*Note this campaign was created for a practical Master’s Degree program.
The Brand
Glossier is an easy-to-use makeup and skincare brand, changing the way consumers connect with their beauty products, with a focus on enhancing one's natural beauty.
BRAND VALUES
Skin Care . Simplicity . Authenticity
Community Engagement . Diversity
The Challenge
At the surface, Glossier came with the challenge of increasing awareness and purchases of their newly introduced subscription beauty box, The Gloss Box. However, The Gloss Box did not only represent a new product, but also served as a new way to experience the Glossier brand.
Glossier wanted to ensure that the rollout of The Gloss Box catered to their current consumers as well as attract new ones.
The Audience
Research into the Glossier consumer showed that their age, interests, lifestyle and needs span wide. But, they were all looking for a simple beauty brand that allowed them to incorporate the products into their daily makeup and skincare routines.
The Strategy
Create an immersive experience that will allow Glossier to physically deliver on their promise of being a beauty brand that actually connects to their consumers.
The Execution
Glossier leveraged their Instagram to announce a scavenger hunt in their headquarter's neighborhood, SoHo. Participants saw that they had the chance to win a full-expensed trip to the Indie Beauty Expo in Los Angeles and to become "Glossier Experts", when they completed the hunt.
The Hunt for Beauty
Scavenger hunt participants used an AR app, specifically developed for this execution, that allowed them to scan/photograph the items on Glossier's scavenger hunt list. After the allotted time—specified by Glossier on their Instagram announcement—five random participants were chosen to fly out to Los Angeles for the Indie Beauty Expo.
Earned & Shared Media
EARNED: A few weeks before the public announcement of the scavenger hunt. beauty and lifestyle editors received custom Gloss Boxes with Glossier products selected based on information found on their very own social media profiles. Along with their products was a notecard explaining the new Gloss Box and details on the surprise scavenger hunt to be announced.
SHARED: Throughout the scavenger hunt time, Glossier reposted user-generated content with the hashtag #GlossBoxHunt to further engage their audience. Additionally, winners had the chance to run a Glossier Instagram Stories Takeover during their time in Los Angeles, and during their Glossier Expert training.
Why?
The experience allowed customers to be engaged with Glossier in both a digital and physical way and brought the Gloss Box to life.
The use of an AR app spoke directly to the fact that millennial women are constantly "plugged in" and share many of their everyday lives on their social media accounts. By reposting UGC and employing an Instagram Story takeover, the experience expanded beyond those who were able to participate in the scavenger hunt and to those who did not win.
Metrics and KPIs
Amount of press hits
Brand sentiment surveys
Amount of AR app downloads
AR app activity
UGC
Amount of hashtag uses
Amount of Gloss Boxes purchased