Going Viral
How Glossier Turned a Viral Moment for ‘You’ Perfume Into a Lasting Business
The beauty brand now sells a bottle of the fragrance every 20 seconds.
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Two years ago, on a summer evening in Chicago, Abigail Werner was out walking when a man running by stopped, turned around and asked her what scent she was wearing. Werner was flattered but not completely surprised. It wasn’t the first compliment she’d received.
She decided to record an impromptu video to tell her 300 or so followers on TikTok the name of her perfume. “The only answer is Glossier You,” Werner said. “Buy it.”