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
Key Themes Behind This Trend
- Virtual Makeup Consultations
- Glossier Live Edit program offers virtual makeup consultations to connect with consumers.
- Online Channels
- Glossier enhances its online channels to reach consumers during disruptive times.
- Virtual Try-on Experiences
- Beauty brands are implementing virtual try-on experiences for customers during social distancing measures.
Where This Applies
- Beauty
- The beauty industry can leverage virtual makeup consultations to engage with customers and drive online sales.
- E-commerce
- Online channels are essential for e-commerce businesses to adapt and reach consumers during disruptive times.
- Technology
- The technology industry can support beauty brands by providing the necessary platforms for virtual try-on experiences.
