Fashion Advertisement Campaign for Glossier

Estela Manotoc | Fashion Advertisment Campaign | FASM 210 | Ulrike Kerber

The Brand

Brand Statement “Glossier is a beauty brand inspired by real life” Glossier creates beauty products inspired by consumers and consumer feedback. Since it’s launch in 2014, the brand has gained a cult following while it focuses on a skin first and makeup second philosophy.

Brand Research Origin Established 2014 NYC, USA

History Glossier was founded by its current CEO Emily Weiss after her beauty blog Into The Gloss amassed a cult following. The brand has grown from a $100 million series D capital infusion led by Sequoia Capital to a brand that is now valued at $1.2 billion.

From the beginning, Glossier has been a socially driven brand relying on customer feedback for product development.

The brand has always prioritized engagement with consumers and has relied on an active social media presence to hear what they have to say.

Sticking to its signature “Glossier pink� and instagramabble packaging, Glossier has created coveted affordable but effective beauty products for beauty enthusiasts around the world.

Vision

Mission

“ We believe in effacious formulas, thoughtful design and enabling conversation (which is where it all starts). We don’t believe in beauty made in the boardroom - it happens when you get involved.”

“Democratize beauty”

Values Inclusive Innovative Clever Fun Thoughtful

Market Research

“More psychographic than demographic, whether you’re a 45-year-old lawyer or an 18-year-old customer who saves up for Boy Brow and spends two hours at our New York store making new friends, they have a similar desire to share” - Emily Weiss

Target Market - Someone who understands the role of beauty in their life - Into the Gloss followers - Beauty advice seekers - Fans of the natural beauty look - Active social media users - International - Millenial women (and older women too) - Branching out to men

Social Media Presence 2.3M followers User generated content, inspirational images, product pushes 93.7K followers Retweets from users, brand and publication reviews 296.7K followers Product promotion, live make-up tutorials, Into The Gloss redirection 143K followers Morning routine get ready with me series, product tutorials 10M viewers Theme boards

Products Skincare Makeup Fragrance Body Care Clothing Merchandise

The Campaign

Date night with Glossier.

Story & Narrative

Date night with Glossier.

Date night with Glossier. It’s about love, fun and of course ... face masks! Inspired by chill get-togethers, the campaign reminds consumers to build positive and meaningful relationships. It promotes the Glossier face mask as a wholesome experience to enjoy and share with loved ones.

Call to Action Mega Greeens Galaxy Pack - yours at Glossier.com Mask Duo - yours at Glossier.com Glossier.com

Shoot Direction Sketches

- Model facing the camera - Model holding product - Model smiling - Female model - Close up shot

- Models facing the camera - Models smiling and laughing - Heads all angled differently - 3 female models - Close up shot

- Models facing the camera - Models smiling and laughing - One model leaning his head - 2 male models - Close up shot

Advertisment Layout Ideas

Photography Direction

Location & Environment Indoor studio at Adler Hall

Photographer: Jo Mitchell Hair, Makeup, Styling: Estela Manotoc

Lighting & Color Soft lighting (lightbox)

Prop

Talent

Hair, Makeup & Styling Neat hair Bare faced + face mask White t-shirts for men Off shoulder tops for women

Behind the scenes

Camera Angles Eye level & close up shots

Shot Lists

Production Schedule September 25 Brand Research Mood Boards Mock Ads Statement Art Direction Talent/Model Shooting Editing Final Ads/ Mockup Process Book Presentation

26 27

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October 29

30

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Final Photos

Mockups

Magazine Ad

Google Ad

Billboard Ad