Female Gen-Z, Millennial Opps: Glossier loses CEO & CMO amid spend decreases (Score 50)
Glossier announced that its CEO & founder, Emily Weiss, is stepping down. Effective immediately, chief
commercial officer Kyle Leahy will take over as CEO. Leahy joined Glossier last November from Cole Haan, where she served as the NA EVP & GM. CEO Weiss will remain involved as executive chairwoman of the board. In other news, the company's CMO, Ali Weiss, is leaving the company in July. I am not sure about Glossier's plans for the CMO position, but we will be sure to update you once any news surfaces. We recently told you about Glossier's new celebrity influencer Olivia Rodrigo.
According to Pathmatics, Glossier earned 206.7m impressions YTD through Instagram ads (48%), Facebook ads (38%) and desktop video ads. It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, emedicinehealth.com and watchmojo.com. It spent around $1.8m on digital display ads YTD, just 44% of the $4.1m spent in this channel during the same time period of 2021. Full-year spend increased by 53% from $5.8m in 2020 to $8.9m in 2021.
Per iSpot, Glossier spent close to $169.1k on national TV ads YTD, a 28% decrease from $235.7k spent in this channel during the same time period of 2021. Full-year spend equaled $1.6m in 2021. It did not air any national TV ads in 2020. This year, it placed ads during programming such as NCIS, Diners, Drive-Ins and Dives, Guy's Grocery Games, Beat Bobby Flay and Downtown Abbey.
Sellers-- Glossier mainly targets Gen-Z and millennial women through digital display ads. It has been reducing digital spend so far this year after it increased spend in 2021. The company does utilize national TV ads, just much more sparingly than digital ads. This makes sense, considering the company's young target audience. It also invests in OOH, print and local broadcast TV ads, per Kantar. The next CMO will likely implement some changes, but in the meantime, reach out to offer relevant ad space.
Agency & martech readers-- Glossier does not currently work with any agency partners. I do believe it has an in-house creative team. Start preparing your pitches so that you are ready to reach out once the company finds a new CMO.
