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Michelle Connor

Feeling like Campaign

Background

Glossier organically began in 2010 from CEO Emily Weiss’s blog Into the
Gloss. Emily Weiss used her expertise as a beauty blogger to build a skincare
and makeup brand that she felt was missing in the industry. As a millennial,
Emily Weiss believed that traditional beauty brands didn’t represent her
generation, and she wanted to make a brand that resonated with her. Her blog,
Into the Gloss, was a creative platform where real women shared their favorite
products and beauty inspiration. Glossier, Inc. was launched in 2014 with the
motivation that this beauty brand will “create the products you tell us you wish
existed” (Berger 1). Glossier, Inc.’s tagline “skin first. makeup second.”
emphasizes their message to their consumer to embrace one’s natural beauty
(Berger).

What is PESO?

Peso is a marketing and public relations acronym that represents that paid,
earned, shared and owned media. Paid media means the company is paying
for ads/content. Paid media is reliable because companies know their
message is being exposed on a particular platform (Robinson 1). Paid media
can be expensive, and many startup companies do not have this disposable
income. Earned media can be described as publicity. Earned media comes
from a third party and is imperative for a company’s reputation. Earned media
is cost effective, however it can be unreliable because there is no guarantee
that a brand will get exposure. The S in the acronym PESO stands for Shared
media. Shared media is can be described as “Amplifying content through your
own audience” (Robinson 1). This engagement can come from a company’s
partnerships and even co-branding with other companies. Shared media is
important because if an influencer is sharing a product that they love with their
followers it builds a foundation of trust between the brand and future
consumers. The O in PESO stands for owned media. This media is created
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Michelle Connor

Feeling like Campaign

and curated by the company itself. For example it is the brand’s website, social
media platforms, storefront etc. Using the PESO model is a way for marketers
to achieve a well-rounded successful brand (Robinson).

The Campaign

The Feeling like Glossier campaign is Glossier’s most recognizable campaign.

The campaign launched in 2019 and is the first T.V. advertising debut for the
company. The goal of the campaign is to not only showcase Glossier
products, but to also showcase individuals stories. This storytelling tactic
makes the consumer feel closer to the company and develop an emotional
connection with the brand; sticky communications. The unique part of this
campaign is the “models” for the advertisements are actual Glossier
employees and consumers. This makes Glossier more relatable to the
consumer and builds trust with future consumers. One of Glossier’s strategies
is building Glossier’s products into individuals every day routine instead of
solely showcasing only Glossier products in their advertisements.

In the Feeling like Glossier campaign one of the campaign videos is Feeling
like Ernest one of Glossier’s New York storefront employees. He explains in the
short 30-minute clip that he feels himself and that he’s “feeling like I’m
something special” in the Glossier environment (Glossier). This video feels raw
and unfiltered.
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Michelle Connor

Feeling like Campaign

Similarly, in another Feeling like Glossier campaign video Feeling like Sandy is
a glimpse into Sandy’s life. She is seen walking in the city with her
grandmother and explaining that Glossier products fits into her everyday life.
She uses the tagline “feeling like family” (Glossier) and feeling vibrant and like
herself in Glossier.

One of my favorite videos from the Feeling like Glossier campaign is Feeling
like Rajni. The video starts off with Rajni, Rajni’s two kids and Glossier products
that are strategically placed in between the toys. This product placement
creates the feeling that Glossier’s products are low maintenance and fit into
even the life of a busy mom.

Effective Messaging Tactics: Feeling Like Glossier Campaign

For this specific campaign Glossier used their social media platforms, such as
Instagram, Twitter and YouTube, and they debuted in T.V. advertising.

The most effective tactic that Glossier used in this campaign is being
relatable and approachable. This is achieved by showcasing the Glossier’s
community in their most intimate settings.

Furthermore, Glossier uses a storytelling tactic by putting bits and pieces of

Glossier’s employees life in the 30-second clips. This tactic engages the
viewer and creates an “emotional hook” (All Good Tales). Glossier created
short stories in this campaign to grasp the audience’s experience and
generated a feeling of love, family and hope. These feelings are presented in
these five different videos and the one thing that brings all these different
stories together is Glossier.

The person that would gravitate towards this message is the person who
wants to express themselves without the thirty-minute makeup routine. Glossier
wants their brand to fit and mesh into people’s lifestyles.
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Michelle Connor

Feeling like Campaign

Paid Media: Glossier

Glossier’s paid media includes their T.V. advertisements, video production,
billboards, and sponsored posts on social media platform presence. Glossier
also has three storefronts in New York, Los Angeles and London.

Earned Media: Glossier

Glossier’s earned media includes the various publications that shined positive
recognition on the company. For example, Forbes wrote an article “5 Reasons
that Glossier Is so Successful” and the author shares the successful
marketing moves Glossier has made to change the consumer and company
relationship in the beauty industry. Forbes emphasizes the innovative steps
Glossier has taken to make sure the needs and wants of their customers are
met.

Shared Media: Glossier

Glossier uses a direct to consumer model. This model has worked
tremendously for Glossier, and this success promotes many shared posts on
social media from their customers. Glossier teams up with lifestyle Youtubers
and influencers to post about their products and create organic conversation
in the comment section of social media posts.

Shared media becomes blurry in regards to if it is PR or marketing. Although

the social media influencer shares his/her own opinions about the product,
Glossier still uses marketing tactics to pay the influencer to post about
Glossier’s products on the influencers social media platforms.
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Michelle Connor

Feeling like Campaign

Owned Media: Glossier

Glossier’s owned media includes their social media platforms, website and
storefront locations. Glossier creates and curates the messaging, colors, fonts,
and overall aesthetics for their owned media.
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Michelle Connor

Feeling like Campaign

Key Takeaways & Lessons Learned

o Consumer Driven: Glossier has built their brand from merely listening to
their consumers and uncovering what was missing in the beauty industry.
Feeling like Glossier showcases their supporters and emphasizes that
Glossier products simply fit into various lifestyles effortlessly.

o Being comfortable with unconventionality: Glossier has learned that

times are changing and there has been a decline in traditional media.
Emily Weiss, Glossier’s founder, recognized this decline and wanted a
millennial woman to feel a sense of belonging and comfort in the beauty
industry. Therefore, Weiss took a chance and built her brand from a
fresh and new perspective.

o Building an Emotional Connection: Specifically in the Feeling like

Glossier campaign the goal of the videos was to showcase Glossier
employees and supporters living their life. In the Feeling like Glossier
campaign one of the main focuses is family and friends. This is a smart
marketing tactic because the audience will associate their loved ones
with Glossier.
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Michelle Connor

Feeling like Campaign

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