A Quote by Emily Weiss
Over the years of running Into The Gloss, I began to see a gap in the way beauty companies were creating products and marketing them to women. There wasn't one brand that really spoke to girls like me, who created products for real life. So we set out to create that brand with Glossier.
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Several nutrition companies have approached me over the years to endorse a number of different products. Some worked; some didn't - so I decided to create my own brand.
Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.
For some, Into The Gloss is just a blog, and that's cool. For us, it's the connective tissue between us and you, and that has paved the way for the creation of a very different kind of beauty brand: Glossier.
With 'Into The Gloss' and now Glossier, the reason it was successful was because there were so many like-minded women out there who were also dissatisfied with their beauty experiences.
One thing the humanitarian world doesn't do well is marketing. As a journalist, I get pitched every day by companies that have new products. Meanwhile, you have issues like clean water, literacy for girls, female empowerment. People flinch at the idea of marketing these because marketing sounds like something only companies do.
I've been getting my makeup done professionally since I was 12, I've never found a brand that could create that glowing look and flawless finish we all want from beauty products with ingredients that were effective and safe. So I had to create it.
Microsoft Mobile Oy is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers. The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.
I have shifted my mindset in terms of how companies should... focus on building amazing products. If you have amazing products, the marketing of those products is trivial.
A brand is simply a set of beliefs. And if you don't create a set of beliefs around your products or services, well, you stand for nothing - you have no values and no vision.
I have a habit of walking into any beauty store I pass just to check out what brand they have - since I like to recommend things to friends, I need to know what products are out there.
We want to demystify and present things in real talk. That's why Into the Gloss struck a nerve. Glossier is not much different. We're providing this rich environment around products that help consumers understand their benefit.
What makes the BJP or its government of Modi a brand for the elections - it is some content that makes the brand. Hollowness cannot create a brand, chest-thumping can't create a brand. Ultimately, the quality of the product creates a brand.
Just in the past couple of years, there's been pushback against some of that marketing, as parents have gotten really upset. Now we're seeing Coke and Pepsi kind of shape-shifting. Instead of doing these very explicit marketing deals, they are getting into schools in much more hidden ways - things like My Coke Rewards, where they encourage schools to push their student body to purchase Coke products, in exchange for points that go toward various products for the school. It's a way for these companies to get in front of kids, presented as a form of charity.
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
I'm grateful that L'Oreal believed in me and helped me bring my dream of creating a beauty brand to life. I'm excited to be working with Ipsy to bring Em home to my community, the original inspiration for the brand.
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