For an entrepreneur who had recently struggled to impress investors without a new technology, Weiss was hitting upon something at once obvious and revolutionary. Her customers lived on social, and her products are visual by design, which meant that, with the right tools in place, sites like Instagram could become Glossier’s R&D lab and marketing platform. So first, she ensured that customers would feel heard on Instagram -- having her marketing, editorial and customer service teams take turns responding to all comments publicly or by direct message. (This still happens today.) And then, critically, the company began using Instagram to build mini focus groups and quickly create products based on what they learn. One post in February 2016, for example, asked followers what they wanted most in a heavy-duty moisturizer. More than 1,000 people responded; the company took that feedback and used it to build a product called Priming Moisturizer Rich, which it released in January.