Glossier X Artless

Contents.

Glossier X Artless

1 5 9

Introduction

Target Audience

Launch Strategy

3 7 13

Relevance to the Brand

Technologies

Creative Outcomes

Introduction.

My trend is called “Artless” and it includes all things natural in the beauty industry, including make up and skincare. It is about using products that not only look good, but do good.

Glossier is a successful beauty brand that creates top quality products without the high prices. It was one of the first brands to create products that include ingredients that are free of toxins, as there was a gap on the market for “clean beauty products”.

I want to collaborate my trend with Glossier to create a product launch that includes only clean ingredients in the products. It will be a day to night collection, where people would wear the makeup through the day or on a night out and then use the skincare products once they return home. With an exciting launch and with the help of famous beauty influencers, Glossier will attract their current audience but also different categories of consumers, such as those who have sensitive skin so can only use natural products or an older generation, who use products because they benefit their skin, rather than following the crowd or using something because of how it looks.

The whole point of the launch is to create a huge buzz of excitement around it and also include the consumers, which will be done by the use of tech such as QR codes on the products and the use of social media to spread the word.

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Relevance to Brand.

Glossier claims that a majority of their products are “clean” and that one of the reasons that the brand was created was because there was space on the market for clean beauty. However this isn’t the case.

The creator of the brand has mentioned that although selected ingredients in the products are natural, they don’t have any products that are 100% clean.

This is where my trend has relevance to the brand.

Artless is all about being able to use amazing beauty products to make us feel better on the outside whilst being good for us on the inside. By creating a new range of products that have completely natural ingredients means they can be an example to other huge and successful companies who specialise in makeup and skincare, whilst also bringing in a whole new type of consumer.

An exciting product launch of an all natural beauty line that will be shared by influencers with millions of followers, will introduce a serge in sales and bring more awareness to the brand, which in-turn will bring in more consumers.

Furthermore with the theme/ story of a night out in the make up then coming home and following it up with the skincare routine, it will excite the consumers as this isn’t a common thing for brands to do. They’ll therefore be even more eager to try the newest release and see if it will benefit their skin.

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I recently conducted an interview with the all-natural beauty brand, True Botanicals. They have their own website and an impressive following of 169,000 on Instagram. When I asked how it feels to be a successful natural beauty brand amongst the other big names, they said it was “wonderful” and also stated that they are “the proof” that beauty brands can chose to go down the all-natural route and still be successful.

Target Audience.

Glossiers current audience/consumer is Gen Z. The brand was clever in targeting this demographic as they are more likely to follow trends and want what everyone else has. Gen Z is also the technology generation and so can be targeted on any social media platform, engaging them with the brand.

Glossier should hold onto its current demographic as it has been very successful for them so far, but, due to the product launch being all natural, it will bring in new consumer demographics. The first being those with sensitive skin who struggle to find makeup that wont irritate them. Having a whole collection that has both make up and skincare means that they have everything they need in this one collection. Another type of consumer who this is likely to attract is Gen X. The middle aged demographic will be more interested in the quality of the product and the benefits for your skin rather than fancy, modern packaging or Glossiers large following.

The aim isn’t to change Glossiers current consumer, as they have made it the huge brand that it is today, the aim is to engage different types of consumers, not only to boost sales and therefore profit, but to make a whole demographic feel included in the brand.

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For the launch event, there will be a mixture of influencers. There will be the social media famous influencers who are a household name with a huge following e.g. Molly Mae and Holly Boon, to keep the current target audience interested, but, influencers who believe in trying to use only natural products themselves will also be invited (Alish Lucas), to engage the new demographic of which we are trying to include.

Technologies.

Creative Outcome 1

Due to the fact that the current consumer for Glossier is Gen Z, a lot of the brands advertising is on social media to reach this vast audience as Gen Z grew up with emerging technology. Being as though social media and tech is such a big part of many people lives, it makes sense for Glossier to introduce this into the brand launch to attract a wide range of consumers and stay current.

As previously mentioned, the products at the launch will have QR codes on them, these will take you to the Glossier website to show you how the products will look on your skin and give more information on the product scanned. This will also intrigue the consumer to browse the website and buy more products, resulting in more sales.

Above is one design in which could be used on the napkins. It includes the brand name and the Qr codes that the influencers can scan.

There will also be QR codes on the napkins at the launch that the influencers can scan and it will take them to Snapchat or Instagram to reveal a Glossier filter especially designed for the launch. This will reach the target audience and create excitement around the launch and the brand as a whole, resulting consumers investing in the brand and its products.

The reason why the technology I have put forward is so simple is because its accessible to everyone.

Everyone can download a QR scanner or use a Snapchat and Instagram filter, this means that it will reach a wider audience as anyone with social media can use it. This means that the consumer will feel included as they can be apart of the launch through their phones.

The Glossier website will appearance scanned by the influencers, it can show the all the product details and images of how it looks on the skin. This could also tempt consumers to browse through the rest of the products on the website.

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Launch Strategy.

Creative outcome 2

The actual product launch starts at 11am at BLVD restaurant and bar. The influencers (roughly 10-12 of them) will all be seated at one long table, decorated with pink flowers and tablecloths to link into to Glossier’s famous colour scheme. The moodboard on the opposite page shows an overall idea on what the space should look like/ some inspiration to spark any other relating ideas. The whole point of the theme is to “wow” the influencers and put them into an exciting, engaging, pink wonderland that they’ve not experienced before. We ask that the influencers document their whole day and post the launch on their social media to show how extravagant and exciting this launch is.

On arrival, the influencers will be greeted with drinks and be seated at the table. The first part of the brunch they will be served fresh fruit and pastries followed by their main. The “dessert” will be the new products that will be served to them on plates with a cover over it, when they lift the cover up, the products will be revealed. This will be a fun and exciting way to present the products as it links into the motto of “food for the skin”. It will also engage the influencers more, resulting in the launch being posted all over their social media, attracting millions of potential consumers. Once presented with the products, they will have time to test the out and continue to share with their followers. As explained before, the products will have QR codes on them, that will send them to Glossier filters and some filters will show them how that certain product will look on their skin.

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After all this is done the influencers will head off to the hotel and follow their itinerary for the rest of the day (itinerary on page 14). The whole point of the launch is for it to be an exciting experience that hasn’t been done before, as the more unique and extravagant it is, the more likely it is to engage the consumers who follow these huge influencers.

Launch Strategy.

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Iv created a floor plan to create a visual idea of what the venue for the Glossier brunch looks like. This will help give a basic idea on how the event could be set out, from where to place decorations to where the influencers table will be. I believe that the most obvious and effective option would be to place the small tables together to make a long one in the middle of the room, so that the event is centre of attention. Its important for the launch to be organised from start to finish to look professional and run as smoothly as possible.

Creative Outcomes.

Creative outcome 3.

The itinerary for the day will start with the actual product launch which will start at 11am at BLVD restaurant and bar in Manchester. The Glossier visual team will have transformed the tables and space into its traditional pink wonderland in which the brand is known for. The brunch will start at 12pm and once it has finished, the new products will be brought out so that the influencers get there own set. The influencers will then be able to play around with the QR codes on the napkins and products and can see what the products do and allow interaction with the brand and their followers by using the Snapchat and Instagram filters.

At 3pm the influencers will go to the King Street Town house hotel where they will check in and go to their rooms and receive a PR package. The package will include items such as personalised Glossier robes and eye masks with their names on. In the bathroom other Glossier products will be set out ready for them just to add a personal feel to the experience. We’d ask if the influencers could vlog their day to increase consumer knowledge on the new line. At 4pm the group will do a fun task such as a painting or perfume making class and at 6pm will go and get ready for the night ahead using the new Artless range. At 9pm the group will go to Rossos Restaurant and have their evening meal before going to the nightclub (China White). Once the girls have finished their night they will go back to the hotel and use the skincare part of the range to remove their makeup, which should also be documented.

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Above is the itinerary that I have made that the influencers will be handed on arrival. I made sure that it was visually pleasing so that it would be exciting to look at and engage the influencers, whilst still linking into Glossiers colour scheme. Each itinerary will be personalised with each influencers name.

Bibliography.

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Moodboard imagesvarious sources.