Glossier: Co-creating a Cult Brand with a Digital Community

1. Which of the four paid media programs (peer-to-peer sales representatives, influencer marketing, paid media, and customer loyalty programs) should Glossier pursue? (could be any combination). Why? How might each of these programs change its relationships with its customers?

2. Assess Glossier's offline distribution strategy options. Should the company open more showrooms? Should it do more pop-ups? Should it begin selling wholesale to retailers like Sephora? For each, why or why not? And how might each of these decisions affect its relationships with its customers?

3. How should Glossier employ an omnichannel strategy to utilize both online and the newer offline elements?