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Opinion: Why online communities are essential to future-facing brands

Ever since Emily Weiss announced that her cult-status beauty blog, Into the Gloss, was expanding out of editorial and into product development with a skincare brand called Glossier, the concepts of “customer-centricity” and “brand community” have evolved from marketing buzzwords into a standalone business strategy.

Today, the disruptive beauty brand has yet to launch a product that hasn’t sold out, and it reports that audience size has more than tripled in the past 12 months and revenues are up 600 percent year over year.

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