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Glossier – DTC Growth Driven by User Co-creation
In 2014, Emily Weiss launched Glossier, a DTC beauty brand with only 4 products, based on user insights accumulated from her beauty blog Into the Gloss. The brand ultimately achieved a valuation of $1.2 billion, core to which was subverting the traditional beauty brand’s “one-way output” logic and building a growth system of “deep user participation”. Glossier adhered to a digital-first DTC model, selling all products exclusively through its official website (with a few offline collaborations later), fully controlling the entire touchpoint relationship with users. This not only reduced channel costs but also acquired valuable first-party user data, providing support for product iteration and marketing decisions.
User co-creation was its core competitiveness. The brand continuously collected user feedback through multiple channels such as Instagram comments, Facebook groups, and emails, and even actively solicited user needs during the product development phase. For example, when developing a facial cleanser, the founder directly asked users on social platforms about their ideal expectations for product texture, scent, and efficacy. The milky fruit facial cleanser created based on this feedback became highly popular upon launch. In response to user feedback on packaging waste, the brand also launched a “light packaging” shipping option, further strengthening user identification. Offline stores were positioned as “experience scenarios” rather than sales terminals, adopting an all-pink visual design and eliminating traditional cash registers. Users placed orders via iPads, creating an immersive brand experience that linked with the online community to build strong brand loyalty.