Glossier is killing their content game. Beauty shoppers on the hunt for the latest, greatest cosmetics often have on-the-go lifestyles to match. This demands that brands meet them all along the way, not just when they’re in the mood to shop. Plenty of people scroll through their social media feeds while waiting for a train, bus, or Uber each day (or in line at the grocery store, the post office, or anywhere else, for that matter). Creating engaging content to help pass the time during these moments is a great way to reach more mobile-first shoppers.