role
digital marketer
Team
1 strategist
timeline
1 week
Service
the brand
Rosacea and general redness relief— a gap in Glossier's products that can be filled with a perfect representation of their philosophy.
Glossier is a beauty company with an emphasis on skincare and makeup, and a brand that is clean and inviting.
perfect products
The Balancing Series is based on the calming factors of green tea.
The two products in this launch are the Balancing Skin Tint and the Balancing Spot Concealer, perfect for all over, buildable coverage and target areas respectively. There are three shades to each and they correspond the the customer's established Perfecting Skin Tint shade, making redness relief possible without making darker skin tones gray.
customer persona
The best consumer for the best product.
I created a target customer persona that would help anchor the campaign's decisions, ultimately driving how I would create excitement and visibility around the product launch.
out-of-home billboard
This billboard was developed to be located in a high visibility area, where the time it could be viewed by potential customers varied.
So, I needed to create something easy to read, with instant brand recognition and a clear display of the new product. A green tea farm next to the three shades portrayed the calmness of the line, while the copy was clear enough to both showcase the product and leave room to funnel people to Glossier's site or socials.
google ads
In order to push product online, I'd focus on creating a strong Google Ads campaign.
The campaign would focus on driving online sales while reinforcing Glossier's position within the clean beauty space.
Email marketing
A poignant preview straight to your inbox.
Email marketing would be used to further attract attention to the product launch, specifically from existing or previous customers who are invested enough in Glossier to subscribe to updates.
pop up
A pop up event collaboration with an NYC matcha brand founded on serenity.
Pop Up Collab
My idea behind this billboard was to have it set closer to the ground where there was more eye traffic and a better opportunity for potential customers to stop and read it. It hints at the collaboration while highlighting words that represent the main feelings of the launch— as well as a good matcha latte.
@ 12 Matcha
Come celebrate the upcoming launch of our Balancing Series with @12.matcha 💚 Get Early Access to the products while sipping on the smoothest matcha latte! Only on 8/12 from 1-4PM. Coming soon to Glossier and @sephora on 8/14
KEY Takeaways
Working within the constraints of a company's branding gave more opportunity for me to come up with ideas and layouts.
This was my first attempt at a fleshed-out marketing strategy, and I'm happy with how the product and graphics came out. I think the entire campaign is realistic to what Glossier would release. To flesh out this project more, I would dive into influencer marketing to better understand how to drive conversions from recommendations.
social media
Social collateral to grow initial hype and give in-depth information on the product line.
The Balancing Series
Clean. Bright. Balanced. 🌿 We’re brewing up our first-ever redness corrector in two ways: a Skin Tint for all-over coverage and a Spot Concealer for target areas. Available on Glossier and @sephora 8/14.
Find your match
Find your perfect match(a) 🍵 We’ve got you covered with a helpful chart of which Balancing products compliment your shade! Now to decide whether it’s a full or light coverage kind of day?