identity
Glossier is an up-and-coming makeup and skincare brand that celebrates real girls, in real life.
RATIONALE Glossier built its lines based on input collected from cool girls around the world to make beauty products that are relevant and efficient.
REAL & PERCEIVED NEEDS Real: Glossier fulfills the desire for light and breathable makeup that is easy to wear. It is a trendy, fun line that makes women feel cool and effortless. Perceived: Glossier helps women feel confident in their own skin. Too many makeup brands focus on covering up flaws, Glossier understands that real women are perfect and will celebrate natural beauty. Glossier is distinct because it promotes natural beauty through skincare products, and dewy, glow-y makeup.
WHY ENTER THE MARKETPLACE othe marketplace needs a beauty brand that cares about skincare as much as makeup. oglossier focuses on products that make makeup a choice, not a necessity. oglossier celebrates skin, flaws and all!
vision
GLOSSIER EXTERNAL IMAGE o Glossier s very name embodies the culture of the brand: young, fresh, glossy o This youthful approach to branding reflects its target demographic, while providing a strong basis for visual aesthetic o Glossier draws on the internet savvy of its millennial + audience o Glossier s self-proclaimed vision is to provide real makeup for real girls o It is the brand you want to be friends with
situation analysis
KEY COMPETITORS Milk Makeup o Milk Makeup believes makeup should be used for self-expression. o Like Glossier, they are an up-and-coming makeup line that has become popular with women 18-34 Strengths o Milk Makeup has achieved wider recognition because it sells in physical retailers, like Sephora. Weaknesses o Milk Makeup lacks a cult fanbase o Their social media presence is weak.
MILK MAKEUP POSITIONING Milk Makeup is a totally new take on makeup. o Smart, multi-functional products designed for self-expression. Target market: 18-30 year olds interested in beauty Brand promise: To create bright and bold makeup that makes you feel confident
KEY COMPETITORS RMS Beauty o RMS Beauty focuses on organic, non-toxic ingredients o Like Glossier, they care about skincare over heavy makeup. Strengths o RMS Beauty is sold in a variety of beauty stores across the US and several other countries Weaknesses o RMS Beauty is not sold in big storefronts, like Sephora o Their social media presence is not very prominent
RMS BEAUTY POSITIONING RMS Beauty brings you natural products with organic ingredients. Target market: 20-40 year olds who care about organic and clean skincare Brand promise: To transform the way women use makeup by creating non-toxic cosmetics that heals and nourishes skin.
BRAND ASSOCIATIONS oglossier identifies not as a brand, but as real people wanting to rethink the beauty industry. oglossier gains customer s trust by advertising through familiar channels like Instagram, Facebook, and other social media. ocustomers associate Glossier with lightweight makeup and skincare that actually work.
THE MARKET o Glossier is a makeup and skincare company o Glossier predominantly attracts millennials that are interested in lightweight makeup. o Glossier uses social media to target women who are trendy and contemporary.
TRENDS & OPPORTUNITIES Trends o Glossier is most popular through Instagram, and other social media advertising. o Glossier uses social media promotions to attract customers and encourage social sharing of purchases Opportunities o More pop-up venues o A steadily growing social media empire o Word-of-mouth promotions
TARGET AUDIENCE o Women between the ages of 18-34 o These are real women who are attracted to natural, effortless beauty o Glossier girls are trendy, fun, and are active on social media. o Glossier consumers expect to be provided with cutting-edge and trendy products that satisfy their desire for aesthetically pleasing products that are high quality.
positioning
POSITIONING STATEMENT For the woman who wants a beauty brand she can trust, Glossier provides the best combination of superior skin and makeup products, visual aesthetic, and digital savvy. Our customer dictated products promise to provide real girls with a trendy makeup routine.
VALUE PROPOSITION Functional benefits: o Glossier s products are beauty enhancing, and their tried and true everyday basics work to enhance natural beauty and perfect skin Emotional benefits: o Customers feel at ease when ordering products because they can trust that they will be effective
CREATIVE AND MESSAGE STRATEGIES Glossier s creative strategies are largely managed through social media: o Customers are featured Instagram, twitter, and Facebook. o They have product demonstrations on models of different skin tones o Multi-platform strategy through referring to customers to Glossier s different social medias o The logo skin first makeup second makes customers feel like the brand cares about the true you o Fostering community relationships through promotion codes that customers can share to receive a discount
brand elements & personality
o Simple, classic o Pink, white, and black
marketing program strategies
MEMORABILITY Glossier is an online brand, so they are in constant connection with digital users across their multiple platforms (Instagram, Facebook, Twitter, YouTube, Into the Gloss) Glossier has a distinct and cohesive aesthetic: minimal, feminine, trendy. To maintain memorability, Glossier must maintain aesthetic uniformity across its various social media platforms and consistently update each of them
MEANINGFULNESS The brand name Glossier is meaningful in its associations, as they reveal the aesthetic the brand is attempting to portray: Fresh Cool Glossy To amp up brand meaningfulness, Glossier can incorporate these takeaway phrases on packages or across their website.
TRANSFERABILITY The name Glossier is a beauty term, but it has meaning in other products. Glossy can refer to sleek designs, stylish clothing, shiny furniture, etc.
ADAPTABILITY The Glossier brand is adaptable digitally Through its social media intelligence, Glossier is able to anticipate the needs and desires of the Millennial generation, and will age with them
PROTECTABILITY The Glossier brand name is protectable, as it is a pioneer in the realm of digital beauty brands. o Glossier is unique and distinct To drive this concept home, Glossier plasters its name across its physical products othe Glossier logo itself has become as notorious as the brand s products.
product, price, and distribution strategies
PRODUCT STRATEGY Glossier wants to reinvent beauty so that it reflects the desires of real women. Makeup should be fun, easy, imperfect and personal. When you wear Glossier, you are naturally beautiful.
FUNCTIONAL BENEFITS Lightweight and easy-to-use products Simplicity is key; demonstrated through a limited product line o Glossier focuses on perfecting skin, rather than covering it with heavy makeup o A smaller line of products makes the few they do offer are more impactful
EMOTIONAL BENEFITS When you wear Glossier, you will be naturally beautiful. Glossier uses smiling, young and beautiful models o Consumers look at the Glossier spokespeople and see the hip, naturally attractive women they want to become
PRICE STRATEGY: SAME FOR SAME Glossier has superior product for the same amount of money as its competitors. It is a high-quality brand that balances product quality with product cost. Glossier won t break the bank, but it is more expensive than drugstore beauty brands.
PRICE STRATEGY EXAMPLE Glossier Skin Tint $26 1 fl oz Milk Makeup Blur Stick $30 1 oz RMS Beauty Un-Cover Up $32.20 oz
DISTRIBUTION CHANNELS Glossier is sold online exclusively through the official Glossier website, and through Glossier popup stores. Glossier distribution channels are limited so as to maintain the brand exclusivity.
IMC and digital strategies
COMMUNICATION STRATEGY Communication Strategy: Intimate and Personal Glossier advertising can reflect their intimate relationships with consumers by promoting incentives. oglossier can offer discount codes or sample products to those who give them free promotion
DIGITAL STRATEGY Digital Campaign: Cloud Paint o This campaign is photo and video driven to showcase the product, while still reinforcing Glossier aesthetic and product values. o Glossier is known for employing diverse models, and this campaign features a model with darker skin o In the beauty industry, not all blushes are made to show on every skin tone. Glossier is the exception.
leveraging of secondary association
SECONDARY ASSOCIATIONS Into the Gloss: Glossier creator Emily Weiss blog o Links to all of Glossier social media o Blog posts about Glossier s new products o Incorporates same aesthetic as Glossier website Beauty bloggers, YouTube beauty gurus, social media promoters o Glossier ensures it always has a presence on social media channels o Brings new audiences to Glossier o Helps increase name recognition and brand relevancy
Brand Awareness
BRAND AWARENESS o Convenience: Browsing at the click of a button and shipping right to your door. These are measured with call to action metrics, based on how many clicks and shares the content gets. o Trustworthy: Glossier products have been tested by beauty editors in order to create products that are valued and effective
BRAND AWARENESS cont o Personalized: Glossier listens to/engages with their consumers to see what products should be featured next o Youthful: Glossier promises youthful appearance through glow-y products, their brand aesthetic, and age of models.
brand associations
BRAND ASSOCIATIONS Bright, personal, lightweight makeup and skincare Cool, young, trendy, bright Glossier women feel naturally beautiful and confident in their own skin Lightweight makeup and natural skincare that enhances natural beauty rather than concealing it. Trendy packaging, personalized products, strong social media presence
POINTS OF PARITY Points of Parity: There are other beauty lines that promote real women o ex) Dove o But Glossier markets makeup in addition to skincare Other makeup lines have gained notoriety over social media o ex) LimeCrime, Milk Makeup, ColourPop o Glossier is the only beauty line sold exclusively online and in their own pop-up stores
POINTS OF DIFFERENTIATION Points of Differentiation: oglossier is an entirely digital beauty company oglossier has gained distinction through their Instagram and social media empire oglossier is unique in their determination to create products that value skin over makeup, yet are still glow-y and effective
FAVORABILITY Glossier represents different women of different colors. Everyone who uses Glossier can be beautiful in their own skin, no matter the shade. Glossier is more than makeup- it is a celebration of the beauty of woman. Confidence is valued over perfection.
brand narrative
BRAND STORY After years of being disappointed with beauty and skincare brands not following through with promised quality of products, there is finally a solution: Glossier is the beauty brand you can trust. Glossier is a brand that is your friend. Glossier listens to your needs, follows through on its promises, and takes customer desires into consideration. Through frequent social media interactions, Glossier assures that every customer is noticed and heard. Glossier is everything a customer wants in a beauty brand, and more.
BRAND EMOTIONS Glossier draws upon emotions of frustration with poor customer interactions with other beauty brands. o Glossier is not like the brands that promise quality products and fall short o Glossier assures premier products and values customer input Glossier also draws on emotions of trustworthiness and feelings of community through Into the Gloss and other online platforms. o Gives consumers platforms to express their opinions o Fosters positive feelings of trustworthiness and reliability
PURPOSE DRIVEN Glossier seeks to connect real women with real products that work. Glossier aims to represent women of all shades.
brand objectives and outcomes:
EXPECTATIONS For women to feel confident and beautiful in their natural skin. Glossier will reinvent the objective of makeup so that it is oriented towards enhancing beauty, rather than covering it up.
BUILDING BRAND EQUITY Glossier will expand internationally so that it gains traction in countries outside of the US Furthermore, Glossier will invest in more pop-up stores in order to attract customers to physical retail venues o This will also allow Glossier to expand its audience past those who only know it from social media
POSSIBLE OUTCOMES If promotion efforts are well-received: o Glossier will continue to grow, it will maintain its specific audience while becoming more mainstream. If promotion efforts aren t well-received: o Pop-up stores and international shipping will not be enough to expand Glossier s reach. o It will remain exclusive, but not mainstream
RECOMMENDATIONS Glossier needs to maintain a strong social media presence, as this is their premier method of growth. Glossier should invite more social media ambassadors and customers alike to try products o If the customers like the products, they are encouraged to share them on social media platforms Invest in more physical retail venues, such as pop-up stores, to entice new clientele. o A physical retail experience will allow customers to test products, and speak to Glossier representatives in person.