Glossier Brand Extension: C'est Beau It's You
Glossier is a cosmetics company, created in 2014, that was an extension of a blog called Into the Gloss, which was created in 2010. Due to their knowledge and expertise on cosmetics which they shared with their influencial readership, Glossier was able to gain quick popularity, even to the point of having a "cult-like" following. Their philosophy "skin first, makeup is a choice" is rooted from French beauty and skincare philosophies.
The Cosmetic Industry
The cosmetic industry today is the biggest it's ever been in history. In 2016, the cosmetic industry reached an all time high of 62.46 billion dollars in revenue. The growth of social media has helped the cosmetic industry to grow. Of the cosmetic industry, skincare takes about 36.1% of the world's cosmetic industry, followed by hair care, then makeup.
There are two dominant and unique trends of 2016 that Glossier meets and capitalizes on: "the French Girl" look and K-Beauty. Both of these trends have skincare, simplicity, natural, and easy beauty in common.
What Does This Mean For Glossier?
Glossier is a company with innumerable strengths that meet many of the cries of this generation, which are affected by the political turmoil and growing awareness of self love, thus making them a favorite. What more then, can Glossier improve on?
Based on customer surveys, reviews, and research that I conducted, the following were the biggest flaws of the Glossier empire: some products are making girls break out (and they don't know why), wasteful packaging, and the grouping of all skin types as one.
Considering the fact that Glossier hopes to be an educational source for girls in their skincare journey, it seemed that Glossier could do even a better job educating and teaching girls how beauty can be easy, fun, personal, and educational all at once. Therefore, I came up with a beauty program for Glossier called C'est Beau It's You.
C'est Beau It's You
C'est Beau It's You goes after the idea of "you're beautiful because you're you". It is a beauty program that can be activated on a monthly basis that goes in the following steps:
1. Take in depth online quiz for experts to find our skin type and its specifications
2. Download the app to see your extensive skin type/care profile
3. Recieve your CBIY box with Glossier products custom coordinated for you
4. Use the Glossier app to track your progess, skin health, change up your routine, see the best ways to massage your face based on your skin type, and so forth.
French Fold Process Book
