Glossier’s CEO Revamps Beauty Company by Listening to Customers

Kyle Leahy, the CEO of Glossier, took the reins of the beauty company during a period of sluggish sales and employee layoffs. In a recent interview with Inc. Magazine, Leahy shared how focusing on customer feedback regarding three crucial aspects helped her transform the brand's fortunes.

Listening to Customer Feedback

Leahy emphasized the importance of listening closely to customers to drive the company's success. She highlighted three key areas where customer input played a vital role in reshaping Glossier's strategy and boosting profitability.

Product Selection and Development

One key insight from customers was the desire for a wider range of products. In response, Glossier revamped 90% of its product team to meet this demand. Additionally, Leahy noted that customer feedback led to the restoration of the original formula for the Balm Dotcom lip balm, a move that resonated with loyal consumers.

Expanded Distribution Channels

Customers expressed interest in purchasing Glossier products from well-known beauty retailers like Sephora and Ulta. To meet this demand, the brand expanded its presence to 650 third-party stores across North America, making its products more accessible to a broader customer base.

International Expansion

Recognizing the global appeal of Glossier's products, Leahy focused on expanding the company's international distribution. This move not only catered to existing loyal customers but also tapped into new markets, driving further growth and brand recognition.

With these customer-centric strategies in place, Glossier experienced a significant turnaround in its fortunes. The brand's viral success with the "You" perfume on TikTok and an 80% increase in sales over the past three years are clear indicators of the positive impact of listening to customers.

By prioritizing customer feedback and aligning the brand's offerings with consumer preferences, Glossier under Leahy's leadership has successfully navigated challenges and emerged stronger in the competitive beauty industry.

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By: ktangalakislippert@businessinsider.com (Katherine Tangalakis-Lippert)
Title: Glossier’s CEO Revamps Beauty Company by Listening to Customers
Sourced From: www.businessinsider.com/glossier-ceo-listening-customers-overhaul-company-profit-executive-2024-12
Published Date: Wed, 04 Dec 2024 01:42:52 +0000