Glossier Play: It's Play Time

it’s

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Agenda Research & Process Micro Movies Photography Strategy Online Link Here Celeste Miller

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Research & Process Micro Movies Photography Strategy

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Glamorous Wearable Beautiful Iconic Playful.

statement

All your makeup needs finally met.

Now, it’s playtime.

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mood

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gif inspo

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shot inspo

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lighting

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styling inspo

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model behavior

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gif tests

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team

Grant Kelly

Sophie Uribe

Caitlyn Bryant

Jacob Bern

Photographer

Model

Hand Model

Makeup Artist

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storyboards

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two.

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three.

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shot list Set 1: GIF #2 backdrop with table

Set 2: GIF #3 Set 3: GIF #1 f backdrop with/without table flat lay

- winding up of lipstick & -eyeshadow painting twisting of lipstick -lipstick painting -clean lips -eyeshadow painting x 2 -painted lips -eyeliner outline?

-kiss lips

Set 4: extra GIFs with film camera backdrop

-product shots with hand -model with glitter over -kissy face -close-ups of face and eyes

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production schedule week 1 week 2 week 3

pre-production production design photoshoot photo edits gif edits process book mock-ups

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Research & Process

Micro Movies Photography Strategy

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gif one

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gif two

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gif three

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Research & Process Micro Movies

Photography Strategy

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coming soon

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Research & Process Micro Movies Photography

Strategy Celeste Miller

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Because Glossier Play is new and has much potential to grow, it’s important to maintain a consistent image that differentiates the brand while also staying true to Glossier’s aesthetic. Bright colors and sparkles are key to the brand identity, while simple, natural, and happy themes are important for Glossier’s messaging. A mixture of micromovies and photographs will give strong product knowledge while also peaking creative interest among consumers.

mockups

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The styling of the micromovies are simple and natural, while also playful and sparkly. Glossier Play is a way for Glossier to complete a customer’s beauty needs with more outgoing options. Still for the no makeup-makeup girl, these are for when she wants to stand out a little more.

target

Name: Madeline Age: 23 Occupation: freelance photographer & manager at IF Lives in: Manhattan, New York with 3 roommates Hobbies: going to concerts, painting, walking around, reading poetry Favorite Artist: she’ll say it’s Bob Dylan but secretly it’s Marina Favorite Drink: cosmo when she’s feeling fancy, lemon drop when she’s in a good mood Celeste Miller

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While it is important for Glossier Play to stay true to its parent company’s aesthetic, it also needs to provide a unique perspective in interesting not only current Glossier customers but also new ones.

Emphasizing the show-stopping colors and textures of the makeup is the primary focus of the campaign, while also communicating the easy, playful, and fun aspect of wearing the makeup. Glossier Play is something you don’t need, but want. It’s something that you indulge in when you are feeling good, when you want an extra oomf. You don’t wear it all the time, but that’s what makes it so special. But, it’s so comfortable and versatile you could if you wanted to. Glossier Play is still there for the natural girl, but also for the girl that likes to show off a bit, the girl that’s in everyone.

message Celeste Miller

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Micro-movies perform best on social media, therefore the main initiative will be focused on Glossier Play’s instagram. However, since it has a lot of room to grow in the amount of followers, the micro-movies will also be posted to Glossier’s main account in fewer quantities to draw traffic to Glossier Play’s page. They will also be featured on Glossier’s story, as well as the website’s homepage and Glossier Play’s landing page. The coloring of the micro-movies is consistent with Glossier’s brand identity, but offers interesting textures and story-telling that would entice a broad audience. The photography from the campaign would also be great for billboard or wild posting assets as well.

marketing strategy

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thank you.

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