Glossier Live Edit Connects Consumers to the Glossier Team
Laura McQuarrie — April 15, 2020 — Fashion
Like any business during this disruptive time, Glossier is changing the way it is reaching consumers by offering online makeup consultations. Even though the cult beauty brand is supported by a devoted online community, Glossier is leaning into its online channels even more by launching a trial run of its Glossier Live Edit program. The program was opened to a handful of applicants, who were able to connect with a Glossier team member for a video chat. As part of this initial run, 150 participants were chosen to have 15-minute consultations, and Glossier is promising to offer more in the future.
While many beauty brands have been implementing virtual try-on experiences over the last few years, this one is especially appealing during a time of social distancing for the human-to-human connection it provides.
Image Credit: Glossier
While many beauty brands have been implementing virtual try-on experiences over the last few years, this one is especially appealing during a time of social distancing for the human-to-human connection it provides.
Image Credit: Glossier
Trend Themes
1. Virtual Makeup Consultations - Glossier Live Edit program offers virtual makeup consultations to connect with consumers.
2. Online Channels - Glossier enhances its online channels to reach consumers during disruptive times.
3. Virtual Try-on Experiences - Beauty brands are implementing virtual try-on experiences for customers during social distancing measures.
Industry Implications
1. Beauty - The beauty industry can leverage virtual makeup consultations to engage with customers and drive online sales.
2. E-commerce - Online channels are essential for e-commerce businesses to adapt and reach consumers during disruptive times.
3. Technology - The technology industry can support beauty brands by providing the necessary platforms for virtual try-on experiences.
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