Campaign Development;
Glossier
This project entails an analysis of Glossier's marketing strategies, alongside the development of a bespoke campaign aimed at a new target audience. Comprehensive physical and digital marketing strategies are incorporated to facilitate the promotion of the campaign launch.
About Glossier
Founded in 2014 by Emily Weiss, Glossier stands as a distinguished skincare and cosmetics brand that emphasises on enhancing the natural beauty of women. Renowned for their minimalistic and natural aesthetic, Glossier is coveted particularly among Gen Z women who typically have a low spending power but still enjoy quality products.
Concept
During the time where the trend was big on heavy makeup, Glossier focused on prioritising skincare, thus their first collection of 4 products; Balm Dotcom, Soothing Face Mist, Priming Moisturiser, and Perfecting Skin Tint, a lightweight, sheer foundation.
Noteworthy for their user-friendly applications and their natural finishes, Glossier's makeup and skincare offerings embody the brand's commitment to simplicity, naturality, and inclusivity
Focusing on their brand identity of embracing imperfections, their products cultivate a fresh and dewy look that reflects the "Glossier girl" aesthetic. Offering an extensive selection of skincare and makeup solutions, Glossier's skincare repertoire encompasses cleansers, serums, masks, and moisturisers, while their makeup line features standout products such as the Cloud Paint, a creamy gel blush, and the Boy Brow, a tinted eyebrow gel tailored for their diverse consumer base.
Competitors & Brands Positioning
SWOT Analysis
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Strong and loyal consumer base.
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Affordable and reasonably priced.
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Lightweight and breathable products.
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Its minimalistic aesthetic and packagings enables the brand to have a large audience.
