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...

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'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.

For a summary with more key takeaways, here’s a deeper dive on Medium: https://medium.com/@elan_miller/a-few-thoughts-on-glossiers-next-level-product-marketing-5b2a64a66522