Glossier and Gen Z

For the first brief I chose to look into the brand Glossier and research their insights and how they connect with generation Z.

"Beauty products inspired by real-life"

Glossier is an innovative and exciting brand because its based purely on its consumer. The brand makes the customer the focal point so its products are tailored to the main demographic and what they want- that being gen z.

The brand promotes natural beauty which is uncommon amongst a lot of other skincare and makeup brands like Morphe for example who use makeup as a form of expression and promote creating intense and heavy looks. This theme is favoured among gen z as they have seen so much scrutiny on social media and feel pr4essure to look amazing 100% of the time due to Instagram models and influencers they see all the time on Instagram, Snapchat and Twitter- its a change from caking your face full of thick makeup to look good and instead embracing your natural face and enhancing your own beauty with glowing, fresh skin.

Since the brand was created by a young female adult who started off by as a millennial

blogger, she as the CEO is able to recognise what her consumer wants. She connects with the consumer by relating to them in a way that other brands cant do. The whole brand is almost a community and this what keeps generation z interested. By heavily advertising on social media and creating an Instagram platform n which she shares real people's posts to the brand's page, it makes it feel real and genuine which the consumer is more likely to buy into.

The products are a limited range of the highest quality which also appeals to a generation who doesn't want stress/busyness- instead clean, fresh and simple products which actually do the job. This is also recognized in the sleek and simple packaging of the products. The millennial pink and white minimalist packaging creates the brand's identity.

"Skin first, makeup second"

There are critics of the brand with some, for example, pointing out that Glossier’s Balm Dotcom is nothing more than “glorified Vaseline in pretty packaging.” And while those critics aren’t wrong, die-hard followers would likely point out the multitude of benefits of the universal skin salve. Glossier’s products are on the desks and in the beauty cabinets of high-profile names such as Eva Chen and Karlie Kloss, and I’d like to think these women, who could be using any products they choose, would only bother with products of quality and not just pretty packaging.

In the Tuesday seminars, we were asked to create a mood board based on our free wiring about our brand. My mood board portrays the brand's vibe and how it are seen by the consumer. The images I've chosen were based on what words came to mind when I pictured the brand: fresh, natural, simple, clean, floral and glossy.