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Beauty And Tech, Together
- Glossier positions itself as both a beauty and a tech company by building a people-powered ecosystem.
- The company leverages direct customer relationships to enable product, channel, and discovery advantages.
Direct Channel Powers Co‑Creation
- Glossier uses direct relationships to listen at scale and co-create with customers rather than rely on retail channels.
- That direct channel lets them ask customers what to make and where to expand, changing brand–customer dynamics.
Milky Jelly Was Born From Customer Play
- The Milky Jelly Cleanser idea came from customer comments and playful prompts about dream actors as face-wash personas.
- A single customer suggestion (e.g., more rose water) translated into a real product change.