Media Glossier Advert Plan
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“Less is more, but always Glossier”
“Less is more”
Plays into Glossier’s minimalistic approach to beauty.
Their products are known for enhancing beauty, not covering it up.
Suggests you don’t need a lot of makeup to look and feel good – just a few high-quality essentials.
“But always Glossier”
Adds a twist, reinforcing that even with minimalism, Glossier always brings something extra – a touch of luxury, uniqueness and empowerment.
Implies Glossier offers more than just makeup – it’s about personal beauty experience with products that are thoughtfully designed and elevate your routine.
Tagline appeals to Glossier’s target audience who appreciate simple, effortless beauty but still want to feel special and connected to a woman-owned, empowering brand.
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Concept:
Highlight the clean, minimalist design of Glossier products while emphasizing the luxury of simplicity.
Focus on the product packaging and how it is both practical and stylish.
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Emphasises…
The brands core identity of ‘skin first, makeup second’.
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Campaign
“The Power of You”
Focuses on personal empowerment and emphasizes that every person’s beauty routine is unique and Glossiers products are designed to enhance your individual style, powered by a woman-led brand.
Key message
Glossier isn’t just makeup – it’s about feeling empowered, confident and beautiful in your own skin. The simplicity of the products allows your true self to shine through, with the added touch of feminine strength behind every product.
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Hashtag
#GlowWithGlossier
Meaning
“Glow” conveys natural radiance that Glossiers products help to create.
“WithGlossier” ties it directly to the brand.
Hashtag encourages people to share how they used Glossier products to embrace their individuality and “Glow” in their own way.
Engagement
Encourages users to share their personal beauty routines using Glossier products.
They could post selfies, flat-lay shots, or short videos that highlight how Glossier helps them feel empowered in their everyday life.
