As one of the most defining brands of the last decade, Glossier has built a new kind of people-first, digital-centric beauty experience. With a passionate global community that is just as eager to visit a Glossier store, as they are to sport one of the brand’s pink hoodies, Glossier creates experiences that invite participation and foster connection. Ali Weiss, Glossier’s chief marketing officer, shared the company’s unique approach to creating omnichannel experiences and touchpoints that span product, offline and digital at Adweek’s Social Media Week.