REBRANDING: GLOSSIER YOUR WAY
I analyzed cosmetics and skincare company Glossier and their use of trendy minimalist design. I also proposed a rebranding to connect with key audiences, communicate brand messaging, and stand out amongst competitors. I created the tagline "Glossier your way" and designed Instagram posts highlighting the new aesthetic.
Read my analysis below.
*This is a concept project
Annie Marsh
May 9, 2021
REBRANDING: GLOSSIER YOUR WAY
Is the minimalistic design trend on its way out?
THE ORIGINAL MAKEUP MINIMALISTS
Glossier (pronounced gloss-ee-yay) is the no-makeup makeup brand that took the Internet by storm when it was founded in 2014. Besides their award-winning makeup and skincare products, Glossier is known for their extremely clean, minimalist branding across their packaging and social media.
THE PROBLEM
BREAKING THE MOLD OF MINIMALISM
These days, it seems like every brand is streamlining their logos and paring down their packaging to appeal to the modern consumer. But consumers are pushing back.
Minimalist redesigns like Smucker’s logo or Tropicana’s packaging (see below) have been shot down by critics, Twitter users, and shoppers who can’t stand the lack of personality and craftsmanship.
A 2019 report from the Harvard Business Review shows that descriptive logos resonate more with consumers, while trendy minimalist logos are considered less authentic and less likable. Effective branding is distinct among competitors and memorable among audiences, which most minimalist brands seem to lack.
Consumer culture is pushing for messier, brighter branding, and I believe Glossier should be one of the first to break the mold of minimalism.
MY SOLUTION
GLOSSIER YOUR WAY
Glossier promotes self-expression and uniqueness in their makeup, and their branding should help their message shine through with the tagline “Glossier your way.”
Though they usually stick with clean white and accents of light pink or blue, it could be fun to explore deeper colors more similar to skin tones or shades of their cosmetics. Punchy graphics and playful colors accompanying posts from real users make for fun, expressive posts that truly involve Glossier’s followers.
STICK IT TO 'EM
Another inspiration behind the redesign is Glossier’s strong branding that extends beyond their products: their iconic stickers. Every package includes a small pink cosmetics bag and a sticker pack with Glossier-branded icons and logos, which have all become as much a part of the Glossier brand as their products. By incorporating the fun, branded element of Glossier’s stickers, their social posts gain a playful edge that minimalism lacks.
As a skincare and cosmetics giant that promotes self-expression, Glossier is the perfect brand to interrupt the same streamlined designs clogging everyone’s social media feeds and bring personality back into branding.
