Why Beauty Brands Should Care About Building a Community
<p>After diving deep into the beauty industry by working at <em>Teen Vogue</em> and <em>Conde Nas</em>t, Emily Weiss gave a step aside to create her own beauty online site <a href="https://intothegloss.com/" rel="noopener ugc nofollow" target="_blank"><em>Into the Gloss</em></a>. Little did she know that what started as a beauty inspiration and review-sharing platform would be the base for what is now the billion-dollar company <a href="http://glossier.com/" rel="noopener ugc nofollow" target="_blank">Glossier</a>. At Glossier, trending beauty companies show that communities mean everything for success. While it is increasingly easier to create makeup and skincare copy-cats, what cannot be copied are brand communities: groups of loyal consumers who identify with a brand and use the brand as a platform to create content, share ideas and build networks.</p>
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