Why the CEO of Glossier Thinks Retail Companies Need to Invest More in the Customer

Emily Weiss on tailoring brands' connections to consumers

Glossier's CEO believes in the power of peer recommendations. Getty Images

Retail companies like to emphasize that they put the customer first, but in reality, it doesn’t always shake out that way. Enter Glossier, a beauty brand that tailors its packaging and in-store experience to make the consumer feel good—and spread that recommendation to their friends.

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@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.