Glossier: How a Blog became a Brand
With the age of social media comes the era of a new type of business strategy: self-promoted marketing. You may have noticed in the past five or so years, new types of pseudo-celebrities known as "influencers" have flooded the market. Every page you turn, every link you click is somehow connected to an Instagram persona or YouTube celebrity's sponsorship. Take Aimee Song, for example, who started her blog Song of Style as a way to share her interior design skills and later followers asked her about her outfits. Soon, she was sharing her outfits on her Instagram, becoming a lifestyle/travel/fashion icon and cultivating a hefty following of 4.6 million users, receiving invitations to exclusive events such as New York and Paris Fashion Week shows, and eventually curating her own fashion line. Aimee Song AKA Song of Style Into the Gloss , a beauty blog started by 30 year old Emily Weiss, began as a mere side project 6 years ago and has now birthed one of the most po...