Rebranding Guide
Table of Contents 1
Client Profile
2
Creative Brief
3
SWOT Analysis
4
Expanded Target Market
5
Mood Boards
6
Competitor Analysis
7
Style Guide
8
Logo Design
9
Print Ad
10
Media/ Merchandise
Client Profile About Glossier Glossier, founded in 2010 by Emily Weiss, is a makeup and skincare company that emphasizes on natural beauty. All of Glossier’s products are cruelty free.
Mission/ Vision Glossier’s brand is all about natural beauty, working with what you have, and taking care of your skin above all. “Glossier was founded on the fact that beauty isn’t made in a boardroom- it happens when the individal is celebated.”
Current Target Audience Glossier targets teens to early 30s. Primarily females. Middle to upper class people. High school or college students. People who care about their appearance and have a desire to take care of their skin.
Tone/ Current Style The current style at Glossier is very minimalistic and airy. The brand uses neutrals and skin tone colors in their ads to symbolize clear skin.
Creative Brief Unique Selling Point Glossier has a unique brand. Glossier encourages its buyers to embrace their natural beauty and to use products that protect it. This is a unique concept for its time because a popular trend right now is heavy makeup, yet Glossier is still successful.
Objective/ Purpose/ Goal Glossier could benefit from hiring a celebrity endorser, as they have never used a big name to promote their brand. Glossier is becoming more well known as they open more stores and sell their products in stores like Sephora, but the company is still considered niche.
Words that describe the apearance. Light, airy, glossy, minimalistic, glossy.
SWOT Analysis Strengths Glossier has a strong and unique brand. It is gaining popularity because of how trendy it is.
Weaknesses
The brand is not as well known as it could be. They have high prices for a small amount of product.
Opportunuties Glossier has never used a celebrity endorser nor have they ever updated their logo. Both options could prove to be beneficial to the company.
Threats Milk Makeup has a similar brand and similar products, as does Glamglow.
Expanded Target Market
Name: Peach
Gender: Female Age: 23
Location: Manhattan Income: 20k-30k
Social Class: Middle- Upper class
Occupation: Blogger/ Freelance Graphic Designer Education: Bachelors in Fine Arts Marital Status: Single
Hobbies: Going to concerts and art galleries, clubbing, photography, traveling.
Mood Boards
Competitor Analysis Milk Makeup This company has a very similar brand to Glossier. Milk Makeup’s message is almost the same because their focus is on natural beauty and skincare.
Glamglow Glamglow is a trendy skincare brand that has made their way onto many social media influencer pages.
Style Guide Color Pallette
C:0 M:16 Y:0 K:0
C:17 M:43 Y:52 K:29
C:15 M:12 Y:0 K:0
C:17 M:36 Y:42 K:0
C:13 M:22 Y:0 K:0
C:0 M:14 Y:15 K:0
Typefaces Baskerville-
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Didot-
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Logo Design
Glossier
Glossier Glossier Glossier Glossier Glossier G
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Print Ad
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Glossier. Skin is in.
Merchandise
Glossier.
Glossier.
Glossier.
G Glossier.
Kyra Sjolund Ksjolund523@flagler.edu ART 230