The online beauty retailer hopes to drive sales by connecting customers who can discuss and review the cosmetics, leveraging the lucrative power of social commerce

Beauty company Glossier has beaten the odds by creating a successful business where almost all of its products are sold online. As more and more consumers are shopping online, the ability to discuss and recommend products among customers becomes increasingly valuable. Accordingly, the retailer is now looking to leverage its 1.4 million Instagram followers to foster its own social network

The first step in the process of creating its own platform was to hire Keith Peiris, who has worked for social media giants like Instagram and Facebook. While the network will sell Glossier's product, it is also intended to connect women to discuss and review items. Furthermore, the company believes that if it, “gets people talking about beauty on its upcoming site, those conversations will help build the trust needs to buy a full-price product without first trying a sample,” ultimately helping to drive sales.

Glossier is not the only retailer tapping the lucrative social commerce strategy by creating its own network: Sephora's online beauty insider community similarly serves to capitalize on the power of a brand's own content and resources like reviews or forums to bolster business. Glossier's social network is still in its initial stages with plans to move forward gradually.

Glossier


Lead image: Glossier via Twitter

Beauty company Glossier has beaten the odds by creating a successful business where almost all of its products are sold online. As more and more consumers are shopping online, the ability to discuss and recommend products among customers becomes increasingly valuable. Accordingly, the retailer is now looking to leverage its 1.4 million Instagram followers to foster its own social network

The first step in the process of creating its own platform was to hire Keith Peiris, who has worked for social media giants like Instagram and Facebook. While the network will sell Glossier's product, it is also intended to connect women to discuss and review items. Furthermore, the company believes that if it, “gets people talking about beauty on its upcoming site, those conversations will help build the trust needs to buy a full-price product without first trying a sample,” ultimately helping to drive sales.