One of the main reasons people buy and use cosmetics is to improve their looks. It’s no different with the Glossier target market.
While it is true that a large portion of the market buys cosmetics to make themselves look better, there are many other reasons and factors that go into the purchase decision process that consumers follow when buying cosmetics including from Glossier.
The cosmetics industry is a multi-billion dollar industry with a broad and complex consumer base.
So, who makes up the Glossier target market and what attracts them to this beauty brand?
Let’s dig deeper and find out.
Who is the Glossier Target Market?
One of the best ways to understand the Glossier target market is to understand the reasons that people turn to make-up and cosmetics in the first place. Why do people need to change the way they look? What is the underlying reason for trying to look different?
Once we understand a consumer’s root reasons for using cosmetics, then we need to ask ourselves why they buy Glossier when there are numerous other cosmetics brands out there like Maybelline, Estee Lauder, L’Oreal, Mac Cosmetics and Lush, just to name a few.
Such a thought analysis helps us divide the Glossier target market into the following consumer segments:
- Consumers who would like to look better
- Consumers who would like to smell good and feel attractive
- Consumers who would like to relax and pamper themselves
- Consumers who would like to express their individuality
- Consumers who will use cosmetics under peer pressure
- Consumers who buy Glossier as a status symbol
- Consumers who use makeup to hide skin defects
Let’s look closely at each of the consumer segments of the Glossier target market.
#1. Consumers who would like to look better
Most people buy cosmetics to improve the way they look. If they’re not happy about a blemish or a wrinkle, they will use cosmetics and try to hide or disguise it. And so these people are the primary segment of the Glossier target market.
There are many different reasons why someone would buy cosmetics from Glossier. Some people buy cosmetics because they like the way it makes their skin look or feel – smoother, softer, younger. Others are after a certain color or shade that will highlight their eyes and make them stand out more in a crowd.
Looking better is a strong need for most people. And by segmenting the market based on need, cosmetic companies like Glossier are able to create loyal customers who will return to their brand time after time.
#2. Consumers who would like to smell good and feel attractive
Some consumers buy a beauty product because they want a certain scent or taste on their bodies. In this case, the desire isn’t to cover up blemishes or wrinkles; instead, they’re after the smell of perfume or a scent that is attractive to others.
The Glossier target market includes consumers who are looking for a particular scent that makes them feel more attractive. And so this market segment includes people who may not necessarily be interested in the cosmetic properties of the product, but instead, they’re after the scent and how it makes them feel about themselves.
#3. Consumers who would like to relax and pamper themselves
Many people buy cosmetics just to relax and pamper themselves. Makeup is a way for them to take time out for their own pleasure, and the act of applying it can be calming and soothing for many.
So consumers may buy Glossier products for the simple reason that it makes them feel good. It’s a way to relax and escape from the everyday stressors of life. And for these people, the cosmetic properties of the product are secondary to the way it makes them feel.
In fact, people who want to relax and pamper themselves are an important segment of the beauty market.
#4. Consumers who would like to express their individuality
Many people use makeup to make a statement about how they feel or what they think. It’s a way of expressing their individuality and showing the world that they’re different from everyone else.
Many use cosmetics as a form of self-expression – they want to use products that make them feel pretty or attractive, or that reflect their personality. Some use cosmetics to create a certain image or persona that they want others to see.
For instance, someone may use a Glossier product because they want to look like a movie star or a model. Or they may use it to create an alter ego that is completely different from their everyday self.
#5. Consumers who will use cosmetics under peer pressure
Peer pressure is often a strong motivator for people to use cosmetics, especially among young people. If all their friends are using a certain product, they may feel like they need to use it too in order to fit in.
This is especially true for teenagers and young adults who are still trying to figure out their identity and who they want to be in the world. By using cosmetics, they’re able to experiment with different looks and images until they find one that feels right for them.
So the peer pressure to conform can be a strong driver of sales for cosmetic companies like Glossier.
#6. Consumers who buy Glossier as a status symbol
Just like looking good and attractive is important to people, so is having the latest and greatest products. For some people, using a particular brand of cosmetics is a way to show others that they have money and can afford the best.
So these consumers may buy a Glossier product because it’s a status symbol. They want to be seen as someone who can afford to buy the best and most popular products on the market.
This is especially true for luxury brands like Glossier. These brands come with a high price tag, but for some people, it’s worth it because it shows that they’re successful and can afford the best of the best.
#7. Consumers who use makeup to hide skin defects
Some consumers like to use makeup to cover up skin defects or blemishes. This may be because they’re self-conscious about their appearance or because they want to create a certain image that they feel is more attractive.
Sometimes, for unfortunate reasons, people can have a skin defect. This could be because of an accident, a medical condition, or simply because they were born with it. Whatever the reason, these people may use makeup and cosmetics to conceal and minimize their skin defects.
Glossier provides a wide range of products that can help these consumers cover up their skin defects and feel more confident about their appearance. A part of this market also includes those interested in natural skin care products. Especially, people who have skin problems and want to use makeup to cover them may look for natural ingredients to avoid any skin irritation.
The Glossier target market is diverse, and there are many different reasons why people buy Glossier products. The primary reason is naturally to look better. Closely related is the need to smell good and feel attractive.
Consumers also buy cosmetic products from Glossier to relax and pamper themselves as well as to express their individuality. Peer pressure can play a big role in which brand of cosmetics someone purchases. This too leads to some consumers trying out a product from Glossier.
Some consumers will also buy Glossier as a status symbol. It makes them feel good about themselves. And finally, consumers who use makeup to hide skin defects are also a segment of the Glossier target market.