Brand Book by Chloe Morehouse

Brand Overview.

What is Glossier?

“Skin first, makeup second”

Core purpose: to give voice through beauty that encourages individual expression and inclusivity.

Perceived Need:

Aesthetic Packaging

• easily photographed to share on social media
  

“Clean” Products

• Rise in market for sustainable, quality products
  

“Skin first” Mentality:

• Most other brands focus on hiding insecurities rather than naturally enhancing subtle beauty, which is a core value of Glossier.
  

Desired Marketspace: Streetwear

Streetwear- casual fashion often popularized by being seen in public or on notable social figures, typically playing on logos and trendy aesthetics.

Glossier’s merchandise outside of makeup is limited. But the one piece of clothing (a hoodie) has been seen on celebrities and influencers, such as Timothee Chalamet.

With the already consistent success of limited merch, Glossier has opportunity to expand further in this marketplace.

Vision and Culture

Key points: targeting Gen Z

• Trendy and aesthetic
  
• Photographing well for social media
• Excellent quality

Aesthetics and trendiness are at the core of Glossier’s success. People are purchasing Glossier not only for the quality product, but also for the recognizable logo.

That is why streetwear aligns perfectly: because it’s logo- based and has high visual emphasis on the overall product.

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Target Insights & Key Market

Demographic: Females aged 16-25, specifically those on the lower budget end of Sephora who still want quality products (New Yorker)

Psychographic: CFO Henry Davis: “Glossier consumers are more a psychographic than an age range” describing their target market as people wanting to express their individuality through beauty products (Forbes)

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Positioning

Positioning Statement: Glossiwear by Glossier is designed for people that want to express their individuality comfortably while also looking trendy and cute.

Value Proposition: “At Glossier, beauty is about celebrating freedom of expression, individuality, and having fun.” “Combining expertise with our ability to engage directly with our consumers... As a digitally native brand, we’re able to do all of this at an accesible price point and provide a customer experience that is far superior.” -Matt Weiler, VP of Finance

Glossier maintains this positioning with reasonable prices and a deep focus and appreciation for aesthetic products.

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Brand Elements, Aesthetic, and Personality Development:

Slogan:

Name/Logo:

Packaging:

“Skin first, makeup second”

‘Glossier Pink’- the iconic color associated with the brand

Symbol: (alternative logo)

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The Product

Casual clothing with the prominent logo. Colors are light pastels that align with the aesthetic colors of existing makeup products.

Benefits:

• People like to be associated with the brand
  
• Comfortable, high quality clothing
• Can pair well with other streetwear clothing

Collabs: Working with other brands to create limited edition clothing creates excitement. For example, creating a sneaker with Adidas.

Price and Distribution:

Price: Glossier’s products don’t have the fast-fashion price tag, but also aren’t too unreasonably expensive for our demographic to afford.

More for More, to align with Gen Z values. Maintain the slightly higher price-point to:

• Ensure high quality products
• Fair labor practices
• Sustainability

The classic Glossier hoodie currently retails for $55

Communication Strategy.

Integrated Marketing Communication

Public Relations (PR):

Engage with fashion and beauty publications to secure coverage for the streetwear line.

Arrange for influencer reviews.

Social Media Campaigns:

Leverage Glossier's Instagram, Twitter, and TikTok to showcase the streetwear line.

Collaborate with influencers and streetwear enthusiasts.

In-Store Experiences:

Create immersive in-store experiences that blend beauty and streetwear.

Consider pop-up shops to showcase the streetwear line.

Digital Strategies

Video Content:

Create engaging video content for platforms like YouTube and TikTok. Tutorials, behind-the-scenes footage, and styling videos can showcase the versatility of the streetwear line.

Content Marketing:

Develop a blog or content series on Glossier's website that explores the intersection of beauty, skincare, and streetwear. This could include style guides and fashion tips.

Leveraging of Secondary Associations

Exclusive Drops in Glossier Stores: Create a sense of exclusivity.

Public Relations (PR): Engage with fashion and beauty publications to secure coverage.

Brand Awareness

Minimalistic and Playful Branding:

Glossier's branding is characterized by simplicity and playfulness.

Social Media Dominance:Glossier effectively utilizes these social medias to showcase its products.

Brand Narrative.

The Story

Digital Approach:

Glossier was one of the first beauty brands to leverage the power of digital communities.

Emily Weiss recognized the influence of online communities.

Becoming a Lifestyle Brand:

Glossier positioned itself as more than just a beauty brand when it became a lifestyle brand that celebrated individuality and self-expression.

Purpose & Emotions

Customer Empowerment:

Glossier empowers its customers by celebrating diversity and inclusivity.

Community Building:

Glossier seeks to build a community around its brand.

5 Sources of Connectivity

Promise:

Reiterate Glossier's promise within the streetwear campaign. This could include promises of inclusivity, simplicity, and celebrating individuality.

Trends:

Ensure that the streetwear collection reflects current fashion trends while maintaining Glossier's unique aesthetic.

Brand Objectives & Outcomes.

Expectations & Methods

Brand Reinforcement:

Reinforce Glossier's brand identity by ensuring that the streetwear line aligns with the brand's promise of inclusivity, simplicity, and celebrating individuality.

Audience Expansion:

Expect to attract a new audience segment interested in fashion and streetwear.

Possible Outcomes

Enhanced Brand Image:

A well-received streetwear campaign can enhance Glossier's brand image by showcasing the brand's adaptability.

Increased Revenue:

A successful streetwear campaign is expected to contribute significantly to increased revenue.

Brand Equity: Recommendations

International Expansion:

It may open up opportunities for Glossier to expand its presence in international markets.

Innovation:

The successful launch of a streetwear line demonstrates Glossier's ability to innovate