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A customer favourite—Glossier's Balm Dotcom—underwent a reformulation and repackaging that did not sit well with its faithful consumer base. Despite its status as a darling of the beauty industry, this episode serves as a compelling lesson in the pitfalls of rebranding.
Balm Dotcom had carved out a unique position within the lip care market. Known for its blend of natural ingredients, simple yet trendy packaging, and versatility, it had a strong following. The original formula was celebrated for its ability to nourish lips while also being employed for other skincare needs.
Earlier this year, Glossier made the decision to reformulate and repackage Balm Dotcom. The new version, according to Business Insider, not only changed its ingredient list but also underwent a noticeable change in packaging. While the move was likely intended to improve the product and its environmental footprint, the shift alienated its existing user base. Refinery29 reported that customers were dismayed at the alteration of a product they had come to love.
The rebranding did not sit well with Glossier’s dedicated community. Many users took to social media to voice their disapproval. Hypebae captured the sentiments well, showing how conversations around the product shifted from commendation to skepticism. A mix of nostalgia for the original and a genuine preference for its characteristics led to calls for its return.
Customers can become deeply attached to a product's original formula and packaging. Changing these elements risks causing feelings of betrayal and loss, as was evident from the backlash Glossier faced.
Glossier could have mitigated some of the negative reactions through clearer communication about the changes and their reasons. It's crucial to prepare the customer base for such shifts, ideally seeking their input where possible.
It's critical to test rebranded products thoroughly, taking into account not just the product’s effectiveness but also how it will be received by long-time customers.
Beyond customer sentiment, failed rebranding can also significantly impact sales and brand reputation in the long term.
Glossier's Balm Dotcom rebranding serves as a cautionary tale for brands contemplating changes to a cornerstone product. The power of consumer sentiment should not be underestimated. In a world where social media amplifies every decision, the move to rebrand a beloved product must be executed with extreme care and a deep understanding of what the product represents to its user base.
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A customer favourite—Glossier's Balm Dotcom—underwent a reformulation and repackaging that did not sit well with its faithful consumer base. Despite its status as a darling of the beauty industry, this episode serves as a compelling lesson in the pitfalls of rebranding.
Balm Dotcom had carved out a unique position within the lip care market. Known for its blend of natural ingredients, simple yet trendy packaging, and versatility, it had a strong following. The original formula was celebrated for its ability to nourish lips while also being employed for other skincare needs.
Earlier this year, Glossier made the decision to reformulate and repackage Balm Dotcom. The new version, according to Business Insider, not only changed its ingredient list but also underwent a noticeable change in packaging. While the move was likely intended to improve the product and its environmental footprint, the shift alienated its existing user base. Refinery29 reported that customers were dismayed at the alteration of a product they had come to love.
The rebranding did not sit well with Glossier’s dedicated community. Many users took to social media to voice their disapproval. Hypebae captured the sentiments well, showing how conversations around the product shifted from commendation to skepticism. A mix of nostalgia for the original and a genuine preference for its characteristics led to calls for its return.
Customers can become deeply attached to a product's original formula and packaging. Changing these elements risks causing feelings of betrayal and loss, as was evident from the backlash Glossier faced.
Glossier could have mitigated some of the negative reactions through clearer communication about the changes and their reasons. It's crucial to prepare the customer base for such shifts, ideally seeking their input where possible.
It's critical to test rebranded products thoroughly, taking into account not just the product’s effectiveness but also how it will be received by long-time customers.
Beyond customer sentiment, failed rebranding can also significantly impact sales and brand reputation in the long term.
Glossier's Balm Dotcom rebranding serves as a cautionary tale for brands contemplating changes to a cornerstone product. The power of consumer sentiment should not be underestimated. In a world where social media amplifies every decision, the move to rebrand a beloved product must be executed with extreme care and a deep understanding of what the product represents to its user base.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
A customer favourite—Glossier's Balm Dotcom—underwent a reformulation and repackaging that did not sit well with its faithful consumer base. Despite its status as a darling of the beauty industry, this episode serves as a compelling lesson in the pitfalls of rebranding.
Balm Dotcom had carved out a unique position within the lip care market. Known for its blend of natural ingredients, simple yet trendy packaging, and versatility, it had a strong following. The original formula was celebrated for its ability to nourish lips while also being employed for other skincare needs.
Earlier this year, Glossier made the decision to reformulate and repackage Balm Dotcom. The new version, according to Business Insider, not only changed its ingredient list but also underwent a noticeable change in packaging. While the move was likely intended to improve the product and its environmental footprint, the shift alienated its existing user base. Refinery29 reported that customers were dismayed at the alteration of a product they had come to love.
The rebranding did not sit well with Glossier’s dedicated community. Many users took to social media to voice their disapproval. Hypebae captured the sentiments well, showing how conversations around the product shifted from commendation to skepticism. A mix of nostalgia for the original and a genuine preference for its characteristics led to calls for its return.
Customers can become deeply attached to a product's original formula and packaging. Changing these elements risks causing feelings of betrayal and loss, as was evident from the backlash Glossier faced.
Glossier could have mitigated some of the negative reactions through clearer communication about the changes and their reasons. It's crucial to prepare the customer base for such shifts, ideally seeking their input where possible.
It's critical to test rebranded products thoroughly, taking into account not just the product’s effectiveness but also how it will be received by long-time customers.
Beyond customer sentiment, failed rebranding can also significantly impact sales and brand reputation in the long term.
Glossier's Balm Dotcom rebranding serves as a cautionary tale for brands contemplating changes to a cornerstone product. The power of consumer sentiment should not be underestimated. In a world where social media amplifies every decision, the move to rebrand a beloved product must be executed with extreme care and a deep understanding of what the product represents to its user base.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
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