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PAGE 6/7 WHO ARE WE? PAGE 8/9 OUR COMPETITORS AND USERS PAGE 10/11 VALUES AND OUR VISION PAGE 12 WHAT’S THE GOAL WHO CAN WE HELP. PAGE 13/17 BRAND GUIDELINES STORE AND STAFF REQUIREMENTS PAGE 18/21 GOODIES PAGE 22/25 TOUCH POINTS, GUIDELINES, STRATEGIES, SUSTAINABILIT Y
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SKIN FIRST, GLOSSY, VEGAN
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We’re Glossier, a beauty company inspired by what girls need in real life. We’re creating the new essentials: easy-to-use basics that form the backbone to your unique beauty routine
Ingredients - Cruelty Free, Vegan, Great for both sensitive and oily skin. History – Brought by a real person who actually had a real needs of her own - Emily Weiss. She carried a loads of research around her friends who were complaining about not being able to find time to put their make up on and needed something extra to achieve the best possible looking skin – even after a horrible acne. End result – each product that is being brought up to our clients is being tested by us before. We carry on a professional, medical researches on many different skin types and we are highly motivated to deliver the best possible result for each skin. Product form – all of our products were designed to be fun to work with, we believe everyone still has that little baby inside of them and is happy to apply their make up by their fingers. We care that each of our product is also aesthetically satisfying for everyone, that’s why our designs are pretty minimalistic and simple but still modern.
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Glossier isn’t just a skincare brand. We are a lifestyle – a light, natural, glossy, dewy outfit for your face and body. Ladies, gentlemen – don’t worry we are here to help you, your skin will apreciate it and will be thankful to you. Because of our price range we aren’t the cheapest but definitely the most generous to our customers. We are proud to say we have been surrounded by so many innovative beauty brands such as: Drunk Elephant, The Ordinary, True Botanicals, Dr. Perricone or Dr. Hauschka.
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“Start with the most important thing: perfectly primed skin. Glowy, dewy skin is synonymous with Glossier, with products invented to bring out your best before reaching for makeup.�
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Skincare first – make up second. We believe that beauty comes from the heart and needs to be cherished with the right products. Clients’ needs to be aware that their skin will be thankful to them if they apply the right moisturiser and serum. As glossier we believe in satisfying our clients by satisfying their needs. We love to embrace their real look – flawless, full of glow, natural skin. We don’t want to follow the basic beauty standards as we believe that beauty is within everyone. Most of the times customers forget about the most basic care routines such as taking their make-up off or applying a moisturiser. We are here to start the trend of healthy and glowy skin topped up with a quick and easy make up.
“_ trust us, we're you.”
“Most Glossier employees started out as customers. Which is why the team naturally takes a customer-minded approach to the work each and every day. “ That is how we build a trust bound with our customers. We genuinely believe we know what they are going through and we want to help them to achieve the best possible look.
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According to C.L. Campbell “memories have longstanding effects on outcomes like brand loyalty, awareness and recall, and positive word of mouth” this is why our mission was to rely on great aesthetics – for us aesthetics are as important as a quality. We knew that story telling isn’t everything, we wanted to be a part of our customer’s lifestyle. We need our customers to dance as we play, so we gave them a memory that can only be associated with Glossier. That’s how our tiny stickers appeared, it’s a nice little touch of personalisation that can be stack into anything: their mobile phone or even our products. We believe stickers will always bring a good memories and remind them of the sweetest times they was going through while unpacking their Glossier order.
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We are willing to help anyone. However our main target customer would be young (16-35) girl who is looking to achieve the glossy, dewy, non-make up look. We are working the hardest to make all girls aware that it’s okay not to apply loads of make-up on their face and still be gorgeous. We want to break the strerotypes and teach all the girls that most important thing is the attitude and smile. Our “Get Ready with Me” videos, have been filled with natural looking girls that aren’t the “classical beauties”, and sometimes struggled with loads of skin conditions such as acne. However its their special attitude that makes them look and feel beautiful. One of our first videos was published on 15/03/16 and its been watched nearly 2 milion times. We have received a tones of great comments and our sales have increased over six hundred times (per year). We want our girls to feel comfortable when applying make-up. Everyone is welcomed – in any time of their life, day or year – we have everything covered.
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Each cardboard package is nicely prepared by our workers on the site of the warehouse. We assure there is nice quote written inside of each package, such as: “Beauty. Art. The Internet”, or “Make the world Glossier” etc. Our mission was to create an experience, a happy memory, the smile on each face while they dig into their new parcel. Another little touch up that we have come up with, was the idea of packing all the cosmetics into a bubbly plastic bags – those are great because of their reusability. A brand new make-up bag, plastic wraps for the airport, camera’s safety case or even a purse – possibilities are endless.
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“Glossier was founded on the fact that beauty isn’t made in a boardroom—it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make. “
Our colour palette
is very basic but aesthetically friendly. We chose light, pastel colours. We require all the shop workers to always be smiley, happy and friendly and of course wear pinky (Pantone706C) uniforms (long jumpsuit) and always white trainers.
Our shops in New York and San Francisco got different opening times, however we need to remember to keep them open whilst our peak times – from 1 till 5 PM. Both cities never sleeps, although we do – this is why our shops are open from 11 (San Francisco) and 12 – for New York City.
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“The ideal intern is committed, creative, organized, ambitious, independent, and able to crack a smile, whether meeting a celebrity or folding socks.� - Emily Weiss 16
We only use Apercu Pro font – we keep it simple, black or white when it comes to logo (make sure its bold in this case – just try “Apercu”). All the different colours needs to match our colour scheme (see on previous page). Apart from all the muted pinky colours, we appreciate other pastels – light baby blue (Pantone 13-4308 TCX) or darker pink (Pantone 504 M). We appreciate text to be as visible as our logo – please only type in black or white, other than that there aren’t many rules to follow – just have fun. We want our customers to feel like in heaven when they see us, cotton candy, whipped cream, clouds, vegan, beauty ecosystem, dreamy. That’s our tone of voice – easy, friendly but also professional – we want our customers to feel like we know what we talk about. Because we do! All the posters needs to be glossy, high resolution, beautiful skin, effortless.
All the girls/boys who are on the shop floor have to follow our number one rule – Always Smile. Skincare first, make up second. Please only wear glossier make up during your shift – it’s the best way to show our customers how the product looks on the skin in real life. We require all the staff to know the main ingredients of each product and of course please continue to remind everyone that all the products are vegan and not been tested on animals – sustainability is huge nowadays. Please always fill out the forms for client – knowing and then writing each client’s name on their shopping list is another little personalisation touch up. Make sure the music played within the shop is calm but also modern eg. Frank Ocean. Make sure your manager knows about your lunch break – 30 min long and two 15 mins long. Please always discuss with the other team mates their lunch times – we require at least 3 workers to stay on the shop floor at all times. We are all friendly to each other, however please stay professional. Being drunk or drugged is definitely prohibited. We have zero tolerance for bullying, if you see anyone being rude to anyone – clients or colleagues – please let the manager know. 17
GLOSSIER YEAR BOOK 2018 Skincare category:
Milky Jelly Cleanser: Cosmopolitan 2015 and Allure Best of Beauty 2016 winner. The real prom queen – one of the best sellers – a conditioning facial cleanser.
Invisible Shield: non-comedogenic sunscreen for face with the SPF 30.
Recommended for the daily using by the Skin Cancer Foundation. 18
Priming moisturizer rich: a rich, deeply moisturizing face cream for day or night.
Balm dotcom: An all-purpose skin and lip Solution: balm. One of Comes in six our newest different pupils. flavours: A daily original, face birthday, rose, exfoliator. cherry, mint and coconut. Also available to buy as Trio – makes Super Bounce: you save up 5 A Hyaluronic Acid pounds. (super hydrating) Moisturizing Moon Mask: Mega green galaxy pack: Super Glow: A Vitamin C A moisturizing face mask. A winner of Self Beauty Awards (reduces dark spots and 2015 - deep cleansing face creates smoother skin) mask. Super Pure: A niacinamide (Vitamin B3 – soothing, reduces the redness) face Serums. Soothing Face Mist: hydrating face mist. Priming Moisturizer: Teen Vogue Game Changers 2015 winner. The perfect daily face moisturizer.
available seperately or as a set of three
Makeup category: Lidstar: Eye glowing shadow. Comes in six different shades: herb, faw, cub, lily and moon.
Boy Brow: an eyebrow filler and shaper. Our no. 1 bestseller, winner of Allure Best of Beauty 2016 and Teen Vogue Game Changers 2015. Cloudpaint: Our Number 1 Bestseller. Natural looking creamy face blush. Comes in four different shades: Haze, Dusk, Puff and Beam
Lip Gloss: clear lip gloss, works great with our Generation G lipstick
Stretch Concealer: flexible and buildable, comes in five shades: light, medium, dark, deep and rich. Super seamless.
Perfecting Skin Tint: Our Skin tint comes in five shades – to match our concealer. It’s super light, breathable and dewy.
Generation G: sheer matte lipstick. Comes in six shades: zip, cake, like, crush, jam and leo.
Haloscope: Our highlighting stick – the happy winner of 2016 Glamour Beauty Awards and 2017 Into The Gloss Top 25 Awards. Comes in three shades: quartz, moonstone and topaz
Wowder: powder which takes away all the unwanted greasiness. Comes in three shades: Light/Medium, Dark/ Deep and Rich.
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Body and Fragrance category:
Glossier You Perfume Solid: a compact, solid version of You.
Body Hero Duo: daily oil wash and daily perfecting cream. Also available separately.
Glossier You: the ultimate personal fragrance.
All our products are: dermatologist tested, appropriate for all skin types, non-irritating, paraben free, alcohol free and cruelty free. However only most of them are vegan: milky jelly cleanser, solution, invisible shield, soothing face mist, mega green galaxy pack, super pure, super bounce, super glow, generation G, wowder, lip gloss and perfecting skin tint.
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Together with Into The Gloss we create an amaz-
ing content full of beauty/fashion/politics issues. We are much more than just a skincare brand. Emily Weiss created Glossier to help out herself and all the Into The Gloss readers who weren’t happy with their skin and make up routine. The seamless bit was for those who aren’t too keen on using brushes and who also enjoy applying make up only by using fingers. We have started it out with our Cloud Paint which is now one of the bestsellers, it’s super natural however because of its buildable formula, even huge makeup lovers can pull the look with this product. I believe this is what we are – we are buildable, anyone is able to find something for themselves – within the shop or by looking at our social media/ Into The Gloss. The fact our readers fell in love with the whole Glossier assortment allowed us to gain a load of hype, we adore our customers – it’s mostly them who advertises and create content for us on social media. To remain real and truthful to our fans/customers, we genuinely go through Glossier hashtags every day and click “like” on every picture. Keeping promises is the key to the success.
Being part of the Glossier team isn’t a privilege, it is an entertainment. We are super real to what we are doing, this is why people want to check us out, but really… this is how they really get into it. Currently we even had celebrities like Beyonce or Chrissy Teigen wearing our make up to the red carpet – once again, it’s a great way to advertise. We genuinely believe that we are a good and happy people so we want the company to be associated with people like us. Packages we use to dress up our product are simple and small – easy to fit into any purse. All these concepts were brought by real life needs. No one wants to carry around a huge powder or blush with them, life is comfortable when our goodies aren’t that visible.
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Another way to stay truthful is by
doing a loads of research before launching a new product. Our newest goodie was a “Solution” – the exfoliation formula for your face. Beautiful skin is the key to the success and exfoliating has been really big recently – we noticed that amongst our competitors and also by looking at what people talk/discuss on our social media. We always intend to deliver great product associated with great aesthetics, the pump included within Solution package was created mainly because the product should only be touched once within certain area, but also it’s a nice visual aspect. Before releasing Solution we carried a long research by using of course only PEOPLE. It was a long process, however it been worth it, as the product has become one of the favourites.
We know how annoying SPAM can be however we managed to obtain it and made it pleasurable. Each customer who is willing to get a 20% discount has to sign up to our newsletter. We decided to go bit further – as we are all super friendly – and allowed the customers to use the link provided by us by sharing it with a friend. Each customer who shared the link gets 10 pounds free in their next shopping.
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Bibliography/References: Babe/Laura Casado. 2017. What it’s like working at the most Instagrammable brand in the world. [ONLINE] Available at: https://babe. net/2017/06/02/working-at-glossier-3335. [Accessed 20 March 2018]. BrainyQuote. 2018. Emily Weiss Quotes. [ONLINE] Available at: https://www.brainyquote.com/authors/emily_weiss. [Accessed 5 April 2018]. Colin L. Campbell, 2017. The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World: Proceedings of the 2011 World Marketing Congress (Developments ... of the Academy of Marketing Science). Vol.1, Springer International Publishing. Eveningstandard/Emma Mccarthy. 2017. Glossier: everything you need to know about the cult beauty brand's launch in the UK. [ONLINE] Available at: https://www.standard.co.uk/beauty/glossier-uk-everything-you-need-to-know-about-the-cult-beauty-brands-launch-in-theuk-a3653916.html. [Accessed 31 March 2018]. Glassdoor. 2018. Working at Glossier. [ONLINE] Available at: https://www.glassdoor.co.uk/Overview/Working-at-Glossier-EI_IE1323830.11,19. htm?countryRedirect=true. [Accessed 14 March 2018]. Into The Gloss/Emily Weiss. 2017. Let Me Introduce Glossier You. [ONLINE] Available at: https://intothegloss.com/2017/10/glossier-you-review-emily-weiss/. [Accessed 5 April 2018]. Robots/Morgane Santos. 2017. Design Inspiration: Glossier. [ONLINE] Available at: https://robots.thoughtbot.com/design-inspiration-glossier. [Accessed 3 April 2018]. Techcrunch/Connie Loizos. 2018. The beauty company Glossier just closed on whopping $52 million in fresh funding. [ONLINE] Available at: https://techcrunch.com/2018/02/22/the-beauty-company-glossier-just-closed-on-a-whopping-52-million-in-fresh-funding/. [Accessed 28 March 2018]. The Odyssey Online/Lexie Miller. 2016. The New "It" Line In Skin Care. [ONLINE] Available at: https://www.theodysseyonline.com/glossier-skin-care. [Accessed 3 April 2018].
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Youtube/Ian Sta. Maria. (2017). GLOSSIER SHOWROOM Tour + Haul (New York City) | Ian Sta Maria. [Online Video]. 8 July 2017. Available from: https://www.youtube.com/watch?v=d7spmvXRyaU. [Accessed: 5 April 2018]. Youtube/Linda Stefanie. (2017). THE NYC GLOSSIER SHOWROOM // Linda Stefanie. [Online Video]. 6 April 2017. Available from: https://www. youtube.com/watch?v=TgFrdSaenEU. [Accessed: 4 April 2018]. Youtube/TIME. (2017). How The 'Glossier' Founder Built Her Socially-Driven Beauty Brand | Next Generation Leaders | TIME. [Online Video]. 16 May 2017. Available from: https://www.youtube.com/watch?v=BVr69fN4tlU. [Accessed: 4 April 2018]. Youtube/Y Combinator. (2017). Emily Weiss on the Insights That Grew Glossier - With Amy Buechler at the Female Founders Conference. [Online Video]. 26 July 2017. Available from: https://www.youtube.com/watch?v=ex-fXyRJTU8. [Accessed: 3 April 2018].
Ethics declaration: I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in condict of this project. ......................................................................
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List of images: Glossier, (2016), logo [ONLINE]. Glossier, (2016), logo [ONLINE]. Available at: https://static1.squarespace.com/ static/549ea71ae4b031a7658beacf/t/5a67a612652dea33e29e6d99/1516742759845/Glossier+logo?format=750w [Accessed 5 March 2018] Glossier, (2016), girls [ONLINE]. Available at: https://thumbor.forbes.com/thumbor/960x0/smart/ https%3A%2F%2Fblogs-images.forbes.com%2Fjannamandell%2Ffiles%2F2018%2F02%2Fglossier-skin-tint.jpg [Accessed 5 March 2018]. Glossier, (2016), “If you were a Balm Dotcom, which one would you be?” [ONLINE]. Available at: https://pbs.twimg. com/profile_images/519069456148885507/m8xAF3KB_400x400.jpeg [Accessed 5 March 2018]. Sheerdeluxe, (2017), Glossier [ONLINE]. Available at: https://sheerluxe.com/sites/default/files/2017/10/glossier-uk_0.jpg [Accessed 2 April 2018]. Glossier, (2017), icons [ONLINE]. Available at: https://78.media.tumblr.com/3977503f4d3e3f33639bc544cd89115c/ tumblr_p7e69oUxfq1vmbum1o1_540.jpg[Accessed 2 April 2018]. Glossier, (2017), icon [ONLINE]. Available at: https://78.media.tumblr.com/176918f251444cd74a25eb73435cd480/ tumblr_p7e69oUxfq1vmbum1o2_400.png[Accessed 2 April 2018]. Glossier, (2016), Picture [ONLINE]. Available at: https://static1.squarespace.com/static/5873e145db29d64dfa6a816f/587685c9db29d6ab1b41eb4d/587688a4197aeadff3a7f998/1484253748649/DY7V5421.jpg?format=750w [Accessed 2 April 2018]. Glossier, (2016), Picture [ONLINE]. Available at: https://78.media.tumblr.com/c8dca26c0fe23aed099dbfd7ed039f93/tumblr_p7e6hjn5tZ1vmbum1o1_540.jpg[Accessed 2 April 2018]. 30
Glossier, (2017), Stickers [ONLINE]. Available at: https://appstickers-cdn.appadvice.com/1161832750/82578114 5/887e946651efc2b1b3431f60ad1ae4b8-2.png [Accessed 18 April 2018]. Glossier, (2015), Logo measurements [ONLINE]. Available at: https://78.media.tumblr.com/7df4a4a7147e2517940454c07eca68c7/tumblr_p7e69oUxfq1vmbum1o5_540.jpg[Accessed 18 April 2018]. Glossier, (2017), Shop [ONLINE]. Available at: https://popupstorexpert.files.wordpress.com/2014/10/office_ flag-3ac6fee10c98bf3115e69c0be2d937b2.jpg [Accessed 3 April 2018]. Tumblr, (2018), Pantone colours [ONLINE]. Available at: https://78.media.tumblr.com/ff1b41d4bcd0c0637d8c32a2a3957070/tumblr_p7e6uh8EVM1vmbum1o1_500.jpg[Accessed 18 April 2018]. Tumblr, (2018), Showroom [ONLINE]. Available at: https://78.media.tumblr.com/bb28f34071724587a381a9d24ea001f8/tumblr_p7e6xcwdGv1vmbum1o1_540.jpg[Accessed 18 April 2018]. Tumblr, (2018), Skincare [ONLINE]. Available at: https://78.media.tumblr.com/fda57e44f9bf4862a08672690b7798d9/tumblr_p7e72jMKDz1vmbum1o3_540.jpg[Accessed 18 April 2018]. Tumblr, (2018), Skincare [ONLINE]. Available at: https://78.media.tumblr.com/ce74e3d75c983deff3e5b0dab9cd4e17/tumblr_p7e72jMKDz1vmbum1o1_540.jpg [Accessed 18 April 2018]. Tumblr, (2018), Skincare [ONLINE]. Available at: https://78.media.tumblr.com/dacc4bce419a7cd6868a4fcc5e7aa861/tumblr_p7e69oUxfq1vmbum1o9_540.jpg [Accessed 18 April 2018].
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Tumblr, (2018), Skincare [ONLINE]. Available at: https://78.media.tumblr.com/bd7eded546ca27c9de952c3208fca7c2/tumblr_p7e69oUxfq1vmbum1o10_540.jpg[Accessed 18 April 2018]. Tumblr, (2018), Skincare [ONLINE]. Available at: https://78.media.tumblr.com/110bf8f79cdb32cc3deda0dc76f31d7f/tumblr_p7e69oUxfq1vmbum1o8_540.jpg[Accessed 18 April 2018]. Tumblr, (2018), Picture [ONLINE]. Available at: https://78.media.tumblr.com/f51fc8368b0a46e58b6949c57c879caa/tumblr_p7e69oUxfq1vmbum1o4_540.jpg[Accessed 18 April 2018]. Glossier, (2017), Picture [ONLINE]. Available at: https://www.shiftlondon.org/wp-content/uploads/2016/11/ milkyjelly_campaign_dry_03-copy.jpg [Accessed 18 April 2018]. Glossier, (2017), Logo [ONLINE]. Available at: https://i.pinimg.com/originals/30/7f/47/307f477824eafe051946769fedbcacb5.jpg [Accessed 18 April 2018]. Tumblr, (2018), Solution [ONLINE]. Available at: https://78.media.tumblr.com/3cdc599989edb8aec09df3513c2778da/tumblr_p7e65093Ld1vmbum1o1_540.jpg[Accessed 18 April 2018]. Tumblr, (2018), sticker [ONLINE]. Available at: https://78.media.tumblr.com/d81dd3e2ccf332499d3bd9d6db20a83e/tumblr_p7e7kdGT1S1vmbum1o1_400.png[Accessed 18 April 2018]. Tumblr, (2018), sticker [ONLINE]. Available at: https://78.media.tumblr.com/f80ef2b4d691f0da23e8345a1c176bbb/tumblr_p7e7kdGT1S1vmbum1o2_400.png[Accessed 18 April 2018]. Glossier, (2017), Showroom [ONLINE]. Available at: https://2.bp.blogspot.com/-1MSRtil7ytE/WXM2q49SlKI/ AAAAAAAAHLU/zUG5jGuc9rcQgm54VSgYxFGcFuSUTbSNACEwYBhgL/s1600/Glossier%2BShowroom.jpg[Accessed 18 April 2018].
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