Strategic Message Planner: GLOSSIER

Advertising Goal

To increase sales of the newest Glossier eye shadow product, Skywash, in the age group 18-25
for women and to bring publicity to the brand’s newest lid tint.

Client: Key Facts

1. Glossier was founded in 2014 with the primary mission of creating products that focused
on its millennial clients and largely exists on social media.
2. Glossier is one of the over 300 private companies that are valued at over $1billion
worldwide. Some of these other companies are huge brands like Uber, Lyft, and Airbnb.
3. Founder and Chief Shoe Giver Blake Mycoskie is featured in People magazine’s “Heroes
among us” section and was named on Fortune’s Magazine’s “40 under 40” list.
4. Glossier has gotten a lot of buzz and has been features on Forbes.com, Buzzfeed News,
The Cut, and Bloomberg.
5. Glossier is an extremely social responsibly company. They are cruelty free, and have
completely supply chain transparency.
6. Glossier stands apart because of its customer-first approach to their business. Glossier
produces the products their customers say they want to see.
7. The company has partnered with local communities to raise money in cities where they
host pop up shops.

Product: Key Features

What is the Product?

1. Glossier is a beauty brand that sells skincare, fragrance, and makeup.

2. The new matte lid tint, Skywash, is a liquid to powder eyeshadow that delivers a diffused,
soft effect.
3. The doe foot applicator makes apply your desired shade easily and effortlessly.
4. The product comes in 7 different unique shades.

What is the Purpose of the Product?

1. This lid tint is meant to last long and eliminate the heavy powder formula most
eyeshadows have.
2. This product adds depth to the eye area, or it can deliver a flush of color with more
product.
3. No other intended uses have been identified.

What is the Product Made of?

1. Novatol is a primary ingredient of this product. It is bioavailable, plant-based Vitamin E

blend with antioxidant properties
 2. This product had a liquid-to-powder to texture. At first application, you are applying a
liquid but it seamlessly blends out after tapping like a powder.
3. This product features softlock technology which allows the product to stay put and not
smudge for 12 hours.

Who and What Made and Distributed the Product?

1. Inspired by what Glossier customers want to see, Skywash was created by the Glossier
creative team led by founder and CEO Emily Weiss who is closely involved in the
creation of each Glossier Product.
2. All Glossier products, including Skywash are made and manufactured in America at
Bentley Labs.
3. Raw materials are portioned out and poured into a large basin. Sunflower seed oil and
synthetic beeswax is added to melt down the formula to form a creamy base. Blurring
powders are added to created the liquid-to-powder effect and matte finish. Next, rose
fragrance is added and the products are later mixed for 3-5 hours.
4. Silicones and emollient gel are combined to create the waxy texture that seals in the
pigment. The formula and color are later combined in order to create the finished product.
5. Skywash is sold on Glossier.com and at Glossier stores and pop-up shops.

Target Audience: Demographics and Psychographics

The target audience for this ad is women ages 18 to 25 years old who interesting in simplifying
their beauty routine. The young women in this age range are just coming of age and are
beginning to realize who they are. The target audience are a group of people who are drawn to
modern millennial brands, and it is people who are fans of trendy, hip businesses. Our target
demographic is located in mostly English-speaking countries. This includes, but is not limited to,
North America and parts of Europe. The target demographic based on race in the United States is
primarily White, Hispanic, African American, and Asian.

The average age of the desired target audience is 21 years old. The people in this age range are
largely of college age. They are at a point in their life where they are testing products for their
beauty routine that will later become their ride-or-die product. The target demographic features
young makeup users that are looking for an effortless makeup routine. Women in Glossier’s
primary target demographic make yearly salaries from $21,000 to $37,804. Women in this age
range are constantly on the go with work, school, and extracurricular activities. They are striving
to embody the modern women who is driven, motivated, and a boss. Many members of our
target audience live in North America in big, diverse cities.

Members of Glossier’s target audience are women who turn to online resources such as videos
and blogs to get recommendations on products. This plays into the modern millennial women
that trusts the word on others and looks to reviews to gather information before purchasing.
Many women in this age range also turn to celebrities which includes actresses, singers, and
models to learn their favorite products as well. These women are on the go, and this requires that
their beauty products must be equally stunning and easy to apply. These women are big on social
media, and likely discover new brands and products on the apps they browse through on the day
to day. These social media sites include Instagram, Tik Tok, Twitter, Pinterest, and Snapchat.

The target audience is progressive, and it values brand transparency and socially ethical
practices. They care, now more than ever, that products are cruelty, fragrance, and paraben free.
They can feel good about products they know are not causing harm to others. The audience is
smart, and they value when brands honest to their loyal customers.

The women in our target audience are at an age where they are trying and experimenting with
many products to find their final makeup and skincare routines. They are facing trial and error
with the process, and are searching for their next go-to product.

Product Benefits

1. Skywash is the latest innovation in eyeshadow: It’s liquid-to-power formula gives the
illusion of powder without the need for skilled blending.
2. The versatile shade range has a color for everyone: There’s options for the daring makeup
wearer such a blue and green as well as a range of pinky orange neutrals.
3. This product is a quick and easy application: This allows you to do more with your day
because Glossier knows you’re a woman on the go.
4. This product won’t smudge or fade for up to 12 hours: You won’t have to worry about
needing to reapply throughout the day.
5. The product is easy to travel with: Convenient tubes are easier and lighter to carry around
than bulky eyeshadow palettes.

Direct Competitors and Brand Images

Direct competitors are other beauty brands with liquid eyeshadows.

1. Wander Beauty
• Wander Beauty’s Exquisite Liquid Shadow features 5 neutral, shimmer shades.
This product retails for $22. It is sold on Wander Beauty’s website as well as
Sephora.
• This product is rated at four and a half stars on the Sephora website, and it has
received 2.7k “Loves” as well.
• Wander Beauty and this product are new to the target, and they have only recently
sparked buzz in the beauty community. They lack that ‘cult-favorite’ status many
other Sephora makeup brands have.
2. Stila Cosmetics
• Stila Cosmetics’ Shimmer and Glow Liquid Eyeshadow comes in 6 different
neutral toned glitter shades. This product retails for $24. This product can be
purchased at Stila Cosmetics’ website, Sephora, and Ulta.
• This product can easily be classified “cult-favorite” status. Its gotten a lot of buzz
through YouTube reviews. It has over 1,000 positive reviews on Sephora’s
website, and it has 137.7k “Loves” as well.
 • Stila has been on the makeup scene for many years, and many people have grown
to love many of their products, especially their Shimmer and Glow Liquid
Eyeshadow. They well liked because they are constantly creating new and
exciting products.

Indirect Competitors and Brand Images

1. Powder Eyeshadow
• Powder eyeshadows are powdered pigments that can be applied and combined
with many shades to bring attention to the eyelid.
• People are very comfortable with, and they have become very skilled when it
comes to using power eyeshadow. Thousands of powder eyeshadow shades and
consistencies has made. People have decided their favorite brands, colors, and
formulas.
• Powder eyeshadow are seen as user-friendly. Their cons are that they can
sometimes produce fallout. Fallout if where the loose pigment falls onto the rest
of your face. People are very used to using powder eyeshadows, and brands are
constantly working on upping their game with new formulas.
2. No-makeup Makeup Trend
• There is a heavy society influence on skin and no-makeup makeup looks. These
typically no not include any kind of eyeshadow, because pigment on the eyelid is
typically an identifier someone is wearing makeup.
• This is the type of makeup that is a very common trend today. This trend is
extremely popular and people aim to have dewy, luminous skin while looking like
they aren’t wearing any makeup.
• There are mixed reviews on this trend. People claim it only works for people who
have clear skin. They argue sheer coverage foundation does not work the same
with skin affected by acne, scars, and discoloration.

Product Brand Image

• Current Brand Image: the target audience’s brand image of Glossier is a reliable, cult-
favorite beauty brands that takes inspiration from its customers.
• Desired Brand Image: Glossier desired brand image aims to stay up to date on current
and timeless beauty trends by creating ride-or-die products that customers can not live
without.
• Brand Image Challenge: The target audience may favor full coverage, flashy beauty
brands over Glossier’s ‘Your skin but better’ approach to a makeup routine. Customers
are likely used to and comfortable with using power eyeshadow as opposed to a liquid
formula.

Strategic Message: The Promise

Glossier’s Skywash lid tint is a liquid eyeshadow that delivers long lasting, beautiful color to the
eyelids that can simplify and speed up your morning routine.
Supporting Evidence: The Proof

1. Long lasting formula allows up to 12 hours of pigment that won’t smudge.

2. Application of this product is as simple as swiping the doe foot applicator on the eyelid
and tapping it to blend.
3. The range features 7 stunning shades inspired by Southwest landscapes.