A few thoughts on @Glossier’s next level product marketing... (short thread)
It all starts with their highly differentiated product names.

Names like “Balm Dotcom” “Futuredew” & “Boy Brow” sound more like tumblr blogs than cosmetics, & that’s by design. They’re short, memorable, & culturally relevant.
Imagine searching for products on Google and “Balm Dotcom” came up as a result. These names differentiate their products from the outset, sparking curiosity with potential customers to see what they’re all about.
Once a customer gets to a product display page, Glossier puts on a clinic...https://abs.twimg.com/emoji/v2/... draggable="false" alt="🍿" title="Popcorn" aria-label="Emoji: Popcorn">
Short & punchy headlines that highlight the product’s key benefit to incentivize them to keep reading.
Digestible product descriptions specifically designed for the TL;DR generation.

Here’s their framework:
* What it is (one sentence)
* Why it’s special (three to four bullets of essential info)
* Good to know (eases the customer’s concerns around application or ingredients)
Note: What’s interesting here is how well Glossier knows it’s audience to design their content around their consumption habits. This framework may not be relevant to your audience; instead research how they’re consuming online and craft your product descriptions accordingly.
Inclusive photography.

Glossier has made a significant investment in photography to show customers using their products (versus still product shots). They show models from different backgrounds to help them see how the brand& #39;s products fit into their lives.
Searchable reviews.

When it comes to makeup & skincare, social proof is everything. Glossier gives customers the ability to filter reviews by recency, skin type, age, and skin shade so they can find ones that are relevant to them.
A digital experience that delivers on the brand’s philosophy.

Finally as you get to the end of the PDP, Glossier connects-the-dots between its philosophy “Beauty inspired by real life” & Instagram by showing potential customers how their products look IRL.
You can follow @elan_miller.
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