This article from Racked talks about those strange emails Glossier has sent to bloggers asking us to post about a certain topic, because . . . I have no idea. They are not asking for sponsored posts or even, necessarily, mentions of their products. Just like, "Hey, why don't you write about your routine? Or your eyebrows?" Yeah, thanks, I don't need basic suggestions for subject matter from brands. It's kind of baffling. When asked for more information, they either don't respond, or in my case, send a vague message basically repeating the original request.
If you have a blog, have you got these messages too? Apparently they've stopped sending them when they also realized that they were weird.
LOL. They need a slightly more compelling blogger outreach method.
ReplyDeleteYes, I hope they've come up with something better!
DeleteI could sort of see it (if I squint & turn my head sideways) if they were planning to put together a masterpost, e.g., "Here's our favorite bloggers' eyebrow tips!" It seems like it was not so much "poorly thought out" as "barely thought out."
ReplyDelete(Also, FWIW, the Racked article has an update where Glossier basically says "That was our old marketers, but we've dumped them.")
Yep, that's why I mentioned that they've stopped doing it. I've got emails before that were like, "Write a post on this subject mentioning our product for a chance to be featured on our website!" Which . . . no thanks. I'm not expending creative energy for the CHANCE of some shitty publicity. But these Glossier emails weren't even offering that much. I agree--barely thought out seems to be it.
DeleteI suspect they are (or were) fishing for people to appear on the Into the Gloss Top Shelfie feature, nearly all of whom now promote at least one Glossier product (surprise!) to the point where I have stopped reading them because it's all about their brand. They should have made these two separate companies; I think tying Glossier so closely to Into the Gloss really hurt ITG.
ReplyDeleteAh, that's a good point. Yeah, I hadn't really read Into the Gloss regularly in the past, and only started looking at it after Glossier launched, and it seemed like every post was a promo for their products. It turned me off--I guess I missed the glory days.
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