Glossier Brand Book

Page 1

Oliwia Domorosla N0757781 2


Contents 7 _Our company

vision mission values brand positioning

15 _Brand guidelines

logo & wordmark sizing logo & workmark do’s & don’ts fonts packaging typography guide colours logo colour variations image guidelines tone of voice store requirements


35 _Products

about categories & bestsellers shipping packaging guide

44 _Target market 49 _Communication guidelines Glossier website social media emails free stuff

57 _Sustainability 60 _Contacts



Our company We’re Glossier - a beauty company inspired by real life. Founded in 2014 by Emily Weiss, we’ve been expanding our product offering which started as a capsule collection of skincare essentials launched as an extension of Into The Gloss website. We’re redifying luxury: it’s not the price anymore - it’s an experience.


_our vision We believe in efficacious formulas, thoughtful design, and enabling conversation (which is where it all starts). We don’t believe beauty is made in a boardroom—it happens when you get involved.


_our mission



_our values


_brand positioning


low price

high price

Don’t worry we’re not all natural - not all chemicals are bad! chemical 12



Brand guidelines


_logo & wordmark

Glossier. We have a wordmark and a logo which we use in all our marketing material. They can be used together on a larger packaging or separately on smaller items.


_sizing Depending on the use, the logo or the wordmark size might need to be reduced and it needs to stay proportional and maintain its legibility. Here is the minimal size for digital and print:

20 px

0,6 cm

15 px

24 px

Glossier. 120 px

0,4 cm

0,3 cm

Glossier. 1,6 cm 17

_logo & workmark dos and don’ts

Do keep the logo clear and proportional.

Don’t apply any texture or pattern. 18

Don’t crop the logo.

Don’t rotate the logo.

Don’t stretch or squash the logo.

Don’t apply shadows.



Do keep the font, style and the proportion of the workmark.

Don’t change the font style.

Glossier. Don’t stretch or squash the letters.

Glossier. Don’t change the spacing between the letters.

Glossier. Don’t change the font.

GLOSSIER. Don’t change the letter case.


_fonts Aperçu is the primary font of Glossier which represents the simplicity of our brand. Make sure you use Aperçu font to keep all the marketing material unified. Aperçu Bold we use for headlines on all brand communications. Aperçu Regular we use for body text on all brand communications. Aperçu Italic we use for product descriptors on both packaging and the website.


Aperçu Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aperçu Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Aperçu Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

As an alternative to Aperรงu, Freight Display Pro Book font can be used for headlines and body text (n/a for packaging).

* Fonts are available there (scan the codes):


_packaging typography guide We always use lowercase on packaging (except for the wordmark). We align text left. All the product info is in black. * Alternatively, if suitable, product name can be in a different colour.

size (fl oz/ml): Aperรงu - Regular


product name: Aperรงu - Regular product descriptor: Aperรงu - Italic

Sizing: wordmark: 100% product name: 100% product descriptor: 80% size: 50%


_colours 705 C pale pink from the Pantone palette is our signature colour which we use throughout all marketing material. We compose it with white to create clean minimalistic (and Instagrammable) aesthetics.



245 218 223 F5DADF 0 11 3 0

_logo&wordmark colour variations The colours of both, the logo and the wordmark, can be occasionally changed. Black or pink colour we apply on white background and white colour on signature pink background. * Please contact our Licencing Manager if you want to apply different colour than suggested below.

Glossier. 25

_packaging colour guide White is the base colour for every Glossier packaging. It can stay clean with the logo and product information (a) or paired with our signature pink (b) or the actual colour of a product (c). Alternatively, jars or bottles can be transparent.





Additionally, some other pastel colours can be used for the packaging. These are examples of pastels used in the past. Feel free to use them or take them as a hint when picking next colours in the future (if any doubts, contact our Licencing Manager):

We used shades of red as well:


_image guidelines

Both products and models should be photographed on the simple off white or pastel background. The background colour should be similar to the colour of the packaging to complement the product. The photoshoot should be in a studio with the front lighting.


Models: Full face and/or close ups focused on the area where the product was used should be captured. Our makeup products should be presented on four models with different skin colours, from light to very dark. Models should preferably have bare shoulders or wear simple tops to keep the clean natural look.


_tone of voice We speak to our customers directly in a causal, engaging and non-judgemental voice mixed with tongue-in-cheek humour. Talk to them like you were talking to your best friends (cause that’s who Glossier users are to us).



_store requirements We currently have a brick-and-mortar showroom in NYC (123 Lafayette St., Penthouse). We also host pop-ups worldwide to provide our customers with a real experience. White and pink is our signature combo - utilise this to maintain the Glossier aeathetic. Fresh-cut flowers should be placed around the store. Products should be arranged in a linear format for a clean look. Glossier images should be hanging on the walls. Candles and music can be additionally used for multisensory in-store experience. 32

Staff (aka ‘editors’): Our staff wear pastel pink Glossier jumpsuits which should be paired with white sneakers. We approach our customers in a friendly helpful way.






We make skincare, makeup, bodycare, and fragrance optimized for real life, inspired by people who use them. As glowy, dewy skin is synonymous with Glossier, our products are invented to bring out one’s best, before reaching for makeup. Then makeup becomes the fun part, not the fix—as it should be.



_categories & bestsellers highlight Skincare

Generation G

Stretch Concealer


Boy Brow

Priming Moisturiser

Milky Jelly Cleanser

Invisible Shield

Balm Dotcom



Body Full product offer is available on our website.


Body Hero Daily Oil Wash

Glossier You

Body Hero Daily Perfecting Cream

Glossier You Perfume Solid


_shipping packaging guide Each purhcase comes in our bubble-wrap pink pouch. * A sheet of Glossier stickers should be joined to every order to personalise a packaging (or to stick it anywhere else).


For a bigger order, pack it to our Glossier box and seal it with our custom tape.


Target market



We created Glossier with Millennial women in mind who are willing to take ownership of their beauty routine and feel good in their own skin. They don’t want to cover themselves behind the makeup but to use it as a tool to boost their natural glow. They’re social media active and enjoy treating themselves - whether it’s travelling or simply a bubble bath.




Communication guidelines


Most of our communications happen online. We are digital focused as that’s the space our customers are constantly present in. We have direct and personalised brand-to-consumer approach to make the customer experience as personal as possible.


_website Glossier webiste is our e-commerce platform. It also contains a comment section where we get regular feedback on our products.


_social media Social media is key for Glossier to build relationships, communicate and share what inspires us. We don’t use it as a one-way promotional tool - we use it to start two-way conversations with our customers because that’s how we know what they need and what to do next. Most of our content is user-generated as we believe they are the most powerful marketers by using word-of-mouth.


User-generated content Inspirational images Product pushes

Theme boards (‘Glossier Pink’, ‘Beauty How-Tos’, ‘ITGTopShelfie’ etc.)

Product promotion Live make-up tutorials Into The Gloss redirection

Retweets from users Brand and publication reviews

Morning routine ‘Get ready with me’ series Product tutorials



We even make emails! This way we send updates on things customers want to know about, including launches, products and events (or just funny messages as reminders about Glossier).


_free stuff We also have free stuff for subscribers (for the ultimate Glossier lifestyle). Remember to upload weekly wallpapers and new Spotify Mixtapes.

Scan to access





All of our products are intentionally curated and produced. They are also cruelty-free.


Besides, our pink pouch is reusable (and very fashionable, which makes it a double win). Here are the examples of how our customers have used it so far:




_Emily Weiss


_Michael Harper

Digital Director

_Nick Axelrod

Editorial Director




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