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Millennial women in mind who are willing to take ownership of their beauty routine and feel good in their own skin.

They don’t want to cover themselves behind the makeup but to use it as a tool to boost their natural glow.

They are social media active and enjoy treating themselves - whether it’s travelling or simple a bubble bath

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millennials (aged 18-24) make up roughly 47% of the heavy buyers in the cosmetics market. This segment is more likely to purchase between 5-10 types of cosmetic products throughout the year. With so much purchasing power, this group is changing the landscape of the cosmetics market.

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Millennials purchase more Glossier products than any other age group (accounting for more than half of their sales). Millennials comprise 50.5 percent of Glossier buyers, compared with 33.2 percent of makeup and skincare buyers for all other brands. Which shows Glossier service the wants and needs of millennials than other brands.

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"The Beauty Brand for Generation Instagram" - Forbes

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"The Beauty Brand for Generation Instagram" - Forbes

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Glossier have built a massive fanbase of 184K followers on their business Instagram account from their existing beauty blog "Into the Gloss". Upon the launch of the Glossier brand, the account achieved 13K followers in just 7 days. Emily Weiss, the founder and CEO, has described their digital presence as their single largest platform.

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In our world, so much can change in a year, let alone a decade. Just consider the fact that, before 2009, WhatsApp, Instagram and Snapchat didn't even exist. But what comes next? What will the next decade look like?

Many of the characteristics of today's social media landscape - from transparency concerns to the growing role of AI - demonstrate how social media is likely to evolve between now and 2028, and what it will mean for brands.

Also see: Facebook falls in BrandIndex global brand health ranking

For several years now, social media has been the hidden, interwoven fabric of the web, connecting people, brands and organisations. That in itself is not going to change. It's likely in the future, with the proliferation of the Internet of Things, that social media will be the starting point - a personalised hive mind - connecting objects, information and transactions, alongside people.

Just consider WeChat. The future is already here in China, and the West will follow suit. The lines between ecommerce, mobile and social have blurred, creating a broad convergence between online and offline retailing. In this way social media will become a platform for not just online growth but everything from brand building and customer engagement through to supply chain operations.

Already, social and retail are merging, with the growing abundance of 'buy now' functionality in social content. Looking ahead, brand activity will grow in scale and become more deeply embedded in new types of social spaces, like a shoppable 3D world for social users to hang out in.

Brands that want to stay relevant need to think about social as integral to their business, not just their marketing and communications. Disrupt yourselves, or be disrupted. Agencies slow to invest, innovate and evolve their social capability won't be able to keep up with their clients.

We need to prepare, too, for a fragmentation of our social world with varying levels of interaction across different social contacts. This will become necessary as the amount of content created by friends, family, colleagues, media and brands reaches critical mass.

For brands, cutting through the noise will grow all the more challenging as the deluge of data floods our various devices and realities. But with that comes abundant opportunity. AI-powered bots will play a greater role, continually learning about us in order to streamline our interactions with friends and brands.

With AI-optimised interactions, the data consumers generate will be of far more value to brands. However, consumers will better understand this value exchange. By 2028, people's desire and ability to monetise their own data and influence by selling, trading and transferring the personal information they share with brands and social platforms will be well established.

Data will become more political, and tighter regulation (whether imposed by government or industry) will limit the number of Cambridge Analytica-style data scandals, though it's unlikely to remove them completely. Scoundrels will always find a way.

The silver lining is that legally acquired data will provide a far richer picture to brands and their agencies, enabling precision targeting for paid social, a more personalised product experience, and interesting opportunities for content creators to tell stories crafted around individual interests.

This is, of course, barely a glimpse into what the future of social will mean for the marketing industry. But the most important thing we must remember, above all, is that though social, data and AI will increasingly dictate our experience of the world - and despite all the shiny toys - we must treat consumers like humans, and not just numbers on a screen.
Nathan McDonald is co-founder and group chief executive at We Are Social This article first appeared on PRWeek sister title Campaign

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What will social look like in the next 10 years?

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In our world, so much can change in a year, let alone a decade. Just consider the fact that, before 2009, WhatsApp, Instagram and Snapchat didn't even exist. But what comes next? What will the next decade look like?

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Copypress reported that "to engage millennials, you must create content that can generate discussion, such as social media and blog posts". Which Glossier do perfectly, Glossier continues to share content on the “Into the Gloss” blog, Facebook, Twitter YouTube, Pinterest, and Instagram. Glossier produce content that combines editorial how-to’s with product-as-hero posts with answers to specific beauty issues. This ample user-generated-content validates and authenticates the company’s products and posts, as well as generating conversations.

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Glossier build their products based on the feedback they get from their audience, with the beauty brand being heavily led by its fanbase as one of its core values.

As seen in the picture above, they frequently post feedback from their customers to improve and introduce their products.

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Social Media is very unpredictable so it is hard to predict what will happen in the next year let alone the next decade.
Marketing tactics will have to become disruptive and brands will have to sand out on socials so that they do not fall behind.
There is no doubt that there will be multiple new platforms by the year 2031 but also we may see the fall of social giants that we see today.
AI will become routine in our day to day life, making connecting with friends and followers more seamless.

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Through the Instagram platform Weiss has direct access to the millennial target market as 90% of Instagram users are under 35 years old.

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Davis discussed the development of the Glossier Milky Jelly cleanser: its customers shared how washing their face involved two-steps and two different products, makeup remover then face wash. Glossier simplified the process and put both functions into one product, something that a traditional beauty brand would be loath to do, as it would take potential sales of two products away.

“We made this dual-use face wash that didn’t exist in the market before,” Davis reiterated. “We innovate and develop products to meet those needs directly because we understand what they are.”

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People who read Into the Gloss are 40% more likely to buy the product they read about

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People who read Into the Gloss are 40% more likely to buy the product they read about

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Glossier ensured they created content in sync with their products.

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Glossier produce products that are 'Instagrammable' to encourage social media engagement and conversation

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Glossier produce products that are 'Instagrammable' to encourage social media engagement and conversation

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Glossier's content strategy is heavily focused on resonating with their audience. From funny and relatable memes and GIFs, animal pictures and videos, Glossier believes you have to be your audience to connect with them.

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Glossier's content strategy is heavily focused on resonating with their audience. From funny and relatable memes and GIFs, animal pictures and videos, Glossier believes you have to be your audience to connect with them.