GLOSSIER.

beaut y ecosystem campaign

Madison L. Topolinski
JRN 556: Public Relations Capstone, Spring 2023
Central Michigan University

1
TABLE OF CONTENTS.

Table of contents 1
Executive summary 2
Client research 3-5
Audience research 6
Survey 7-9
SWOT 9-10
Social media audit 11
Problem research 12
Goals and strategies 13
Objectives 14-15
Key messages and talking points 16
Tactics 17-24
Channels 25
Personnel 26
Budget 27
Timeline 28
Evaluation 29-31
Conclusion 32
Appendices 33-45

1
EXECUTIVE SUMMARY.
The makeup and skincare company Glossier was launched with
the mission of creating a “people-powered beauty ecosystem.”
Beauty consumers were invited to an online conversation about their
preferences and dream products; a community quickly developed.

As beauty industry standards have rapidly evolved in the past five

years, Glossier has struggled to keep up. This plan focuses on the
common requests of Glossier community members, recommitting
Glossier’s promise to foster a people-powered beauty ecosystem.

Through product and merchandise development, a retail partnership

and micro events, social media campaigns, and brand refining, the
goal is to strengthen Glossier’s community and to evolve for the
betterment of the company.

2
CLIENT RESEARCH.
In 2010, a Vogue Magazine fashion assistant named Emily Weiss
started a blog called “Into the Gloss.” ITG featured the aesthetically
pleasing beauty routines of art gallery directors, fashion and beauty
editors, actresses and more. As the blog garnered millions of views, a
community developed. Looking to grow, Weiss had an idea to leverage
the minimalistic aesthetic that she popularized; in 2014, “Glossier”
was launched as an e-commerce direct to consumer company.

Weiss declared Glossier as a “people-powered beauty ecosystem”

that acted as a democracy and prioritized two-way communication
with customers. The website used to read “The Glossier ecosystem
survives and thrives on a symbiotic relationship with you, and her, and
her, and him. This is a group effort.”

Aesthetically pleasing Instagram and Facebook posts and ads quickly

made an impression on consumers. The brand became known for
millennial-pink packaging and product names like “Cloud Paint” and
“Balm Dot Com.”

Immersive IRL (in real life) pop-ups drew in crowds around the
country. Glossier and ITG made waves by often featuring women
of color and of various backgrounds. “Glossier literally defined a
category — the millennial, direct-to-consumer beauty brand,” states
Light Years Consultancy founder Lucie Greene. By 2018, users couldn’t
scroll through Instagram without seeing a mood-board like post from
Glossier.

3
CLIENT RESEARCH.
While other makeup ecommerce makeup brands grew during the 2020
pandemic, Glossier was overcome by controversy. Former employees
came forward with claims of racism and a toxic work environment.
This was the last straw for some of Glossier’s community members,
especially those who were critical of the brand for “only being for
model-like women with perfect skin.”

Additionally, Fenty Beauty was launched in 2017 and revolutionized

the makeup industry by prominently featuring 40 shades in their
base formulas, setting a new industry standard. A clean beauty trend
began to popularize on social media as well. Suddenly Glossier was
not the inclusive, innovative company it once was. As the company
tried to adapt, social media interactions became less prominent and
Glossier’s social media slowly ceased to evolve both aesthetically and
in its strategy.

In 2022, Kyle Leahy took over as CEO with Weiss now acting as an
Executive Chairwoman. In 2023, Glossier recommitted to “deeply
listen to their customers” and has opened more permanent
storefronts, launched at Sephora,and reformulated Balm Dot Com
to be vegan. Glossier is expected to reach $275 million in retail sales
by the end of 2023. These changes have slowly started to change
the narrative, but Glossier’s community want Glossier to be more
responsive and exceed industry standards.

4
 CLIENT RESEARCH.
most significant findings

• At the height of its popularity, Glossier focused on embodying

the concept of “Beauty in real life.” The brand did this through
reposting user-generated content, which helped contextualize its
products in everyday routines and to solidify the “Glossier Girl”
persona.

• Glossier’s brand awareness in cosmetics and make-up users is at

54% in the United States.

• Among the 54% of U.S. respondents who know Glossier, 28% of

people like the brand.

• 12% of cosmetics and make-up users in the United States use

Glossier. 54% who know the brand, 22% use them.

• 9% of cosmetics and make-up users in the United States say they

are likely to use Glossier again.

• 75% of their users show loyalty to the brand.

• As of fall 2022, 10% of U.S. cosmetics and make-up users have

noticed Glossier through media and advertisements in the three
months prior. “Of the 54% who know the brand, that’s 19%,
meaning at the time of the survey there’s little buzz around Glossier
in the United States.”
5
 AUDIENCE RESEARCH.
most significant findings

• Primary audience: Gen Z

• Secondary audience: Millennials

• External audience: Existing and likely potential customers

• Internal audience: Employees

• “In the beauty world, Gen z views compatibility (correct shade,

color, etc.), price (mostly $25-$49.99 per product), and brand as
the most important factors in their purchasing decisions. Social
media influencers were the second most popular answer choice
to the questions, ‘what are your inspirations for your cosmetic
purchasing decisions?’”

• Gen z accounts for 40 percent of global consumers and $150

billion in spending power in the United States alone, according to
McKinsey & Company.

• Developing a comprehensive long term strategy targeted at Gen

Z requires brands to be consistent with their values and to be in
constant, meaningful communication

6
 SURVEY.
survey demographics

• Survey demographic: 93.4 percent of participants were between

the ages of 21-29, with 6.6 percent being between the ages of 30-
40.

• 82.9 percent of participants were female, 13.2 percent were male

and 3.9% identify as nonbinary

• 75 percent identify as being a member of Gen Z, while 21.1 percent

see themselves as a millennial. 3.9% responded with other.

most significant findings

• 89.5 percent of participants use instagram, 78.9 percent use
Youtube, 69.7 percent use Facebook, and 69.7 percent use TikTok

• Millennials tend to favor facebook and instagram, sometimes enjoy

Youtube, some use TikTok

• Gen Z typically favors Instagram, TikTok and Youtube, though

Facebook isn’t completely irrelevant

• 68.4 percent shop for beauty products at Target, 64.5 percent at

Ulta, and 30.3 percent at Sephora

• 48.7 percent of participants shop for beauty products in store, 42.1

percent shop both online and in store, 3.9 percent shop online

• When as how often they engage with beauty content from

influencers, 50 percent of users responded not often, 34.2 percent
said sometimes and 10.5 percent said often 7
 SURVEY.
most significant findings

• 89.2 percent of participants value products that are budget friendly,

44.6 percent value products that are clean and 41.9 percent value
products that are eco-friendly

• when asked if $15-$30 is a reasonable price for beauty products that

had the above qualities, 54.9 percent of participants say yes, 35.5
percent say maybe and 7.9 percent say no

• When asked if they value the aesthetic of a beauty brand, 48.7

percent say yes, 26.3 percent say no, and 23.4% say maybe

• When asked what brands participants use regularly or used

regularly in the past, participants said Elf, colourpop, rare beauty,
Urban Decay, clinique, bareminerals, maybelline, and Cereve

• When asked how they want their beauty products to make them feel,
participants responded with key words like glowy, dewy, hydrated,
clean, natural, confident, refined, light, and flawless.

• 40.8 percent of participants said they were familiar with Glossier,

32.9 percent said they were not, and 26.3 percent said they were
somewhat familiar.

• Most participants do not follow Glossier on social media

• When asked what brands they prefer over Glossier, 37.5 percent
said elf, 32.1 percent Rare beauty, 26.8 percent Fenty Beauty, and
others wrote in Urban Decay and Clinique.
8
 SWOT ANALYSIS.

strengths
• Glossier is widely attributed to be the OG minimalist, no
makeup-makeup brand

• Glossier has maintained a strong aesthetic that has been

impactful on the beauty industry

• More than half of beauty user are familiar with Glossier

weaknesses
• Glossier has faced claims of racism and workplace toxicity

• Glossier has been accused of exclusivity; products are only sold

online (before Sephora deal), prices (particularly for merchandise)
are becoming too high, and photoshoots, social media and shade
ranges lack representation of POC, body, and skin types.

• Glossier has had decreasing social media engagement in the past

three years

• Other brands are quickly innovating in terms of quality, “clean”

formulas, and shade ranges.

9
 SWOT ANALYSIS.

opportunities
• Glossier has the resources to reformulate their products, refine
their social media and branding, and to become overall more
inclusive and accessible

threats
• Consumer may accuse Glossier of changing solely for the sake of
money

• Some may accuse Glossier of exploiting POC

• Reformulations can alienate loyal customers

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SOCIAL MEDIA AUDIT.
most significant findings
Glossier has
• 400,000 Facebook likes
• 160,000 Youtube subscribers
• 2.7 million Instagram followers

Glossier maintains a very active IG position schedule. The account has

4,000+ posts, with 39 posts in the past month (May-April 2023).

On Average, posts have 19K likes, engaging .63% of the account’s

followers (ideal interaction is between 1-5%)

The most liked posts featured Glossier brick and mortar stores,
Glossier merchandise, and aesthetic, mood-board like images (i.e., a
photo of flowers being carried in their net bag.)

The most common questions commented are

‘Why aren’t you available in Ulta or Sephora? (before they sold at
Sephora)’

‘Why don’t you ship to my country?’

‘Can you please make new products?’”

“Why haven’t you innovated (i.e., expanded your range of shades or

improved your ingredients) like other beauty companies have?”

In comparison, top competior ELF has

6.3 million facebook followers
2 million facebook likes
100,000 youtube subscribers 11
 ISSUE RESEARCH.
most significant findings
• It can be extremely beneficial for companies to utilize social media
influencers as an educational tool to help Gen Z intentionally
purchase clean beauty products

• The rise of “‘conscious consumerism’ spurred an increase in

concern regarding synthetic and chemical ingredients that are
prevalent in skincare

• “Glossier is a non-clean, non-sustainable beauty brand with

some good practices. While they have made strides in terms of
sustainability, there is still a lot of work to be done.”

• Increased online sales are not offsetting the decline in in-store sales

12
 GOALS.
• Strengthen Glossier’s community and recommit to a people-
powered beauty ecosystem

• Overall self improvement with culture and aesthetic

• Reach $300 million in retail sales in 2025

STR ATEGIES.
• Product and merchandise development

• Ulta partnership

• Social media campaigns

• Social media and brand refining

13
 OUTPUT OBJECTIVES.
Glossier. Clean.
Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Influencer pitch
Influencer posts

Glossier. Shade.
Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Influencer pitch
Influencer posts

Glossier IRL- Ulta Partnership

Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Micro-events

GlossiWEAR
Extend merch line
Announce via social media post

Brand identity style guide

Social media style guide

Emily Weiss and Kyle Leahy feature

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IMPACT OBJECTIVES.
• informational objective

Increase Instagram follower engagement from .63 percent to 4

percent by 2025

• attitudinal objective

Reinforce the perception that Glossier is an inclusive, people-

powered beauty ecosystem that is committed to self-improvement.

• behavioral objective

Influence more member’s of Glossier’s community, and likely potential

customers, to interact with posts and to make purchases.

15
 KEY MESSAGES.
• Glossier aims to foster an inclusive community

• Glossier is a people-powered beauty ecosystem

• Glossier is committed to self improvement and innovation

• Glossier aims to maintain a bold, modern and comprehensive

aesthetic that is ethically aspirational

TALKING POINTS.
• Glossier aims to foster an inclusive community through
representation, a wide-shade range, reasonably priced products
and the ability to shop online or in-store.

• Glossier is a people-powered beauty ecosystem. This means that

our team is in constant conversation with our community and that
every customer gets a say about the kind of products we make and
what they would enjoy from the community.

• Glossier is committed to self improvement and innovation. We are

constantly monitoring trends, formula innovations, and customer
requests to best improve Glossier and serve your needs. This
recommitment starts with transitioning our products to become
100% clean.

• Glossier aims to maintain a bold, modern and comprehensive

aesthetic that is ethically aspirational.

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 TACTICS.
GLOSSIER. CLEAN.

“Clean” makeup and skincare has cemented its place in the beauty
industry and in the minds of both Gen Z and Millennials. Brands like Kosas
have taken what was once a niche and has made it more accessible, raising
beauty industry standards in the process. An increasing number of Gen Z
and Millennials are starting to probe brands about their ingredients; the
Glossier Clean campaign is a response to the Glossier community’s want for
cleaner products.

This project includes

• A transition to become 100% non-toxic - Non-toxic products include

“Ingredients that ‘have not been shown to cause adverse health effects
at the levels found inside the formula and for the intended use… and a
product shouldnt include any ingredient that’s been deemed toxic at any
does by a third-party resource like the [EU].”

• Reformulate product by product, with special care not to alienate long-

term fans of specific products.

• A press release and social media post that would be released six months
prior to the re-launch of the product, social media posts upon launch

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 TACTICS.
GLOSSIER. CLEAN.
• A three-month clean influencer campaign starting the month of
launch; three influencers would team up with Glossier for three
posts that would be shared over the course of three months, on their
platforms and ours. Two posts would be 60 second videos that would
be minimally edited to include Glossier branding (in the style of the
Get Ready With Me videos) and posted as short form content on
Instagram, Facebook, TikTok, and Youtube. The other would feature
a photo and caption that showcased the product along with other
products from the influencer’s routine.

• Influencer examples

Chelsy Christina Kackie Reviews naturally-

175K TikTok 77k Youtube madisen
followers followers 48k IG followers
Clean hair and 16k IG followers Luxury routines
makeup products, Broad product while staying
sustainable style reviews. healthy
and lifestyle tip Relatable take on
clean beauty
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 TACTICS.
GLOSSIER. SHADE.
The beauty industry was again transformed after Fenty Beauty
launched 40 nuanced foundation shades in 2017. A new standard
was set and suddenly many brands expanded their shade ranges,
especially after the calls for societal change regarding racism in 2020.
The Glossier community has been critical of Glossier’s shade range for
years.

Glossier has recommitted to inclusivity and representation; one of

the most significant ways the brand will accomplish this is through the
Glossier Shade Campaign.

This project includes

• Extending the shade ranges of the Perfecting Skin Tint and Stretch
Concealer from 12 shades, and the Wowder from 5 shades, to 30
nuanced shades.

• A press release and social media post that would be released six
months prior to the re-launch of the product, and social media
posts upon launch.

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 TACTICS.
GLOSSIER. SHADE.
• A three-month social media campaign featuring Glossier employees
from around the country and their perfect shade match. Posts
would start the month of launch; six employees would produce
three posts at their leisure. The posts would be shared over the
course of three months on our platforms. Two posts would be 60
second videos that would be minimally edited to include Glossier
branding (in the style of the Get Ready With Me videos) and posted
as short form content on Instagram, Facebook, TikTok, and Youtube.
The other would feature a photo and caption that showcased the
product along with other products from their usual routine.

• The inclusion of Glossier employees from various areas of the

company, all representing different races, ethnicities, skin and body
types is consistent with Glossier’s commitment to inclusivity and
representation.

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 TACTICS.
GLOSSIER IRL - ULTA PARTNERSHIP
One of the most common questions from Glossier community members
in recent years has been “why don’t you sell at Sephora or Ulta?”
Glossier launched at Sephora in February 2023, to the delight of many
fans. However, survey findings and demographic information suggest
that Gen Z tends to favor Ulta over Sephora. Ulta has more stores,
spread throughout the country, and has the reputation of being less
expensive compared to Sephora.

It is also notable that Glossier storefronts consistently draw large

crowds and media attention, and related posts attract a large amount
of social media likes and engagement. Glossier has become notorious
for immersive, aesthetically pleasing pop-ups (and an increasing
amount of permanent storefronts) that many members of Gen Z aspire
to visit one day. Making the Glossier retail experience more accessible
to community members across the country is another way Glossier can
fulfill its promises of Inclusivity and accesibility.

This project would include

• A press release and social media post that would be released upon
finalization of the deal and a press release and social media post
that would be released for the opening-day micro-events across the
country.

• Opening-day Micro-events:
Small opening-day events would be held at the largest Ulta in each
state. A 20% (30% for employees) discount would be offered for that
day only and a display depicting a giant size of a Glossier bubble pouch
would act as a photo spot. Some merchandise would be sold for that
day only. Photographers would be in attendance.
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 TACTICS.
GlossiWEAR
Many Glossier community members were drawn to the company
because of its bold, unrelenting branding. The Glossier community
wants to be fully immersed in Glossier’s aesthetics. The Instagram posts
that get the most engagement are the posts that feature IRL stores
and merchandise. Glossier merch is often limited-edition, meaning it
often sells out fast. While there are upsides to this strategy, the more
merchandise Glossier offers, the more we can feed into the community
member’s want for an comprehensive, aesthetic lifestyle. It is also
important to note, that it would be advisable to lower some merch
prices; $45 candles will easily scare away Gen Z.

In this project

An announcement over social media would be posted a month before

launch, with another post made on launch day

Examples of Glossier’s most popular merch

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TACTICS.
social media and brand refining
Glossier has always had a bold, strongly-held aesthetic. However, at
times it has become too repetitive or out-of-touch. Glossier’s branding
needs to evolve while maintaing its roots. The goal is to have Glossier
Community members reguarly visiting the Instagram page for lifestyle
aesthetic inspiration.

The below style and content recommendations capture the same

feeling’s from Glossier’s earliest campaigns, but evolved to represent
modernism in 2023.

• Keywords
Utilitarian chic, high/low culture, feminine, natural, youthful,
modernism, glossy, clean lines, warm

• Popular posts
Glossier IRL
GlossiWEAR
Aesthetic, mood-board like imagea

Mini-mood board

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TACTICS.
emily weiss and kyle leahy feature
Founder, former CEO and current Executive Chairwomen Emily Weiss
continues to be the well-known face of Glossier, even after she has
stepped down as CEO.

Current CEO Kyle Leahy has brought much-needed change at a

respectable pace.

As Glossier continues to evolve and the campaign comes to an end, it

would be beneficial for them to reflect on Glossier’s evolution.

This project includes

• A feature pitch sent publications that typically cover Glossier.

• Coverage by numerous publications

• A strong emphasis on Glossier’s talking points

24
 CHANNELS.
Controlled Media
• Graphics

• Social media content - IG, FB, TikTok, YouTube Shorts

• Press releases

Uncontrolled media
• Feature

• Coverage

• Ulta promotions

Pitch to publications that frequently feature

Glossier, such as:
• The New York Times

• USA Today

• Glamour

• Refinery29

• Harper’s Bazaar

• Into the Gloss

• Who What Wear 25

PERSONNEL.
Display installers

Photographers

Formulators

Video editors

Merch distributors

• PR team

Social media specialist

Media relations specialist

Copywriter

Spokesperson

Event coordinator

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 BUDGET.
Ulta deal - 40% to 60% of sales

Ulta displays, installation, $30,000

Shade additions 3 products, $30,000

Clean transition, initial product, $20,000

Merch, $25,000

Photographers, $25,000

PR team, $3,500 a month ($84,000)

Total: $214,000 + Ulta deal

Where we’re saving.

Advertisements

Printed materials

Large events

27
TIMELINE.
May 2023 Clean reformulation begins

June 2023 Implement social media and brand refining

November 2023 Announce Glossier. Clean.

January 2024 Finalize and announce Glossier IRL - Ulta

February 2024 Shade extension formulations begin

May 2024 Clean reformulation launches

May-July 2024 Glossier. Clean. influencer campaign

June 2024 Merch production begins

July 2024 Ulta launch, Glossier IRL micro-events

August 2024 Announce Glossier. Shade.

November 2024 Announce GlossiWEAR extension

December 2024 Merch launches online and Glossier IRLs

January 2025 Pitch Emily Weiss and Kyle Leahy feature

February 2025 Shade extensions launch

February 2025 Emily Weiss and Kyle Leahy feature

February-April 2025 Glossier shade employee campaign

28
EVALUATION.
output objectives
• Glossier. Clean.
Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Influencer pitch
Influencer posts

Press releases, social media posts, and influencer pitches are created
and released, influencer content is posted

• Glossier. Shade.
Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Influencer pitch
Influencer posts

Press releases, social media posts, and employee pitches are created
and released, employee content is posted

29
EVALUATION.
output objectives
• Glossier IRL- Ulta Partnership
Announcement via press release
Launch press release
Announcement social media post
Launch social media post
Micro-events

Press releases and social media posts are created and released,
store displays are created, measure sales from each store that hosts a
microevent

• GlossiWEAR
Merch
social media post

Measure merchandise sales and engagement on posts featuring merch

• Brand and social media style guide

Create style guide

• Emily Weiss and Kyle Leahy feature

Create pitch, get featured in a wide-reaching publication

30
EVALUATION.
impact objectives

• Informational
Increase Instagram follower engagement from .63 percent to 4 percent
by 2025

Measure Instagram follower engagement

• Attitudinal
Reinforce the perception inclusive, Glossier is constant self-improving,
People-powered beauty ecosystem in Glossie community members
and makeup and skincare users

Distribute a survey polling repeat customers with accounts, regarding

their perception on Glossier

• Behavioral
Engage in social media, buy products

Measure sales from the second quarter of 2025

31
CONCLUSION.
Actions speak louder than words; the tactics of this campaign will
give Glossier community members tangible assurance that their
voices are valued and that Glossier is committed to evoloving not only
for the betterment of the company, but also for the betterment of the
culture around the beauty industry.

This campaign will assure that the people-powered beauty

ecosystem is alive and well.

32
APPENDICES.
survey results

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40
 APPENDICES.
press release example

FOR IMMEDIATE RELEASE Contact:

Phone:
Email:
Date:

Glossier is doubling their shade range

Glossier has announced shade expansions in all three of the company's
tinted complexion formulas. The Perfecting Skin Tint and Stretch
Concealer are going from 12 shades to 30, and the Wowder, from 5
shades to 30.

In an Instagram post this morning, Glossier stated that the shade

extension is an initiative for their campaign called "Glossier. Shade."
The shades will become available in Febuary 2025.

Glossier recently launched the first product of the "Glossier. Clean."

campaign. The Haloscope highlighter was reformulated to be 100% non-
toxic. Glossier plans to continue to roll out clean products once a year
for the forseeable future.

Over the past two years, Glossier has recommitted to inclusivity and
representation; one of the ways the brand hopes to accomplish this is
through the Glossier Shade Campaign.

-30-
Glossier is a people-powered beauty ecosystem. Buy our products online, at Glossier
IRL, or an Ulta or Sephora.
For more information, go to www.Glossier.com
@glossier

41
APPENDICES.
feature pitch example

Subject: Glossier exclusive

Hello,

I hope this email finds you well.

My name is _ , and I am sending this email on behalf of Glossier CEO

Kyle Leahy and Founder Emily Weiss. We would like to extend to you an
exclusive interview, fit for a feature.

Over the past two and a half years, Glossier has been committed to
self improvement for the betterment of Glossier's community and the
beauty industry overall. With an extended shade range, reformulated
products and retail partnerships, Glossier has made enormous strides
that we would like to reflect on publicly.

If this sounds interesting to you, feel free to contact me and we can

finalize the logistics and a guideline for the questions. I hope to hear
from you soon!

Thank you for your time,

42
APPENDICES.
social media pitch example
Subject: Glossier Partnership

Hello,

I hope this email finds you well.

My name is _ , and I am sending this email on behalf of Glossier CEO

Kyle Leahy and Founder Emily Weiss.

We have recentlly begun the process of transitioning our products to

become 100% non-toxic. If you are interested, we would love to work
with you on our "Glossier. Clean." campaign.

This campaign would be three-months long, starting in May. Three

influencers are being asked to team up with us for three posts posted
on their platforms and ours. Two posts would be 60 second videos that
would be minimally edited to include Glossier branding (in the style of
the Get Ready With Me videos) and posted as short form content on
Instagram, Facebook, TikTok, and Youtube. The other would feature
a photo and caption that showcased the product along with other
products from the influencer’s routine.

If this sounds interesting to you, feel free to contact me and we can

finalize the logistics. I hope to hear from you soon!

Thank you for your time,

43
APPENDICES.
instagram post example

Caption: Once exclusive. Now yours. Get your GlossiWEAR

online or at a Glossier IRL today.

44
RESEARCH LINKS.
https://bettergoods.org/glossier/

https://www.nytimes.com/2023/02/15/style/glossier-gen-z-make-up-skin-care.html

https://nyunews.com/culture/bstyle/2023/02/28/new-glossier-store-opening-soho/

https://www.fastcompany.com/90849720/glossiers-sephora-launch-is-part-of-a-bigger-transforma-
tion

https://www.businessoffashion.com/case-studies/beauty/elf-beauty-brand-strategy-cosmetics-skin-
care/

https://www.refinery29.com/en-us/2022/02/10854189/what-happened-to-glossier

https://roshnikanayalal.home.blog/2019/03/03/glossier-a-people-powered-beauty-ecosys-
tem-and-a-digital-winner-in-the-beauty-industry/

https://cdr.lib.unc.edu/concern/masters_papers/9z903862b

https://heinonline.org/HOL/Page?handle=hein.journals/wmaybur13&div=25&g_sent=1&casa_to-
ken=xJORcP36sk0AAAAA:HdXh-uv1lH9NV1DuEUWWu7KRiWydu7UuT8cki9Cq_4y4k_9C8F-
5w1a079W8Pd5H5CI0d5CSlWw&collection=journals

http://dln.jaipuria.ac.in:8080/jspui/bitstream/123456789/1334/1/How-COVID-19-is-changing-the-
world-of-beauty-vF.pdf

http://thinkific-import-development.s3.amazonaws.com/8603/GenZShoppingSeparatingMythfrom-
Reality-201007-150632.pdf

https://www.statista.com/forecasts/1340132/glossier-cosmetics-and-make-up-brand-profile-in-the-
united-states

https://www.cosmeticsinfo.org/product-reformulation/

https://www.hunterlab.com/blog/spectrophotometers-help-cosmetic-brands-create-more-di-
verse-foundation-shades/
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