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Glossier
Glossier disrupted the beauty industry by building a loyal community through authentic content before launching any products. Starting as the blog Into the Gloss, they listened closely to their audience and created products based on real customer needs, not trends. This customer-driven, content-first approach helped Glossier grow into a billion-dollar brand without relying on traditional advertising.
Dove
Dove’s "Real Beauty" campaign redefined beauty marketing by showcasing real, unretouched women, connecting deeply with consumers through emotional storytelling. This bold, values-driven approach built lasting trust and loyalty, helping Dove grow its sales from $2.5 billion to $4 billion in just a few years — proving the transformative power of authentic, emotion-led marketing.
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