Emily Weiss: Glossier blends editorial judgment with crowdsourced customer feedback
Emily Weiss · Emily Weiss on the Insights That Grew Glossier - With Amy Buechler at the Female Founders Conference · Y Combinator · Jul 26, 2017 · at 6:08
Glossier founder and CEO Emily Weiss discusses the company's product development strategy with Amy Buechler at the Y Combinator Female Founders Conference.
0:00 / 0:19exact quote · 19.3s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Like, we don't one for one crowdsource. We don't say, like, you know, tell us exactly what to make, and we'll shade match it, and we'll send it to you. We really kind of combine our editorial background as beauty editors with you know, hearing, you know, 30% of those people saying it's too blue, and then you're like, oh, okay, well, I guess it's a little too blue.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Emily Weiss
Emily Weiss: Direct-to-consumer is not a customer value proposition by itself
“She doesn't care that she's getting it like directly from us. That's not like the value proposition. Like maybe she even wants to just go get it right, you know, at Sephora like the next day. But what is, you know, really interesting about how we're reinventin…”
Emily Weiss: Glossier could 4x revenue in Sephora but rejects wholesale
“We could put ourselves in a Sephora, you know, tomorrow and probably, like,
Forex revenue,
Like but I, I don't know that that would really help us achieve the long-term impact we want in women's lives.”
Emily Weiss: In marketing, prior experience rarely indicates future success
“Especially in fields like marketing, you know, it's changing so much that experience is, you know, sometimes not even the most important indicator of success.”
Emily Weiss: Next-gen CPG companies will require two-way customer relationships
“The relationship to the customer in terms of creating brands, I think, is going to be beyond just Glossier and Beauty, like, something that most of the great next generation, like, you know, CPG companies are going to be built around this notion of, like, this…”