“Back in 2013, when I was first thinking about Glossier, I thought: ‘Man, I wish there was a beauty brand whose sweatshirt you wanted to wear.’ It really speaks to this notion of winning hearts. A company like Glossier creates this, ‘I want to wear this brand’s sweatshirt’, kind of mindset. So––to your point––how many brands’ sweatshirts are you going to wear? How many brands are actually representing the values that you align with? And I do think that our success to date has been about that value alignment.”
Glossier’s Emily Weiss on brand loyalty and value alignment, FT (pay wall).
If I think about this question, the only beauty or skincare brand whose sweatshirt I’d want to wear is Chanel; I love the products, love the ‘brand’, and I bet their sweatshirt would be pretty dope too…
Full disclosure, I stole this quote from LeanLuxe, one of my fave b2b newsletters (who featured my Dazed Beauty piece on clean clubbing recently). Subscribe here if you’re into luxury-culture-and-business intel. #yourewelcome
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Emily Weiss/ Self Service
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