marketing unboxed glossier

Marketing Unboxed: How Glossier Wins Over Fans with Marketing That Shines

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The first episode of Marketing Unboxed is here! This is our newest video series where we order a fun product from a top ecommerce brand, and then track every marketing touchpoint along the way to see what works, and what doesn’t.

To kick things off, we’re diving deep into one of the most popular beauty brands out there—Glossier.

Sure, there might confusion around how to properly pronounce their name, but it’s perfectly clear what their customers love about Glossier. With fantastic products, an amazing social media game plan, and paid ads that power it all, Glossier has a marketing strategy worth envying.

Let’s take a look at some of the highlights from Marketing Unboxed, including what they get right, what they could improve, and what we wish we’d thought of ourselves!

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Cart Abandonment

At this point, cart abandonment emails should be ecommerce marketing 101. But you’d be surprised by how many brands still miss out on this critical step in getting customers to complete a purchase.

glossier marketing unboxed

Thankfully, Glossier had all of their bases covered—we even got two cart abandonment emails! Plus, we were big fans of the copy, which was clever and friendly without ever being too pushy.

Checkout Process

Not only was Glossier’s checkout process easy, but they also cleverly tried to upsell us within our shopping cart. When free shipping is just another product purchase away, it’s hard to say no—especially with their helpful progress bar to guide the way.

Confirmation Email

A discount offer in our confirmation email from Glossier was a nice surprise, but other than that, we rarely received any follow-up emails from them. Next time, hit us with those product announcements, special offers, and other nurturing emails, Glossier!


We loved how Glossier gave us the option to choose from an assortment of free samples during checkout, all with the hopes that we’d come back to make a repeat purchase later on. (Spoiler alert: we did!)

Social Proof

Probably Glossier’s best-known marketing tactic is a heavy emphasis on user-generated pictures and reviews. Take a gander at their homepage or product pages, and you’ll see a myriad of “real-life” photos right next to professional product shots. When your entire business model hinges on how your product makes people look and feel, it’s super smart to reflect that as authentically as possible throughout your marketing.

Wrapping It Up

With marketing this fun and thorough (save for a lack of marketing emails that we were on the lookout for), Glossier had us raising our hands in the air multiple times.

Rating: 🙌🙌🙌🙌 out of 5


Want even more marketing reviews? Check out past episodes of Marketing Unboxed!

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