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Glossier : en fallstudie

Engstrand, Rebecka LU (2019) DIKK60 20191
Division of ALM and Digital Cultures
Abstract (Swedish)
The purpose of this thesis is to provide the reader with knowledge of how the beauty industry
is affected by digitalization, especially concerning marketing strategies and consumption
practices. This thesis performs a case study of the company Glossier in order to examine what
strategies they use to market and sell their products. Glossier launched in 2014 as an ecommerce
based beauty company. This thesis questions how Glossier tackles problems selling
beauty products online, with the possibility that consumers have not tried the product yet.
Furthermore discussing Glossiers work with user generated content. Lastly the study will
analyze how Glossier uses digital tools to market them self’s online.

In order to provide the reader... (More)
The purpose of this thesis is to provide the reader with knowledge of how the beauty industry
is affected by digitalization, especially concerning marketing strategies and consumption
practices. This thesis performs a case study of the company Glossier in order to examine what
strategies they use to market and sell their products. Glossier launched in 2014 as an ecommerce
based beauty company. This thesis questions how Glossier tackles problems selling
beauty products online, with the possibility that consumers have not tried the product yet.
Furthermore discussing Glossiers work with user generated content. Lastly the study will
analyze how Glossier uses digital tools to market them self’s online.

In order to provide the reader with sufficient background information of the beauty industry a
brief historical overview is presented, followed by previously performed research regarding the
subject. Furthermore, theoretical perspectives are presented which include prosumers,
charismatic capitalism and Online-to-Offline (O2O) marketing to analyze Glossiers work in
today’s society, followed by a presentation of the empirical results. The study examines these
questions regarding the empirical material that has been collected through a case study and a
netnografic method. The empirical material consists of prerecorded interviews with Glossier
employees Emily Weiss and Ali Weiss, news articles, blog posts, Instagram posts and lastly a
field study of a Glossier store. In order to further analyze the findings a qualitative analysis
method has been implemented. The study discovers connections between the theoretical
perspectives and Glossiers work. Glossier is aware of the hinders of selling cosmetic products
online, they therefore have product reviews on their website and are working with physical
stores as an opportunity for the consumers to try the products and to create brand experiences
for costumers. Additional user generated content is shown to be the most prominent part of how
Glossier is using digital tools to market itself. The study shows that the beauty industry has
been affected by digitalization through digital tools that constitutes effective ways to connect
with consumers. However, the physical experience is still important. (Less)
Please use this url to cite or link to this publication:
author
Engstrand, Rebecka LU
supervisor
organization
course
DIKK60 20191
year
type
M2 - Bachelor Degree
subject
keywords
beauty industry, charismatic capitalism, Consumption, marketing, Digitalization, Glossier, prosumer, user generated content, Online-to-Offline marketing, social media användare genererat innehåll, Digitaliseringen, Karismatiska kapitalism Konsumtion, marknadsföring, prosument, Online-to-Offline marknadsföring skönhetsindustrin, sociala media
language
Swedish
additional info

Department affilation moved from v1000075 (Division of Digital Cultures) to v1000073 (Division of ALM and Digital Cultures) on 2022-05-10 14:50:03.
id
8985832
date added to LUP
2019-08-06 13:08:38
date last changed
2022-05-10 14:50:03
@misc{8985832,
  abstract     = {{The purpose of this thesis is to provide the reader with knowledge of how the beauty industry
is affected by digitalization, especially concerning marketing strategies and consumption
practices. This thesis performs a case study of the company Glossier in order to examine what
strategies they use to market and sell their products. Glossier launched in 2014 as an ecommerce
based beauty company. This thesis questions how Glossier tackles problems selling
beauty products online, with the possibility that consumers have not tried the product yet.
Furthermore discussing Glossiers work with user generated content. Lastly the study will
analyze how Glossier uses digital tools to market them self’s online.

In order to provide the reader with sufficient background information of the beauty industry a
brief historical overview is presented, followed by previously performed research regarding the
subject. Furthermore, theoretical perspectives are presented which include prosumers,
charismatic capitalism and Online-to-Offline (O2O) marketing to analyze Glossiers work in
today’s society, followed by a presentation of the empirical results. The study examines these
questions regarding the empirical material that has been collected through a case study and a
netnografic method. The empirical material consists of prerecorded interviews with Glossier
employees Emily Weiss and Ali Weiss, news articles, blog posts, Instagram posts and lastly a
field study of a Glossier store. In order to further analyze the findings a qualitative analysis
method has been implemented. The study discovers connections between the theoretical
perspectives and Glossiers work. Glossier is aware of the hinders of selling cosmetic products
online, they therefore have product reviews on their website and are working with physical
stores as an opportunity for the consumers to try the products and to create brand experiences
for costumers. Additional user generated content is shown to be the most prominent part of how
Glossier is using digital tools to market itself. The study shows that the beauty industry has
been affected by digitalization through digital tools that constitutes effective ways to connect
with consumers. However, the physical experience is still important.}},
  author       = {{Engstrand, Rebecka}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Glossier : en fallstudie}},
  year         = {{2019}},
}