Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
Glossier founder Emily Weiss created an Instagram account for the brand a month before the direct-to-consumer beauty brand launched. Weiss already ran a popular beauty blog, Into the Gloss, but she wanted to start a dialogue with consumers as soon as she could so that they’d be involved in the process and growth of the brand.
“Glossier was created to make a new conversation happen around beauty wherein it could be very much democratized and very much celebrated as an element of personal style,” said Weiss at an Advertising Week panel in New York on Wednesday. “If you have an account on Instagram then you are already global.