Glossier: Why It Works From My Point of View
For many, the intricate ‘G’ monogram is all that is needed to recognize this brand. For those who don’t, it stands for Glossier, a makeup and skincare brand that has been paving the road to beauty since 2014. The cosmetic brand started as a beauty website, Into The Gloss, that shared the hottest new trends and makeup tips for their readers. The founder, Emily Weiss, has built a cult following with her distinct branding that deserves recognition.
The designers behind the brand, Dilan Walpola and Adriana Deleo, aimed for a specific look that consists of 705 C pale pink so they could “compose it with white to create clean minimalistic (and Instagrammable) aesthetics,” according to Abbey Spivey’s article, “A deep dive into the branding of Glossier.” When designing, colors are usually the first thing that come to mind, and for viewers, it is one of the first things noticed. So, looking at Glossier, you will notice quickly that their color palette does not stray too often from pink and white. This is not only consistent but also effective in appealing to their customers due to the psychology behind the color choices. Pink and white provide an innocent, clean, and calm feeling, allowing viewers to get a feel for what (or who) they are buying.
Alongside the palette, that trendy look is also carried into the typefaces. The monogram previously mentioned is custom-made. This is helpful because when a brand invests in unique letter for a logo, it creates a lasting impression, reducing the need for extensive future design efforts. Besides the logo, the primary typeface used is Apercu, which has a large font family, allowing an array of usage with different weights. This allows consistency and flexibility with the overall look of their type. It’s these personal touches that make Glossier that much more enticing and personable to buyers.
In addition, the branding translates well across social media as well as on their packaging. Glossier has achieved a level of brand design that speaks for itself, as explained by Walpola in an interview by Into The Gloss,
“We could get rid of all the copy on a moisturizer and if we just had the pink bar, like, we own that so well that people would see that and say ‘Glossier’.”
With that, it seems that Glossier has catered to a specific aesthetic and stuck to it; consistency is what people love to see when they are avid buyers of a brand. Glossier made their socials and products something that people want to share or post themselves, creating a sense of unpaid marketing. These elements together create a minimalistic and trendy appearance that attracts a youthful audience, which appears to be Weiss’s goal.
Taking a step back, we can look at this from a designer’s lens and truly break down the formula that Glossier seems to follow in its branding. While reading Nikolett Lorincz’s blog, “Glossier Marketing Breakdown: How This Beauty Brand Became a $1.2 Billion Company,” she lends a few points as to why Glossier, and many other brands, seem to be more successful in marketing themselves. Lorincz mentions that the cosmetic brand knows their audience well enough to understand how to cater to them; this is apparent in the feminine and youthful design. In addition to this, she mentions the consistency of the iconic pink and white that extends throughout socials and products, this repetition brands itself enough to be recognized easily. Another point is that Glossier provides an exceptional user experience on its website. Its minimalistic look makes information easily accessible as well as giving multiple routes to access certain products. These points work very nicely alongside their marketing with their brand’s voice and interaction with their customers creates an exceptional brand image.