Appendix B: Full Survey and Responses

Introduction:
Hi, we are Katie Martin and Annette Garcia. We are undergrad students at Arizona State University's
Cronkite School of Journalism and Mass Communication. We are conducting a survey about Glossier for
our class on research methods. We'd like to hear from people about their opinions and attitudes toward
cosmetics company Glossier, even if they have never tried a product from the brand. However, we
would like to hear from people who are frequent consumers of beauty products including mid-to-high-
end brands.

This survey will take less than five minutes to complete. Your information will be kept anonymous and
used for class purposes only. This survey will remain open until November 1, 2022. Thank you for your
time and if you have any questions about this survey, you can contact us at
` Hi, we are Katie Martin and Annette Garcia. We are undergrad students at Arizona State University's
Cronkite School of Journalism and Mass Communication. We are conducting a survey about Glossier for
our class on research methods. We'd like to hear from people about their opinions and attitudes toward
cosmetics company Glossier, even if they have never tried a product from the brand. However, we
would like to hear from people who are frequent consumers of beauty products including mid-to-high-
end brands.

This survey will take less than five minutes to complete. Your information will be kept anonymous and
used for class purposes only. This survey will remain open until November 1, 2022. Thank you for your
time and if you have any questions about this survey, you can contact us at

Q2 Do you agree to participate in this survey?

o Yes (1)
o No (2)
Q3 Have you ever purchased a product from Glossier

o Yes (1)
o No (2)
Q5 Do you follow Glossier on at least one social media platform?
 o Yes (1)
o No (2)

Q6 Which platform(s) do you follow Glossier on? (Select all that apply)<br>

▢ Facebook

▢ Instagram

▢ TikTok

▢ Twitter

▢ None of the above

▢ Other __________________________________________________

Q7 Which of the following social platforms do you ever see Glossier content on?

▢ Facebook

▢ Instagram

▢ TikTok

▢ Twitter

▢ None of the above

▢ Other __________________________________________________
Q8 How would you describe the media coverage you have seen regarding Glossier in the
previous 12 months?

o Positive
o Negative
o Neutral
o I haven't seen coverage of Glossier
Q9 What was your first impression of Glossier?

o Positive
o Negative
o Neutral
Q10 What is your current impression of Glossier?

o Positive
o Negative
o Neutral
Q11 Which of the following traits are important to you as a consumer? Select all that apply.<br>

▢ Affordability

▢ Brand History

▢ Company Stances/Action on Social Issues

 ▢ Packaging and Aesthetic

▢ Sustainability

▢ Vegan or Cruelty Free

▢ None of these

▢ Other _______________________

Q12 Where do you purchase a majority of your makeup and skincare products?

▢ Drugstores and Grocery Stores, ex: Target, Walmart, CVS

▢ Online, ex: Amazon

▢ Department Stores, ex: Nordstrom, Macy's

▢ Beauty Stores, ex: Ulta, Sephora

Q13 How would you describe Glossier's pricing across all products?

o Affordable, inexpensive
o Fair
o Overpriced, expensive
o I don't know
Q14 What makes you engage with Glossier’s social media?

▢ Aesthetically pleasing content

▢ Questions in captions
 ▢ Celebrity or influencer collaborations

▢ New product promotions

Q15 What do you seek in following beauty and makeup brands on social media?

▢ Product promotions

▢ Product reviews

▢ Sense of community

▢ Q&A Forums

▢ Makeup inspiration

▢ Other __________________________________________________
Q16 Have you heard of Milk Makeup?

o Yes
o No
Q17 Have you heard of INNBeauty Project?

o Yes
o No
Q18 Do you follow Milk Makeup and/or INN Beauty on social media?

o Yes
o No
Q19 What values do you see present in Milk Makeup’s/INN Beauty’s social media?

▢ Social Justice

▢ Veganism and Clean Products

▢ Diversity

▢ Packaging and Aesthetic

▢ Sense of community

▢ I am not familiar with these companies’ social media,

Q20 Rank the order in which you would prefer to purchase products from the following brands.
______ Glossier
______ Milk Makeup
______ INNBeauty Project

Q21 Do you find influencer collaborations appealing to a brand's social media presence?

o Yes
o No
Q22 What is your age range?

o Under 12
o 13-17
o 18-24
o 25-34
 o 35-44
o 45-54
o 55-64
o 64+
Q23 How do you describe yourself?

o Male
o Female
o Non-binary / third gender
o Prefer to self-describe __________________________________________________
o Prefer not to say
Q24 Which of these describes your personal income last year?

o $0
o $1 to $9,999
o $10,000 to $24,999
o $25,000 to $49,999
o $50,000 to $74,999
o $75,000 to $99,999
o $100,000 to $149,999
o $150,000 and greater
o Prefer not to say