GLOSSIER
Problem: Glossier is predominantly a female product. How do you take a traditionally one gender brand and expand it beyond age or gender?
Insight: Everyone deserves to feel beautiful regardless of age or gender.
Solution: If Glossier showcases itself as an inclusive environment for anyone of any age or gender, engagement would expand to a wider audience.
Beauty for You Campaign
Beauty goes deeper than appearance. Beauty is about authenticity and self-expression. If you aren’t able to be you, how can you ever feel beautiful? We’re over the one-size-fits-all approach to beauty. It stifles us, turning us into someone we’re not. Share your beauty because beauty starts with you.
Beauty For You: The Game
A promotional game with samples of Glossier products so our target is excited to discover their beauty not just alone, but also with friends.
Sample Cards:
1. Put this lipstick on and say five compliments while you look in the mirror.
2. Use these makeup wipes to remove your makeup.
3. Tell a time when you were really scared, but did something brave.
4. Put this perfume on and dance around the room.
Make this Beautiful Interactive Display
Interactive boards installed in airports and malls offers Glossier’s target audience the opportunity to help make this beautiful. By asking people to fill in the blanks and define beauty on the screen, they share their idea of beauty with others.
Sample Prompts:
1. Speak kindly about all people
2. Show understanding for others even when it’s hardest
3. Do random acts of kindness to make people smile
4. Be somebody who makes everyone feel special
5. Match your actions with your words
When do you Feel Most Beautiful Commercial & Tiktoks
Glossier encourages people to showcase the beautiful moments in their life by creating and posting a video to tiktok with the #beautyforyou. The commercial has a QR code that takes our audience to a landing page with instructions on how to create, post and share your tiktok. Each person who creates a tiktok receives a free Glossier sample of their choosing.
VO Copy: Expressing our true selves in each kaleidoscopic moment of life makes us feel most beautiful. What is beauty for you?