RISK ASSESSMENT & MANAGEMENT

Risk Management

Glossier manages risks by maintaining a strong digital presence and engaging directly with its customers, allowing for rapid response to market changes and customer feedback. However, as the brand expands, it faces challenges in scaling its community-driven approach and staying true to its core values.

Failures

Glossier has faced challenges, including criticism over product formulations, customer service issues as it scaled, and navigating the retail landscape during the COVID-19 pandemic, which led to the closure of its physical stores.

Lessons Learned

Glossier's journey highlights the importance of brand-community engagement, the value of a direct-to-consumer model in gathering insights and fostering loyalty, and the need for adaptability in product and strategy as a brand scales.