Gen Z Brand Awareness

The Glow-Up is Personal

2021

The Ask

Create a campaign to boost Glossier brand awareness among Gen Z (focus on college-aged) women navigating self-exploration and life transitions.

Opportunity

Minimalist, natural makeup is trending among Gen Z women who value affordability, ease, and authenticity.

Solution

Creating a #glossieryou campaign celebrates individuality and self-expression through beauty, targeting back-to-college students.

Influenced by peers and relatable online voices, they discover new brands through social media and word-of-mouth over traditional loyalty. College marks a fresh start for Gen Z women. A time for growth and self-discovery.

Expression is evolving... and so is the moment

Four smartphones displaying Instagram posts related to Glossier beauty products. The first and second posts feature pink marketing materials and makeup sets. The third shows a person applying makeup with colorful eyeshadow, and the fourth has a close-up of a woman holding a bottle of Glossier skincare product.
Pink promotional poster with minimalist line art illustrations of faces, promoting Glossier's 'Find Your Glow' campaign coming to campuses in August 2022, with details on participating colleges and dates.

Through influencers, campus events, and user content, it builds a community that empowers students to embrace their natural glow with Glossier.

A woman at a vanity mirror applying makeup, with beauty products on the table, in a bedroom.
A woman in a bathroom holding a bottle of skincare product, wearing a white tank top and a headband.
The logo features the word "Glossier" in bold, dark purple text on a light pink background, with a stylized letter "G" in a white and pink circle to the right.
Arrangement of skincare and makeup products from Glossier, including bottles of cleanser and moisturizer, with pictures of diverse women, quotes, and informational text about the brand and its values, set on a pink background. 
Why      Awareness as Relationship, Not Reach MatterS

This project highlights that Gen Z women — especially college-aged individuals navigating identity and self-expression — aren’t just influenced by trends; they’re shaped by community, authenticity, and personal storytelling. The #glossieryou campaign speaks to this need for belonging and self-authorship, framing Glossier not just as a beauty brand but as a platform for personal glow-ups and meaningful expression

I’m excited to explore how user-generated narratives and micro-community engagement can further elevate brand affinity — especially in ways that help brands grow with audiences rather than at them.