• How Glossier builds their customer support team gradually
• The customer for a traditional beauty brand is a department store or Sephora- not the end user
• “You can’t make a business out of selling a lipstick once”
• The relationship with the customer is more valuable than the transaction
• Don’t try to shape customer behavior to your channels- shape your channels to customer behavior
• Rethinking engagement across an entire business
• Every interaction doesn’t need to lead to a transaction
• A couple amazing Glossier emails: https://mail.mixmax.com/m/2ZrBxITEsPN3tDXIf and https://litmus.com/scope/zvv0kkybyi7l