Glossier turns Reddit backlash into marketing gold 💄

Hey there,

This week, we’re exploring how Glossier turned Reddit backlash into marketing gold, TikTok’s user growth despite privacy concerns, and why brands should embrace the #dupe trend.

From fan criticism to viral campaigns, skyrocketing TikTok stats, and the rise of Gen-Z’s dupe culture—discover the latest insights and trends shaking up the market.

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Glossier turns Reddit backlash into marketing gold

Glossier’s latest campaign is a savvy move that flips negative Reddit feedback into a major promotional win. Here’s how the beauty brand used criticism to its advantage and brought back its beloved Balm Dotcom formula.

The drama unfolds…

The original Balm Dotcom, launched in 2014, quickly became a fan favorite. However, in 2023, Glossier made the formula vegan, swapping out a natural wax for a synthetic one. Fans weren’t pleased and took to the r/glossier Reddit page to vent their frustration.

The comeback campaign…

Glossier’s new campaign, “The Comments Section,” dives into the criticism. Employees read out harsh comments in an Instagram Reel, showing they’re listening. The Reel, announcing the return of the original formula, racked up over 35,000 likes, far surpassing their usual engagement.

The power of listening…

By acknowledging and acting on customer feedback, Glossier reinforced their connection with fans. The campaign’s transparency made the brand feel more accessible and genuine.

The result…

The return of the original formula was met with cheers on social media. Reddit and Instagram users celebrated the comeback, proving the power of listening to your audience. While some voices still criticize the return to non-vegan ingredients, the overall response has been overwhelmingly positive.

Takeaway…

Glossier’s campaign is a stellar example of turning criticism into opportunity. By engaging openly with their community, they not only salvaged their product but also strengthened their brand loyalty. For marketers, it’s a lesson in the value of transparency and the power of truly listening to your audience.

TikTok users continue to grow and evolve: Here’s what the numbers say

TikTok's popularity is skyrocketing, with 21% of Americans now using the app weekly, per a recent YouGov report. This surge, a fourfold increase since 2021, highlights TikTok’s resilience amid privacy concerns and potential bans.

• Potential ban looms: President Biden’s bill could force ByteDance to sell TikTok to a U.S. company or shut it down. TikTok is fighting this with a lawsuit, but the future is uncertain.

• Shifting demographics: TikTok’s audience is maturing. Users over 35 are increasing, and women make up 55% of weekly users. Many households with TikTok users also have children.

• Privacy trust: TikTok users trust the government with their privacy more than the general population (42% vs. 27%). Despite security issues, 45% of TikTok users oppose a ban.

• Advertising goldmine: TikTok is highly effective for ads. 64% of weekly users say ads influence their purchases, and 47% trust influencer marketing. However, only 31% have bought through TikTok Shop, indicating some trust issues.

Why it matters: TikTok remains a potent platform for reaching a broad, engaged audience. As its user base grows and evolves, so do the opportunities for marketers to connect with diverse demographics. Despite regulatory challenges, TikTok's influence continues to expand, making it a crucial tool in any marketer’s arsenal.

Check out the full report here.

Counterfeit goes cool: Brands urged to embrace #dupe

Gen-Z is proudly flaunting knockoffs online, and experts suggest that brands should embrace the #dupe trend instead of fighting it. Here’s why and how…

The rise of dupe culture: Dupe culture marks a generational shift in consumption habits. Unlike past generations who discreetly bought knockoffs, Gen-Z openly buys and showcases dupes on social media. This trend is booming, with nearly one-third of US adults intentionally buying dupes, and the hashtag #dupe amassing nearly 6 billion views on TikTok.

Why dupes matter: Many consumers choose dupes for the savings, even if they can afford the original. Dupes are particularly popular in fashion and beauty, sectors that appeal to younger consumers who value social content over brand names.

Brand opportunities: Brands can stay relevant by engaging with dupe culture. For example, Lululemon’s “dupe swap” campaign allowed customers to exchange knockoffs for the real deal, attracting many new customers. Similarly, Olaplex sponsored influencers to promote a fake dupe, directing users to their official site and reinforcing product quality.

Expert insights:

• Jennifer Baker, Grin: “Dupe culture shows a generational shift in consumption and media.”

• Sophie Hardie, Goat Agency: “Brands should engage with dupe culture to attract new customers and show confidence in their products.”

Embracing dupe culture can enhance brand relevance and attract a broader audience. As Gen-Z continues to lead this trend, the opportunity for brands to engage with new consumers and strengthen their market presence has never been greater.

More news:

• Amazon launches Signal IQ, a way to test the value of IDs, and expands cloud services for publishers to make deals.

• Quantia raises $1.2M for e-commerce analytics. The funding will power consolidation in Western Europe as well as product development.

• China's e-commerce market still has 'ample room' for growth despite slowdown in retail sales, JPMorgan analyst says.

• Expedia CTO and e-commerce SVP exit after ‘a violation of company policy’