Business

Glossier hopes for beauty refresh with Olivia Rodrigo


Olivia Rodrigo had a large night time on the Grammys previous this month, selecting up trophies for Best New Artist, Best Pop Solo Performance, and Best Pop Vocal Album. For the ones preserving ranking at the purple carpet, she was once dressed in a Vivienne Westwood robe, and make-up via Glossier. Specifically, Glossier’s Skin Tint, Stretch Concealer, Cloud Paint blush in Beam (comfortable peach) and Storm (heat rose), Haloscope highlighter in quartz, and Monochromes eyeshadow trio in Mist.

Olivia Rodrigo for her new Glossier marketing campaign, “You Look Good” [Photo: Stevie Dance/Glossier]

Now the pop artist is starring in a brand new Glossier marketing campaign known as “You Look Good,” the beginning of a long-term partnership that may come with a curated set of Olivia’s favourite Glossier merchandise known as—you guessed it—Olivia’s Favorites, in addition to collaborations on occasions, content material, and customized choices.

Ali Weiss, leader advertising officer at Glossier, says that is the corporate’s first-ever famous person partnership. She notes that numerous concept was once put into the kind of one that may just spouse with Glossier in an original option to inform a wide target audience—together with present and new shoppers—in regards to the logo in some way that exudes its ethos in actual existence.

“The idea behind it is to really celebrate one of our founding beliefs, which is the sentiment of when you feel good, you look good, and when you look good, you feel good,” Weiss says. “Olivia had been a fan of the brand prior to the partnership, so we reached out pretty early on as her star was rising to see if she’d be interested in partnering with us. We found an immense amount of alignment between her own come-as-you-are ethos and our look-good, feel-good approach, and it just came together.”

As McDonald’s Famous Orders have illustrated, there may be quite a few logo magic to be discovered when a large title is a real fan and person of an organization’s merchandise. For Weiss, this was once the one option to move. “The reality today is that the consumer has so much information at their fingertips, through social media, word of mouth, and understanding and interacting with a brand’s products themselves, that it’s very difficult for a brand to create a successful partnership if it’s not authentic and fully integrated into that [celebrity’s] lifestyle,” she says.

Glossier has had a tricky 12 months to this point, maximum significantly saying a spherical of high-profile layoffs in January, when a 3rd of the corporate’s company team of workers was once reduce. At the time, CEO Emily Weiss instructed CNN, “Over the past two years, we prioritized certain strategic projects that distracted us from the laser focus we needed to have on our core business: scaling our beauty brand.”

Refocusing on Glossier the wonder logo required a back-to-basics method. For CMO Weiss, that suggests as soon as once more tying the emblem and its merchandise to the private tales of its customers, one thing she says the emblem has had since its Into the Gloss good looks weblog days.

“This partnership is a great example of us being more focused than ever on executing against that, and building a brand that inspires people through other people’s stories, real-life connections, and shared values,” Weiss says.

And having 24.5 million Instagram fans doesn’t harm.





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