Gallery: How a Beauty Startup Turned Instagram Comments Into a Product Line

  • Image may contain Human Person Mouth Teeth and Lip
    Courtesy of Glossier
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    Glossier is a new line of skincare products created by Emily Weiss, founder and CEO of beauty site *Into the Gloss*.
  • Image may contain Bottle Lotion and Cosmetics
    Courtesy of Glossier
    02

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    Weiss describes Glossier as “modern basic needs” for the “minimal kind of women” that consume Into the Gloss’s frank, curated content.
  • Image may contain Text Number Symbol Drink Milk and Beverage
    Courtesy of Glossier
    03

    ooO-zFAKAmIdHx4yVpxu--7-2ybeZOmqCNvUnwAZAJQ

    To create the products and the packaging, Weiss launched a stealth R&D campaign by creating a brand new Instagram account dedicated to the new line. Comments and likes from users gave her real time insights.
  • Image may contain Cosmetics and Bottle
    Glossier
    04

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    As part of her mission to avoid creating yet another faceless product line, Weiss and her team will keep collecting feedback through that account, using it for product development in the months ahead.
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