Glossier funnel map board Full interactive board + written breakdown at checkout

Built from PLAT's outside-in tracking of the brand's live ads, emails and site. Not their internal documents: this is the funnel as customers actually meet it, which is the part you can copy.

Inside the written breakdown

Glossier's funnel mapped end to end from PLAT-tracked data as read on 1 Oct 2026: 13 Meta ads and 230 email campaigns, laid out as three connected stages on the board: Meta paid social, email, and the Shopify store.

STAGE 1: ACQUISITION (META ADS)

Paid is small: 13 ads in Radar, 12 under 45 days old with scores pending, and six on the board, five of them US listings picked by hand. Every ad leads with a product, so the TOF column is empty. The one winner is a price comparison, 'Save with the Glossier You Duo' (value $114, yours for $97, 51 days). The bottom sells the set you build: 'Build your dream fragrance set'.

Stages 2 and 3 (email lifecycle and the store) and the interactive board unlock at checkout.
Glossier Glossier · Beauty · mapped by the PLAT team

Glossier Funnel Map

Data as of 1 Oct 2026. A dated snapshot of public data, not a live dashboard.
6 ads, 14 emails and 12 site states on the board Brand page in PLAT

At Glossier, email carries the funnel: 230 campaigns against 13 Meta ads, 12 of them under 45 days old. Sets are the standing offer, 10% to 21% for bundling plus a gift at a threshold, and discounts come in short windows: Cheek Week at 20%, Labor Day at 30%.

£19 one payment · yours forever · instant email delivery
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Includes 30 days of full PLAT Pro. The map shows you what Glossier runs; PLAT shows you why it works. Every campaign we track, scored Meta ads, and your map updating as the funnel changes. Worth £29 on its own.
Three plays to steal
  • Make the set the standing offer: 10% to 21% off for bundling, right under the buy box.
  • Swap the discount for a gift at a threshold: a free Discovery Kit at £50+ after the sale.
  • Open with editorial, not an offer: a lip liner's history, fragrance pairings as friendships.
  • The full funnel on one interactive board: ads, flows, store journey
  • The written breakdown by the PLAT team, all three stages
  • PDF download, no Figma account needed