Yog tias koj tau dawm hla ntawm no xav paub txog Glossier Cosmetic cov lus zais kom ua rau saum toj, khi koj tus kheej. Koj tab tom nrhiav kom paub txhua yam txog lawv txoj kev lag luam hauv qhov kev kawm ntawm Glossier Cosmetics!
Glossier, nrhiav tau nyob rau hauv 2014 los ntawm Emily Weiss, yog tag nrho cov npau taws ntawm millennials hnub no. Nws muab cov kev tu tawv nqaij tsis zoo thiab ua haujlwm zoo thiab pleev xim nrog cov ntim huv thiab minimalistic.
Txhawm rau ua ib kauj ruam ntxiv, tag nrho cov khoom Glossier yog cov kws kho mob dermatologist kuaj thiab tsim rau txhua hom tawv nqaij.
Lub hom phiaj txhawb nws txoj hauv kev los txhim kho kev zoo nkauj thiab kev saib xyuas tus kheej. Qhov no yog ib lub tswv yim uas muaj nuj nqis heev hauv kev lag luam kev zoo nkauj niaj hnub no.
Glossier yog ib hom kev zoo nkauj digitally, txhais tau tias nws tau yug los hauv online thiab ua haujlwm feem ntau los ntawm kev lag luam e-lag luam muag.
Kev lag luam tshuaj pleev ib ce ntawm kev sib raug zoo muab cov hom lag luam nrog lub platform loj thiab ntau lab lub sijhawm tsim khoom lag luam. Tab sis qhov no kuj txhais tau hais tias lawv muaj lub luag haujlwm ntawm kev txiav txhua lub suab nrov.
Lawv ua qhov no los ntawm kev ua raws li qhov sib txawv thiab tsim cov ntsiab lus ntxim nyiam uas ntes lawv cov neeg tuaj saib tam sim ntawd.
Glossier txoj hauv kev rau kev tsim cov lag luam digital thiab kev lag luam yog qib siab tshaj plaws, xav tias lawv muaj kev lag luam zoo nkauj hauv xib teg ntawm lawv txhais tes.
Yog tias koj tab tom nrhiav ib yam dab tsi tshwj xeeb, tsis txhob txhawj, peb tau txais koj. Nov yog TL:DR rau koj -
- Tsim kom muaj kev sib raug zoo nrog koj cov neeg tuaj saib
- Ua lag luam koj cov khoom tshwj xeeb
- Ua qhov zoo tshaj plaws ntawm DTC
- Siv social media kom zoo
- Tsim kom muaj kev lag luam muaj txiaj ntsig zoo
Nws pib qhov twg?
Emily Weiss, tus tsim ntawm Glossier, pib nws txoj kev zoo nkauj blogger thaum nws pib ua tiav blog hu ua "Into The Gloss".
Nws koom nrog nws cov neeg nyeem thiab tsim cov kiv cua ncaj ncees uas pab nws pib lub lag luam uas nws tau pib hauv 2014.
Siv nws cov kev txawj ntse thiab kev paub dhau los, Weiss tsom Glossier ntawm kev yooj yim, kev saib xyuas tus kheej, thiab txhim kho kev zoo nkauj ntawm lub ntuj es tsis yog tsom rau kev hloov pauv ntawm ib tus neeg zoo li.
Tom qab ntawd nws tau koom tes nrog kws tshuaj hauv California los tsim ib pawg ntawm Glossier thawj cov khoom lag luam. Cov no suav nrog moisturizer thiab lub ntsej muag pos huab, balm, thiab cov tawv nqaij zoo nkauj.
Niaj hnub no, nrog 2.8 lab Instagram cov thwjtim thiab tus nqi $ 1.2 nphom, Glossier's catalog suav nrog kev ua tib zoo xaiv cov tshuaj pleev ib ce thiab kho tawv nqaij.
Txawm hais tias feem ntau me me, Glossier tsom ntau dua ntawm qhov zoo dua li qhov ntau. Glossier cov khoom lag luam muaj ntau yam los ntawm cov hauv paus - moisturizers, cleansers, thiab serums, mus rau trending tsis-make-up pleev zoo, nrog rau di ncauj tint, blushes, thiab concealers.
Qee yam ntawm Glossier cov khoom lag luam nrov tshaj plaws suav nrog nws Cov Menyuam Yaus Qhov Muag gel, Milky Jelly Cleanser, thiab Huab Paint blush.
Glossier tseem muaj cov tshuaj tsw qab, kev tu lub cev, thiab lwm yam kev zoo nkauj uas tsim los kom yooj yim siv thiab siv tau rau txhua hom tawv nqaij.
Nov yog qee qhov nrov thiab zoo tshaj plaws-saib xyuas cov khoom:
- Tub Ntsuag: Lub ntsej muag ntsej muag rau pob muag uas ntxiv ntim, txhais, thiab tuav.
- Milky Jelly Cleanser: Ib lub ntsej muag pH-balanced niaj hnub ntxuav nrog lub ntsej muag zoo li jelly uas maj mam tshem cov pleev, av, thiab roj.
- Balm Dotcom: Ib daim tawv nqaij thiab daim di ncauj ntau yam uas hydrates thiab tiv thaiv cov tawv nqaij qhuav, chapped, los yog khaus khaus.
- Yav tom ntej: Ib qho roj-serum hybrid uas muab cov tawv nqaij ua kom dewy glow thiab pab hydrate thiab nourish.
- Huab Xim: Ib qho gel-cream blush uas blends seamlessly rau hauv daim tawv nqaij kom ib tug natural, flushed saib.
- Stretch Concealer: Ib qho tsim tau, sheer-to-medium coverage concealer uas brightens nyob rau hauv lub qhov muag voj voog thiab hides blemishes.
- Tiam G: Ib tug sheer, matte lipstick uas muab daim di ncauj me ntsis tint thiab blurs cov npoo kom zoo nkauj.
- Ultralip: Ib daim di ncauj hydrating uas muab ntxuav cov xim thiab ci.
- Super ntshiab Serum: Cov tshuaj muaj niacinamide thiab zinc uas pab kom soothe thiab soothe tawv nqaij los yog blemish-prone.
- Lub Cev Hero Txhua Hnub Perfecting Cream: Cov tshuaj pleev ib ce nourishing uas pab kom du thiab hydrate daim tawv nqaij.
Koj tuaj yeem kawm dab tsi los ntawm Glossier Instagram Strategy?
Qhov kev vam meej ntawm Glossier tuaj yeem raug ntaus nqi rau nws cov tswv yim kev lag luam, uas tau ua rau muaj kev koom nrog cov neeg siv khoom ntawm cov neeg ntseeg siab.
Cia peb tshawb nrhiav cov lag luam twg tuaj yeem kawm los ntawm Glossier's Instagram kev lag luam mus kom ze thiab lawv siv nws li cas los txhawb kev loj hlob rau lawv lub tuam txhab.
1. Tsim kom muaj kev sib raug zoo nrog koj cov neeg tuaj saib
Tau kawg, thawj kauj ruam yuav tsum ua yog mus nrhiav koj lub hom phiaj cov neeg tuaj saib. Txawm hais tias koj yog ib lub lag luam me lossis lag luam loj, tsom mus rau kev tsim lub zej zog muaj zog los ntawm kev tshaj xov xwm thiab cov neeg siv khoom tawm tswv yim los tsim thiab txhim kho nws cov khoom.
Qhov no pab tsim cov neeg siv khoom ncaj ncees thiab kev sib raug zoo ntawm tus kheej nrog cov neeg siv khoom. Tsis tas li ntawd xwb, tab sis cov neeg siv khoom xav tias muaj nuj nqis thiab muaj zog thaum cov khoom lag luam zoo nkauj xav txog lawv cov tswv yim thiab sim txhim kho lawv cov kev zoo nkauj zoo nkauj dua li tsuas yog qhia lawv tias yuav yuav dab tsi los ua kom lawv tus kheej zoo.
Weiss tau siv nws txoj kev nkag siab los ntawm nws tus kws saib xyuas hnub ntawm Vogue los tsim kev sib tham ntawm cov neeg siv khoom thiab cov npe.
Glossier tseem koom nrog nws cov neeg tuaj saib, tsis yog tsuas yog los ntawm kev teb cov lus thiab cov lus thiab teeb tsa cov khoom plig lossis cov xwm txheej tab sis kuj los ntawm kev thov rau nws cov neeg tuaj saib cov kev xav thiab suav nrog lawv hauv cov txheej txheem tsim khoom.
2. Ua lag luam koj cov khoom tshwj xeeb
Glossier cov khoom lag luam kos npe yog nws cov tshuaj tsw qab hu ua "Glossier You," uas tau piav qhia tias yog qhov kawg ntawm tus kheej cov tshuaj tsw qab.
Lawv qhia txog cov teeb meem kev zoo nkauj uas lawv daws tau thiab ua kom nws yog qhov muag. Qhov no mus koom tes nrog tsim qhov chaw rau cov neeg siv khoom tawm tswv yim tiag tiag thiab ua qhov zoo tshaj plaws ntawm nws.
Ua piv txwv, thaum Glossier tuaj nrog ib qho ntawm lawv cov khoom muag zoo tshaj plaws- Milky Jelly Cleanser, lawv tau ua ib qho taw qhia los qhia lawv ua tsaug rau cov neeg siv khoom uas ua rau cov khoom npau suav tig mus rau qhov tseeb.
Nyob rau hauv Gloss sau nyob rau hauv lawv cov blog, “Hnub no, peb zoo siab heev los qhia koj rau lub Glossier Milky Jelly Cleanser. Qhov kev ua ntawm nws yog kev sib koom tes, tiag tiag (ib xyoos dhau los, peb tau thov koj piav txog koj tus npau suav lub ntsej muag ntxuav, thiab koj tau xa ntau heev). "
3. Ua qhov zoo tshaj plaws ntawm DTC
Ib qho ntawm cov ntsiab lus tseem ceeb uas Glossier tau raug qhuas rau yog nws cov qauv kev lag luam ncaj qha rau cov neeg siv khoom (DTC), txhais tau tias lawv muaj peev xwm muab cov nqi sib tw thiab kev tswj hwm ntau dua rau cov neeg siv khoom piv rau cov khw muag khoom cib thiab mortar.
Lawv ua qhov no los ntawm kev muag lawv cov khoom ncaj qha rau lawv cov neeg siv khoom tsis yog mus los ntawm cov khw muag khoom lossis cov khw muag khoom.
Qhov no pab lawv tsim kev sib raug zoo nrog lawv cov neeg siv khoom thaum muaj peev xwm delve tob rau hauv lawv cov pej xeem thiab cov ntaub ntawv, yog li lawv txhim kho thiab kho lawv cov khoom.
Tus qauv DTC tau dhau los ua neeg nyiam nyob rau xyoo tas los no, nrog kev nce ntawm cov xov xwm digital rau kev lag luam, uas muaj txiaj ntsig zoo rau ntau yam kev lag luam, xws li zam, kev zoo nkauj, khoom noj khoom haus, thiab khoom siv hauv tsev.
Lawv muaj kev muaj zog hauv online thiab tsom mus rau kev muab kev sib txuam, kev ua lag luam tus kheej rau lawv cov neeg siv khoom.
4. Siv social media kom zoo
Ib qho ntawm cov tswv yim zoo tshaj plaws uas tau pab Glossier nce mus rau koob meej yog lo lus ntawm qhov ncauj. Thiab qhov ntawd yog txhua yam ua tsaug rau muaj kev sib raug zoo nrog lawv cov neeg siv khoom.
Lawv cov kiv cua loyal siv cov branded hashtags xws li #GlossierGirls uas tau txais lawv pom sai heev los ntawm cov pej xeem thiab lwm yam kev zoo nkauj hom thiab cov ntawv xov xwm. Tsis ntev los no, #GlossierIRL thiab #glossierinthewild tab tom sau qee qhov kev mloog thiab kev koom tes.
Lwm qhov ntawm lawv cov tswv yim lag luam zoo tshaj plaws yog tias lawv tsis tso cov khoom lag luam nrog "cov neeg muaj kev cuam tshuam hauv zej zog."
Nyob rau hauv ib tug kev sib tham nrog Kara Swisher rau nws Recode Decode podcast, Weiss tau hais tias, "Ntawm Glossier, ib yam dab tsi peb ib txwm nyob ruaj khov rau, txij li pib ua ntej, hnub ib, yog tias txhua tus tib neeg yog tus muaj kev cuam tshuam."
Qhov no kuj yog ib qho ntawm cov laj thawj vim li cas tag nrho Glossier's Instagram posts yog qhov ua si thiab suab zoo heev, tsis yog cov lus muag thiab kev lag luam.
Sim nrog cov ntsiab lus, tab sis nyob twj ywm raws li koj qhov kev tshaj tawm
Ib qho uas pom tau tias Glossier tau ua, yog sim nrog cov ntsiab lus uas lawv upload-los ntawm kev muab khoom plig, cov ntaub ntawv cov khoom lag luam, thiab tom qab-ces-cenes, rau kev sib koom tes, cov lus tshaj tawm txog cov haujlwm yav tom ntej, thiab cov neeg siv khoom xyuas.
Tshaj li ib xyoos, Glossier suav nrog ntau lub ntsiab lus hauv lawv cov ntawv, xws li Kev Kho Tus Kheej (kev tu, deodorants, fragrances, thiab cov khoom tu tus kheej), nrog rau cov ntsiab lus hais txog cov khoom raws caij nyoog, cov khoom tsim, thiab khoom plig hauv khw muag khoom.
Nyob rau hauv 3 lub hlis dhau los, Glossier tau ua nws qhov taw qhia kom nyob twj ywm raws li qhov tshwm sim ntawm kev tshaj tawm txhua hnub, thiab suav nrog tag nrho peb-ib daim duab tshaj tawm, carousels, thiab video tshaj tawm hauv lawv cov khoom noj.
5. Tsim kom muaj kev lag luam muaj txiaj ntsig zoo
Glossier's iconic pink xim thiab cov ntim me me yog lwm cov xim uas lawv tau tsim thaum ntxov. Cov xim liab kos npe ua rau nws yooj yim rau leej twg paub txog Glossier.
Cov khoom ntim me me thiab huv si muab cov neeg siv khoom thiab cov neeg yuav khoom zoo ib yam li kev nkag siab zoo nkauj.
Hom logos, icons, thiab xim siv mus rau tsim cov duab hom. Siv cov kev sib xyaw ua ke ntawm cov xim yooj yim, thiab cov pej xeem niaj hnub yuav pom lub ntsej muag ntawm koj lub hom phiaj yuav luag txhua yam.
Muag Ntau ntawm Instagram 💰
Sim rau FREE
Khaws ib daim tshev rau koj cov neeg sib tw!
siv Predis.ai, koj tuaj yeem tau txais kev nkag siab tob rau hauv koj tus neeg sib tw cov qauv. Lawm, sij hawm koj cov ntawv tseem yuav txiav txim siab kev koom tes.
Sim tawm Instagram analytics kom tau txais cov lus ceeb toom thaum koj tuaj yeem tau txais kev koom tes zoo tshaj plaws los ntawm koj cov neeg tuaj saib.
Txawm li cas los xij, kev txheeb xyuas cov neeg sib tw ib zaug tsis zoo txaus. Raws li koj paub zoo, cov tswv yim kev tshaj tawm cov ntsiab lus tseem hloov pauv raws li cov qauv thiab cov ntsiab lus.
Khaws tshuaj xyuas txhua lub hlis kom nkag siab tias txhua lub hlis kev koom tes piv rau lub hli dhau los li cas. Tsis txhob hnov qab khaws qhov muag ntawm qhov hloov pauv!
Hloov nws
Glossier's Instagram kev lag luam vam meej tuaj yeem raug ntaus nqi los ntawm ntau yam, suav nrog nws cov qauv kev lag luam ncaj qha rau cov neeg siv khoom, tsom ntsoov rau cov neeg siv khoom kev paub dhau los thiab kev sib txuas ntawm tus kheej, thiab kev siv tswv yim ntawm kev sib raug zoo thiab kev sib koom tes.
Lub hom phiaj tus tsim, Emily Weiss, tau siv nws txoj kev paub hauv kev lag luam kev zoo nkauj, suav nrog kev ua haujlwm ua tus pab cuam zam thiab ua haujlwm zoo nkauj blog hu ua "Into The Gloss."
Qhov no coj mus rau kev tsim cov hom lag luam uas tsom mus rau kev yooj yim, kev saib xyuas tus kheej, thiab txhim kho kev zoo nkauj.
Txhua yam uas tau txiav txim siab, ntau lub lag luam tuaj yeem kawm los ntawm kev saib Glossier txoj kev lag luam zoo!
Los ntawm kev qhia txog cov dab neeg tshaj li ib txwm tshaj tawm txoj hauv kev mus txog rau kev nqis peev ntau hauv cov neeg siv kev paub thiab kev koom tes, muaj ntau chav kom loj hlob yog tias koj xav kom koj lub lag luam sawv tawm ntawm kev sib tw!
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