In conclusion, based on our numerical, textual, and visual analyses, we deduce that Glossier's success stems from its tactic of proactive, customer-centric interaction via Twitter and inclusive, visual-based marketing on multiple social media accounts. Its success-inducing characteristics are the unique yet accessible culture it promotes, its emphasis on simple aesthetics, and focus on customer-centric products. We also conclude that followers are attracted to Glossier mainly because of the products offered, which is followed and buttressed by the lifestyle and inclusive concept it espouses.

The story our analyses reveals is that of a young brand that is getting trendier and amassing a larger fanbase by the day. Our recommendations for other beauty retailers, e-commerce companies, or any organizations aiming to flourish via social media is to focus on visually-stimulating and stylish advertising and to leverage various accounts to interact positively and mutually-beneficially with followers - that is, not only to proactively address concerns, but to listen to suggestions and implement changes and products that align with customer needs.

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