What are Brand Guidelines?
Glossier, Inc. (case study still in progress)
Glossier, Inc. is a “back to basics” beauty and lifestyle brand founded in 2014 by Founder and CEO Emily Weiss. The company was founded on the belief that “beauty isn’t built in a boardroom – it happens when you’re a part of the process” and champions a strong connection to their customers: “everything we make starts with you… we create the products you tell us you wish existed”. Upon its release in 2014, the company quickly gained a huge cult following, with its main demographic being millennial and Gen-Z women between the ages of 16 and 26.
in 2018, the company claimed to have sold the equivalent of one Boy Brow every 32 seconds.
I was really interested in researching the beauty brand Glossier’s tactics to forming an emotional relationship with their customers as it is a company that I witnessed gain a huge cult following in a very short amount.
Glossier’s branding is why it was successful but I will only be focusing primarily on their visual branding and its ability to become a lifestyle in itself
5 Keys to Beauty Brand Glossier’s Success
The New Science of Customer Emotions
How to Build a Brand: Glossier
Glossier Built a Cult Brand and a Digital Community – What Next?