2023

Glossier

From Local to Global: Glossier's Sustainable Expansion Plan

Glossier faces challenges in limited international presence. This case study provides strategic recommendations to address this issue for ensuring long-term growth and market competitiveness.

Influencer Marketing Expansion

Influencer marketing, contributing to over 30% of Glossier's online sales, needs scaling. By partnering with macro and micro-influencers across diverse demographics and increasing the budget could significantly boost brand awareness and engagement rates.

Source 1: meetalleyoop.com/collections/makeup, glossier.com, April 2023
Source 2: glossier.com, April 23, 2023

Product Range Diversification

Glossier's limited product range restricts its market reach, but by introducing new categories like hair care, body care, and wellness products, it can attract a wider audience and potentially increase revenue by 15%.

Consumer Base Diversification

Glossier’s primary consumer base is millennial women aged 18-34, but with 31% of men using beauty products daily, there is potential to diversify. Targeted campaigns for Gen Z, men, and older age groups can expand the customer base and drive a 20% increase in market penetration.

Investing in Sustainable Products

With 66% of global consumers willing to pay more for sustainable products, Glossier can enhance its brand by adopting biodegradable or recyclable packaging and clean, ethically sourced ingredients, potentially boosting brand loyalty and increasing customer retention by 10%.

Conclusion

Glossier’s international sales are only 10% of revenue. To tap into the $20 billion beauty market in the UK, Canada, and Australia, it should partner with local influencers, launch targeted marketing campaigns, and invest in more natural products.