Simplify Feedback with Online Forms: Glossier Case

Running a beauty brand means knowing exactly what your customers want—whether it’s a new lipstick shade or a gentler moisturizer. But getting that info shouldn’t feel like a chore, either for you or your customers. That’s where online form and form builder come in.

These tools turn messy feedback into organized insights, no more sorting through random Instagram DMs or lost paper surveys. For Glossier, the cult-favorite beauty brand, using online form and form builder didn’t just save time—it helped them launch products their fans actually wanted. They didn’t just collect data; they built trust by showing customers their voices mattered.

Glossier’s Problem: They Needed to Stop Guessing About New Products

Glossier’s whole vibe is “skincare first, makeup second”—simple, effective products that fit into everyday routines. A while back, they wanted to launch a new serum, but they hit a wall: they had three formulas in the works, but no clue which one customers would pick.

They’d tried focus groups before, but they were expensive and only included a handful of people. They needed something faster, cheaper, and open to all their fans. So they decided to use an online form to ask their community directly.

Using Form Designer to Make Feedback Feel “On-Brand”

Glossier’s fans love the brand’s clean, minimalist aesthetic—think soft pinks, simple fonts, and no clutter. So when they built their feedback form, they used a form designer to make sure it felt like an extension of their website, not a random tool.

They picked pastels that matched their packaging, added small icons (like a tiny drop for “hydrating” or a leaf for “vegan”) next to questions, and kept the layout simple—no scrolling forever to finish. The goal was to make filling out the online form feel like a fun part of being a Glossier fan, not a task.

They also used a form creator to add smart little touches: if someone said they had sensitive skin, the form automatically asked follow-up questions about irritation; if they preferred vegan products, it highlighted the vegan serum formula. These small tweaks made customers feel seen—and more likely to finish the form.

Survey Creator & Custom Form: Turning Feedback into a New Product

Once the online form went live (shared on Glossier’s app and email newsletter), responses poured in—over 50,000 in two weeks. To make sense of all that data, they used a survey creator to sort answers by key details: skin type, age, and which formula people liked most.

The winner was clear: 72% of respondents chose the hyaluronic acid serum, and 85% wanted it to be vegan and fragrance-free. But Glossier didn’t stop there—they used a custom form to follow up with a small group of respondents, asking for feedback on the serum’s texture and price point.

This back-and-forth paid off. When they launched the serum, it sold out in three days. Fans took to social media to say things like, “I can’t believe Glossier actually listened to what we wanted!” That’s the power of using form builder tools the right way—you don’t just launch a product; you launch something your community helped build.

Why Form Generator Saves Time (Even for Busy Teams)

Later, Glossier wanted to collect feedback on their in-store experiences. Instead of building a new form from scratch, they used a form generator—it gave them a basic template for customer satisfaction surveys, which they tweaked to fit their needs.

They changed the template’s questions to be more Glossier-specific (like “Did our staff help you find the right skincare routine?” instead of generic “How was your visit?”) and added their logo. Done in 15 minutes—no design or tech skills needed.

This is where SurveyMars shines. They have a super easy-to-use form builder that lets you drag and drop elements, a form designer to match your brand, and a form generator with templates for everything from product feedback to event surveys. Glossier didn’t use SurveyMars for this project, but lots of beauty brands do—because SurveyMars lets you make professional-looking online forms in minutes, even if you’re not a tech whiz. Plus, it integrates with their CRM, so all feedback goes straight into customer profiles—no more copying and pasting data.

How to Make Your Own Online Form (Like Glossier Did)

Want to use online form and form builder to connect with your customers? Here’s how to start:

1.Keep it on-brand: Use a form designer to match your form’s colors, fonts, and style to your website or packaging. Customers are more likely to trust a form that feels “like you.”

2.Ask smart questions: Don’t just say “What do you want?” Be specific. Glossier asked about serum formulas, not just “new products”—that gave them clear data to act on.

3.Keep it short: Glossier’s form had 8 questions max. If it takes more than 2 minutes to finish, people will quit halfway.

4.Use a form generator for speed: If you’re in a hurry, start with a template. SurveyMars has templates for beauty, retail, food—you name it. Tweak a few things, and you’re ready to go.

5.Follow up: Glossier checked in with a small group after the first form. That extra step gives you deeper insights and makes customers feel valued.

Final Thoughts: Online Form & Form Builder Are About Connection

Glossier’s success shows that online form and form builder aren’t just tools—they’re ways to talk to your customers. When you ask the right questions, make feedback easy, and act on what you learn, you don’t just get data—you get loyal fans.

SurveyMars makes this easy for any brand, big or small：https://surveymars.com/116. Their form builder is simple, their form designer lets you stay on-brand, and their form generator saves you time. Whether you’re a beauty brand testing new products or a café asking about menu items, SurveyMars helps you turn feedback into action.

At the end of the day, customers don’t care about fancy tools—they care that you’re listening. And with online form and form builder, listening has never been easier.

Q1: Can I add an "Other (Please Specify)" option to single-choice questions on SurveyMars, or does platform rules prohibit this?

A: No, it’s allowed—but with compliance rules. You can add "Other (Please Specify)" as an option, and the platform will auto-generate a text box for respondents to type custom answers. Rules to follow: 1. "Other" cannot be the only option (must be paired with at least 2 predefined options) to avoid collecting unstructured data unnecessarily. 2. The text box for "Other" responses must have a character limit (500 characters max, per platform rules) to prevent spam or overly long entries.

Q2: Does SurveyMars require or recommend randomizing option order for multiple-choice questions, and are there rules about when to use this feature?

A: It’s not mandatory, but strongly recommended by platform rules to reduce order bias (e.g., respondents choosing the first option by default). You can toggle "Randomize Options" in the multiple-choice editor. Platform rules include exceptions: 1. "None of the Above" or "Other" options must stay fixed at the end (not randomized) to avoid confusion. 2. Options with inherent order (e.g., "Very Young" → "Young" → "Middle-Aged" → "Elderly") cannot be randomized, as this would disrupt logical flow—SurveyMars’ system will flag attempts to randomize ordered options.

Q3: Does SurveyMars allow replacing text options with images (e.g., product photos) in single/multiple-choice questions, and are there platform rules for image options?

A: Yes, but with image guidelines. You can upload images (JPG, PNG, GIF) as options, but must follow these rules: 1. Image size: Max 2MB per image (free users) or 5MB per image (paid users) to ensure fast loading. 2. Content rules: Images cannot contain text (platform rules require text to be in the option label, not the image) or violate copyright (you must own or have permission to use the images). 3. Accessibility: Each image must have an alt-text description (e.g., "Red Product Model X") to comply with ADA guidelines—SurveyMars will prompt you to add alt-text before saving.

Q4: When building a matrix question, does SurveyMars have rules about how many rows (items to rate) or columns (scale options) I can include?

A: Yes, to maintain survey readability. Free users can create matrix questions with up to 10 rows and 5 columns; paid users can have up to 20 rows and 7 columns. Platform rules also require that matrix questions fit within a single screen (no scrolling to see all rows/columns) on mobile devices—if your matrix exceeds this, SurveyMars will notify you to split it into two smaller matrices. This rule ensures respondents don’t miss items due to hidden content.

Q5: What exactly is a scale question in surveys, and what’s its main purpose?

A: A scale question is a core quantitative survey 题型 (question type) that uses a standardized, ordered set of options (called a "scale") to measure respondents’ subjective attitudes, opinions, satisfaction, or preferences. Its main purpose is to turn abstract feelings (e.g., "satisfied" or "disagree") into measurable, numerical data—making it easy to analyze trends across groups. For example, asking respondents to rate a product’s quality on a 1–5 star scale is a classic scale question.