_the brand
“Skin first. Makeup second. Start with the most important thing: perfectly primed skin. Glowy, dewy skin is synonymous with Glossier, with products invented to bring out your best before reaching for makeup. Then makeup becomes the fun part, not the fix—as it should be”.
_company history -Glossier first launched in 2014 from creative innovator and creator of the blog Into The Gloss, Emily Weiss -Weiss set out with the idea to create a beauty brand that was “as much of an element of personal style as fashion” -Glossier heavily relies on two aspects to keep their business ahead of competitors, and that is one, branding, and two, a heavy digital presence paired with a reliable customer feedback loop -Weiss has stated that “inclusivity” is the company’s most core value and showing beauty in a more real life setting appeals to a greater demographic of millennial women -Glossier’s most notable attribute is their brand’s color of choice, an instantly recognizable shade of soft millennial pink, which fits perfectly among its millennial demographic.
_company info Glossier is a “people-powered beauty ecosystem.” Inspired by the people who use them, this beauty company was founded on the fact that beauty isn’t made in a boardroom—it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make.
_products Glossier’s product assortment consists of : skincare, makeup, body, fragrance ...and now, UMBRELLAS
When I started Into The Gloss, I wanted to make beauty as much of an element of personal style as fashion. As I interviewed hundreds of women, I became more and more aware of how flawed the traditional beauty paradigm is. It has historically been an industry based on experts telling you, the customer, what you should or shouldn’t be using on your face. —Emily Weiss, CEO
_store locations -Headquartered in Manhattan, New York -New York City store located at 123 Lafayette St. -Brand new Los Angeles store located at 8407 Melrose Place
-Primarily women, but also men, between the ages of 18-35 -They have a sustainable income, whether it is their own, due to the products higher price point -Live in metropolitan areas across the country -Branding and brand image are extremely important in their buying decisions -They are heavy followers of bloggers and social media personalities on various social media platforms -They are up to date with current trends, but also have their own individual sense of style that they cherish -Prefer to be conscious shoppers when possible in regards to sustainability
_demographics _psychographics
Democratize Beauty
_branding
_current marketing platforms
- social media marketing - influencers promoting the brand - daily email marketing - pop up locations in cities such as London, Toronto and San Fransisco
_our sustainable product While the Glossier customer is one who is up to date with current trends and cares about brand value and image, they are also one who is creative and innovative. Glossier is known for delivering their products in their signature pink zip bubble wrap bags and their customers love them. However, with any order regardless of quantity, Glossier ships the product(s) in the pouch, meaning that customers have collections of these pink pouches just sitting around. It became clear to us that there could definitely be a greater use for these pouches, and due to the practical material they’re made out of, we thought: what about an umbrella? This just isn’t any old black umbrella, but a signature millennial pink and white umbrella that is created for Glossier customers once they have collected 12 pouches. Not only does this product stay on brand within a unique product offering Glossier has, but we hope that the creation of this product inspires customers to continue innovation with the pouches.
_BRELLA
_ process photos
_marketing
_in-store marketing
_subway marketing MAKING RAINY DAYS A LITTLE LESS GLOOMY. protect yourself from harsh conditions at Glossier.com.
_social media marketing
_email blast
Rainy days just got a little less gloomy. There’s a 30% chance...
It’s already raining. And you need an umbrella.
Rainy days just got a little less gloomy.
_website
Umbrella
Brella is here. the protection you’ve been waiting for.
_website
_website
_thanks !