shopping prior to its launch. Due to their lower price point relative to fashion and jewelry, these products are ideal for impulse and social shopping.