Open Marketing Fundamentals Presentation - Rosie Hall

TABLE OF CONTENTS

B R A N D O V E R V I E W

A n i n t r o d u c t i o n t o G l o s s i e r ʼ s o r i g i n s ,

p h i l o s o p h y , a n d p o s i t i o n i n g w i t h i n t h e

b e a u t y i n d u s t r y .

S T R A T E G I C F R A M E W O R K

O u t l i n i n g t h e t h e o r e t i c a l m o d e l s a n d

m a r k e t i n g p r i n c i p l e s g u i d i n g t h e

c a m p a i g n p l a n .

S W O T A N A L Y S I S

A s s e s s i n g G l o s s i e r ʼ s k e y s t r e n g t h s ,

w e a k n e s s e s , o p p o r t u n i t i e s , a n d t h r e a t s

i n t h e c u r r e n t m a r k e t

S M A R T O B J E C T I V E S

D e f i n i n g c l e a r , m e a s u r a b l e g o a l s t o

i n c r e a s e f l a g s h i p s t o r e f o o t f a l l o v e r t h e

f e s t i v e p e r i o d .

C A M P A I G N C O N C E P T

P r e s e n t i n g t h e c r e a t i v e i d e a , “ G l o s s y

N i g h t s , L o n d o n L i g h t s ˮ , a s t h e

f o u n d a t i o n o f t h e s t r a t e g y .

P E R S O N A D E V E L O P M E N T

P r o f i l i n g t h e t a r g e t a u d i e n c e t o

u n d e r s t a n d m o t i v a t i o n s , b e h a v i o u r s , a n d

b r a n d a f f i n i t i e s .

TABLE OF CONTENTS

K E Y C A M P A I G N A C T I V A T I O N S

D e t a i l i n g t h e e x p e r i e n t i a l , d i g i t a l , a n d i n -

s t o r e i n i t i a t i v e s d e s i g n e d t o e n g a g e

c o n s u m e r s T I M E L I N E

M a p p i n g o u t t h e t h r e e - m o n t h f e s t i v e

c a m p a i g n a c r o s s p r e - l a u n c h , p e a k , a n d

s u s t a i n p h a s e s .

C O N C L U S I O N

S u m m a r i s i n g i n s i g h t s , c a m p a i g n i m p a c t ,

a n d e x p e c t e d o u t c o m e s f o r G l o s s i e r ʼ s

L o n d o n f l a g s h i p .

R E F E R E N C E S + F I G U R E S

A f u l l l i s t o f a c a d e m i c a n d i n d u s t r y

s o u r c e s c i t e d i n H a r v a r d F a l m o u t h

s t y l e .

B R A N D O V E R V I E W

G l o s s i e r p o s i t i o n s i t s e l f a r o u n d

a u t h e n t i c i t y , a c c e s s i b i l i t y , a n d

m i n i m a l i s t b e a u t y w i t h i t s “ s k i n f i r s t ,

m a k e u p s e c o n d ˮ e t h o s . ( F i s c h e r 2 0 2 3 )

B r i d g i n g m a s s a n d p r e s t i g e m a r k e t s , i t

c o m b i n e s q u a l i t y w i t h a n a s p i r a t i o n a l

l i f e s t y l e i m a g e . ( B a r k e r 2 0 2 3 ) I t s

C o v e n t G a r d e n f l a g s h i p s t r e n g t h e n s

i t s g l o b a l p r e s e n c e , t h o u g h i t f a c e s

c h a l l e n g e s f r o m s h i f t i n g c o n s u m e r

h a b i t s a n d c o m p e t i t o r s l i k e C h a r l o t t e

T i l b u r y a n d K i k o M i l a n o .

Into the Gloss founded by Emily Weiss as a beaut y blog (Indvik 2015)

3 Fig 4

5

Glossier raises $24 million in Series B funding led by Index Ventures (OʼConnor 2016)

Glossier achieves unicor n status with a valuation exceeding $1 billion(Sindhya Valloppillil 2025)

Launch of Glossier as a direct -toconsumer beaut y brand with four products. (Indvik 2015)

6

Launch of Boy Brow and Cloud Paint, which became cul t products

7

Covid-19 p andemic forces closure of all physical stores

Fig 11

Par tnership with Space NK announced to distribute Glossier products across the UK and Ireland

13

2019

Launch of Glossier Play, a colour focused sub brand(Niven-Phillips 2019)

Launch of Glossiers first fragrance line expansion and entr y into Ul ta Beaut y

15

Fig 12

Reopening of physical retail with new flagship stores in Seattle, Los Angeles and London (Covent Garden)

CEO transition: Kyle Leahy replaces Emily Weiss as CEO(Hinchliffe and McGlauflin 2022)

RELEVANT FRAMEWORK

G l o s s i e r ʼ s m a r k e t i n g m i x r e i n f o r c e s i t s i d e n t i t y a s a c o m m u n i t y - d r i v e n ,

d i g i t a l l y n a t i v e b e a u t y b r a n d . E a c h e l e m e n t w o r k s c o h e s i v e l y t o b u i l d

c u s t o m e r l o y a l t y t h r o u g h a c c e s s i b i l i t y , a e s t h e t i c s , a n d e x p e r i e n c e .

P R O D U C T P R I C E P L A C E

P R O M O T I O N P E O P L E

P R O C E S S

P H Y S I C A L E V I D E N C E

F i g 1 6 : H a l l 2 0 2 5

G l o s s i e r P r o d u c t D i s p l a y [ p h o t o g r a p h ]

G l o s s i e r ʼ s p r o d u c t r a n g e s p a n s

f r o m s k i n c a r e , m a k e u p ,

f r a g r a n c e , a n d l i m i t e d - e d i t i o n

a c c e s s o r i e s .

B e s t s e l l e r s i n c l u d e B o y B r o w ,

C l o u d P a i n t , a n d M i l k y J e l l y

C l e a n s e r d e f i n i n g i t s c o r e

i d e n t i t y . ( G l o s s i e r n . d )

F i g 1 7 : H a l l 2 0 2 5

G l o s s i e r P r o d u c t D i s p l a y [ p h o t o g r a p h ]

PLACE

T h e b r a n d ʼs o m n i c h a n n e l s t r a t e g y

i n t e g r a t e s e - c o m m e r c e , f l a g s h i p

s t o r e s , a n d U K p a r t n e r s h i p s w i t h

S p a c e N K ( P i t t 2 0 2 4 ) .

T h e C o v e n t G a r d e n f l a g s h i p a c t s

a s a n e x p e r i e n

s h o p p i n g m e r g e s

w i t h c o m m u n i t y

a c c e s s i b l e ˮ p r i c i n g m o d e l , t o

a t t r a c t d i v e r s e c o n s u m e r s .

A f f o r d a b l e e s s e n t i a l s a n c h o r

t h e b r a n d , w h i l e p r e m i u m s e t s

a n d c o l l a b o r a t i o n s r e i n f o r c e

e x c l u s i v i t y a n d b r a n d v a l u e

( B a r k e r 2 0 2 3 ) .

F i g 1 8 : H a l l 2 0 2 5 G l o s s i e r P r o d u c t D i s p l a y [ p h o t o g r a p h ] G l o s s i e r f o l l o w s a “ p r e m i u m

F i g 1 9 : H a l l 2 0 2 5 G l o s s i e r P r o d u c t D i s p l a y [ p h o t o g r a p h ]

a n d c r e a t i v i t y .

F i g 2 1 : S p a c e N K W e b s i t e [ s c r e e n s h o t b y a u t h o r ] 2 0 2 5

F i g 2 2 : G L O S S I E R 2 0 2 5 W h i c h B a l m D o t C

F i g 2 3 : G L O S S I E R 2 0 2 5 C l o u d P a i n t T r y o n [ s c r e e n s h o t ]

F i g 2 4 : G L O S S I E R 2 0 2 5 G l o s s i e r G r a n t P r o g r a m [ s c r e e n s h o t ]

PEOPLE

G l o s s i e r ʼ s p r o m o t i o n i s d e f i n e d b y

c o m m u n i t y - d r i v e n , v i s u a l , a n d e x p e r i e n t i a l

m a r k e t i n g , u s i n g i n f l u e n c e r p a r t n e r s h i p s ,

U G C , i n t e r a c t i v e s o c i a l c o n t e n t , a n d

i m m e r s i v e r e t a i l t o b u i l d a u t h e n t i c i t y a n d

p a r t i c i p a t i o n ( A s m i t a 2 0 2 4 ; A b b a s 2 0 2 5 ;

B h a r g a v a 2 0 2 3 ; B u s i n e s s 2 0 2 5 ; A v e r y 2 0 1 9 ) .

G l o s s i e r ʼ s l e a d e r s h i p h a s s h i f t e d f r o m f o u n d e r - l e d t o

p r o f e s s i o n a l l y m a n a g e d , b e g i n n i n g w i t h E m i l y W e i s s

s t e p p i n g d o w n i n 2 0 2 2 ( B r a u n 2 0 2 2 ) .

S u c c e s s i v e C E O s K y l e L e a h y a n d C o l i n W a l s h

e x p a n d e d r e t a i l a n d s c a l e d o p e r a t i o n s ( N e w s 2 0 2 5 ;

N e w s 2 0 2 5 b )

F i g 2 5 O C O N N O R C l a i r e 2 0 1 6 E m i l y W e i s s F o u n d e r a n d C E O o f G o s s i e r [ P h o t o g r a p h ]

F i g 2 6 : F O R T U N E 2 0 2 2 Ky l e L e a h y N e w C E O o f G l o s s i e r [ I m a g e ]

PROCE

G l o s s i e r ʼ s o m n i c h a n n e l p r o c e s s l i n k s s o c i a l

m e d i a d i s c o v e r y w i t h e - c o m m e r c e ( B h a r g a v a

2 0 2 3 ) a n d e x p e r i e n t i a l i n - s t o r e e n g a g e m e n t

( B u s i n e s s 2 0 2 5 ) .

P o s t - p u r c h a s e , i t m a i n t a i n s l o y a l t y t h r o u g h

p e r s o n a l i s e d e m a i l s a n d U G C - b a s e d

c o m m u n i c a t i o n , t o s t r e n g t h e n l o n g - t e r m

c u s t o m e r r e l a t i o n s h i p s ( A s m i t a 2 0 2 4 ) .

G l o s s i e r ʼ s p h y s i c a l e v i d e n c e c e n t r e s o n i t s p i n k ,

m i n i m a l i s t a e s t h e t i c . T h e L o n d o n f l a g s h i p m e r g e s

m o d e r n p i n k i n t e r i o r s w i t h h i s t o r i c a r c h i t e c t u r e

( E n g l e f i e l d 2 0 2 1 ) w h i l e s t o r e s u s e s o f t t e x t u r e s ,

t e s t i n g b a r s , a n d “ Yo u L o o k G o o d ˮ m i r r o r s t o

d e e p e n i t s e x p e r i e n t i a l i d e n t i t y ( L i m o g e s 2 0 1 9 ; Tu r k

2 0 2 0 ) . F i g 2 8 : H a l l 2 0 2 5 I n s i d e t h e G l o s s i e r F l a g s h i p S t o r e [ p h o t o g r a p h ]

F i g 2 9 : H a l l 2 0 2 5 I n s i d e t h e G l o s s i e r F l a g s h i p S t o r e [ p h o t o g r a p h ]

F i g 3 0 : H a l l 2 0 2 5 I n s i d e t h e G l o s s i e r F l a g s h i p S t o r e [ p h o t o g r a p h ]

PHYSICAL EVIDENCE

I D E N T I T Y

B R A N D

PHYSIQUE

AESTHETIC SLEEK CHIC PINK FRIENDLY

MINIMALIST

P R I S M

-

RELATIONSHIP

COMMUNITY

COLLABORATORS

AVOIDS PURELY TRANSACTIONAL

REFLECTION

DESIGN SAV VY

AUTHENTICITY SOCIALLY CONNECTED

DIGITALLY FLUENT

PERSONALITY CULTURE

YOUTHFUL PLAYFUL COMMUNITY-ORIENTATED INCLUSIVE BUILT FROM COMMUNITY

TRANSPARENCY

SIMPLICITY

EFFORTLESS BEAUTY

SELF-IMAGE

SOCIALLY AWARE GLOWING SKIN BEAUTY AWARE

Fig 31: Hall. 2025. Glossier Brand Identity Prism [infographic by author]

BRAND POSITIONING MAP

MASS MARKET

PRESTIGE

MARKET

Fig 32: Hall. 2025. Brand Positioning Map of Beauty Brands. [brand positioning map]

SWOT ANALYSIS

Strengths

Glossier have a distinctive brand identit y and strong social/communit y roots. Their iconic hero products with cul t followings only expand the brand.(Digital Marketing Team 2025) They have proven DTC strategies plus a growing omnichannel presence in both retail and wholesale.

Oppor tunities

By entering wholesale and tr ying to expand inter nationally Glossier have star ted to expand into SpaceNK stores which exposes themselves to a wider target market. (Pitt 2024) Glossier should consider the use of flagship stores as content and communit y hubs in order to attract people to the flagship store.

Weaknesses

Glossier faces both profitabilit y and scaling challenges such as store operating costs and inter national logistics. They also have a strong dependence on social media, growing trends and consumer engagement. (Sindhya Valloppillil 2025)

Threats

Glossier face the threat of a competitive market of established conglomerates + individual competitors. They also have to be concer ned with macroeconomic pressures such as consumer spending fluctuations and rising costs due to inflation. (Second 2022)

SMART OBJECTIVES

1 0 %

a n a d d i t i o n a l

v i s i t o r s 5346

F i g 3 3 : H a l l . 2 0 2 5 . G l o s s i e r L o n d o n F l a g s h i p S t o r e [ p h o t o g r a p h ]

C U S T O M

Personalit y and Values Her Glossier Experience

Expressive

Confident

Values authenticit y

Gravitates toward brands that feel inclusive, ethical and communit y-driven.

Conscious about sustainabilit y

Prefers minimalist routines

Daisy first visited the Glossier Covent Garden store after seeing it online.

She loved the pink aesthetic, clean layout and friendly atmosphere.

Staff were welcoming and helped her try products without pressure.

She found the interactive displays engaging and liked paying through staff iPads instead of queuing.

Pain Points

Daisy sometimes struggles with stock availabilit y, as bestsellers like Cloud Paint often sell out.

She also wishes Glossier offered a loyalt y scheme for regular customers. She finds deliver y delays frustrating.

C U S T O M

Meet Dani elle Jones

Personalit y and Values Her Glossier Experience Pain Points

Grounded

Thoughtful

She values transparency, practicalit y, and brands that deliver on their promises. She likes routines that feel purposeful. She gravitates towards products that simplify her day

Danielle has heard positive things about Glossier from friends and online reviews but has never made a purchase.

She's intrigued by the brands clean aesthetic and skinfocused approach but feels unsure about ordering products she hasn't tested in person. She's interested just not fully convinced yet.

Danielle feels unsure which Glossier products would work for her skin or routine. She's hesitant to trust marketing heavy descriptions.

With mildy sensitive skin, she worries about irritation and wants clear ingredient details. Shopping online without seeing shades or tex tures adds to her hesitation.

WINTER WONDERLAND

GIRL POWER

Fig 36: Hall. 2025. Moodboard for campaign. [Moodboard]

CAMPAIGN CONCEPT

CHRISTMAS

Oliv ia D

Olivia Dean is the per fect par tner for Glossy Lights, London Nights as her empowering, soulful st yle and London roots align with Glossier ʼs communit y-focused values. Her authentic, uplifting presence enhances the festive, female-led spirit of the Christmas campaign.

CAMPAIGN CONCEPT

“Glossy Lights, London Nights: Gir ls Who Glow ˮ is a three-month integrated camp aign transfor ming Glossier ʼs Covent Garden flagship into Londonʼs after-dar k festive be aut y destination. Across October to December, the camp aign builds anticip ation, unveils a pink light-switch-on with Olivia De an, and culminates in immersive projections, per for mances, exclusive edits, and UGCdriven engagement positioning Glossier as a standout Christmas experience.

THE STORYLINE

“Glossy Lights, London Nights: Gir ls Who Glow ˮ celebrates womenʼs empower ment through music, beaut y and communit y. Fronted by Olivia Dean and suppor ted by emerging female ar tists, the campaign uses the festive season to spotlight womenʼs creativit y and amplify under represented voices. Through live per for mances, pink light projections featuring empowering messages, and exclusive “Oliviaʼs Favouritesˮ gift sets with affir mation cards, Glossier creates an immersive experience that encourages women to embrace their glow reinforcing the campaignʼs message: Gir ls who Glow.

SOCIAL MEDIA

MARKETING INSTAGRAM/ TIKTOK POSTS AND REELS

RACE

DIRECT MARKETING EMAILS

IN STORE MARKETING EVENTS / LAUNCHES

EVENT MARKETING POP UP / LIVE EVENTS AND PERFORMANCES

BRAND AND COMMUNICATION

MARKETING BRAND STORYTELLING / PARTNERSHIPS AND COLLABORATIONS

COMMUNITY AND RELATIONSHIP

MARKETING UGC CONTENT / COMMUNITYBUILDING CAMPAIGN

TIKTOK AND INSTAGRAM REELS

COVENT GARDEN

Fig 45 : IMAGE FX. 2025. Prompt by the author: ‘ a Birds Eye view of a simple pink and white map of Covent

, include the glossier flagship store, coffee van, Photo Booth and snow globe stage’ [AI generated image]

GLOW TOKENS

Fig 47:

Fig 48:

Fig 50:

Fig 51:

Fig 49 :

Fig 52 :

Fig 54:

Fig 53:

Fig 55 :

Fig 56 :

WEBSITE

ONLINE

INSTORE EVENTS AND LAUNCHES

STORY TELLING AND COLLABORATIONS

Fig 66 : IMAGE FX. 2025. Prompt by the author: ‘different women of different backgrounds and ethnicities in a square next to each other with ‘girls who glow ’ and glossiers logo on top’ [AI generated image]

POP UP / LIVE EVENTS AND PERFORMANCES

OFFLINE

iv a dean headlining, make it as realistic as possible and make it landsc ape ’ [AI generated image]

Performances

Performances Performances

Olivia Dean Performs Performances Performances Performances Performances Performances

Olivia Dean Performs Olivia Dean Performs Olivia Dean Performs Olivia Dean Performs

UGC

CONTENT / COMMUNITY DRIVEN CONTENT

Fig 72 : Fig 73: Fig 73: (Glossier 2025) Fig 74: Fig 75 :

C O N C L U S I O N

The Glossy Lights London Nights: Gir ls who Glow, campaign has the aim to increase the footfall of the Covent Garden flagship store by 10% through a series of activations highlighting the impor tance of womenʼs empower ment during the festive season. Led by Olivia Dean, the epitome of female empower ment, her authentic soulful being makes her the per fect face of this campaign. This campaign is only the beginning for Glossier to expand giving them the oppor tunit y to have more events tailored to womenʼs empower ment and communit y.

R

E F E R E N C E S

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ASMITA. 2024. ‘Community Decoded: How Glossierʼs Community Strategy Worksʼ. Skeepers [online]. Available at: https://skeepers.io/blog/community-decoded-glossier/ [accessed 10 Nov 2025].

AVERY, Jill. 2019. ‘Glossier: Co-Creating a Cult Brand with a Digital Communityʼ. Harvard Business School [online]. Available at: https://www.hbs.edu/faculty/Pages/item.aspx? num=54905 [accessed 10 Nov 2025].

BARKER, Matthew. 2023. ‘Report: Glossier Business Breakdown & Founding Story | Contrary Researchʼ. Contrary.com[online]. Available at: https://research.contrary.com/company/glossier%20 [accessed 7 Oct 2025].

BHARGAVA, Vanhishikha. 2023. ‘Glossierʼs Social Media Marketing: A Blueprint for Successʼ. Radarr [online]. Available at: https://www.radarr.com/blog/glossier-social-mediamarketing-strategy-breakdown/ [accessed 10 Nov 2025].

BRAUN, Jennifer. 2022. ‘Glossier CEO Emily Weiss to Step Downʼ. FashionNetwork.com [online]. Available at: https://uk.fashionnetwork.com/news/Glossier-ceo-emily-weiss-to-stepdown%2C1408828.html [accessed 10 Nov 2025].

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ENGLEFIELD, Jane. 2021. ‘Glossier Opens London Flagship in Covent Gardenʼs Oldest Buildingʼ. Dezeen [online]. Available at: https://www.dezeen.com/2021/12/14/glossier-make-upstore-covent-gardens-oldest-building [accessed 10 Nov 2025].

FISCHER, Molly. 2023. ‘How Glossier Made Effortlessness a Billion-Dollar Brandʼ. The New Yorker [online]. Available at: https://www.newyorker.com/magazine/2023/09/25/howglossier-made-effortlessness-a-billion-dollar-brand [accessed 7 Oct 2025].

GLOSSIER. n.d. ‘Locationsʼ. www.glossier.com [online]. Available at: https://www.glossier.com/pages/locations.

HINCHLIFFE, Emma and Paige MCGLAUFLIN. 2022. ‘How Glossierʼs New CEO Is Taking the Beauty Brand back to Its Rootsʼ. Fortune [online]. Available at: https://fortune.com/2022/06/22/glossier-new-ceo-kyle-leahy-emily-weiss-brand-business/ [accessed 4 Nov 2025].

INDVIK, Lauren. 2015. ‘How “into the Glossˮ and Glossier Founder Emily Weiss Turned a Side Project into a Burgeoning Beauty Brandʼ. Fashionista [online]. Available at: https://fashionista.com/2015/04/emily-weiss [accessed 4 Nov 2025].

R E F E R E N C E S

LIMOGES, Kristin. 2019. ‘Youʼll Never Guess Whatʼs at the End of This Stairwayʼ. domino [online]. Available at: https://www.domino.com/content/new-glossier-flagship-nyc-store/ [accessed 10 Nov 2025].

NEWS, Global Cosmetics. 2025a. ‘Glossier CEO Kyle Leahy to Step down by Year-End - Global Cosmetics Newsʼ. Global Cosmetics News [online]. Available at: https://www.globalcosmeticsnews.com/glossier-ceo-kyle-leahy-to-step-down-by-year-end/ [accessed 10 Nov 2025].

NEWS, Global Cosmetics. 2025b. ‘Glossier Appoints Former P&G Beauty Head Colin Walsh as CEO - Global Cosmetics Newsʼ. Global Cosmetics News [online]. Available at: https://www.globalcosmeticsnews.com/glossier-appoints-former-pg-beauty-head-colin-wal [accessed 10 Nov 2025].

NIVEN-PHILLIPS, Lisa. 2019. ‘Glossier Play: Everything You Need to Know about the New Colour Beauty Brand | British Vogueʼ. British Vogue [online]. Available at: https://www.vogue.co.uk/article/what-is-glossier-play [accessed 4 Nov 2025].

OʼCONNOR, Clare. 2016. ‘Cult Beauty Brand Glossier Raises $24M Series B to Open Retail Stores, Go Internationalʼ. Forbes, 30 Nov [online]. Available at: https://www.forbes.com/sites/clareoconnor/2016/11/30/cult-beauty-brand-glossier-raises-24m-series-b-to-open-retail-stores-go-international/ [accessed 4 Nov 2025].

PITT, Sophie. 2024. ‘Beyond London: The UK Gets Glossier with SpaceNK Partnershipʼ. Beautymatter.com [online]. Available at: https://beautymatter.com/articles/uk-gets-glossierwith-spacenk-partnership [accessed 10 Nov 2025].

SECOND, Business First, Beauty. 2022. ‘So Glossier Is Good , but How Could They Become Great? — Evaluating Environmental Threatsʼ. Medium [online]. Available at: https://medium.com/@mhward12/so-glossier-is-good-but-how-could-they-become-great-evaluating-environmental-threats-73b233d09738 [accessed 10 Nov 2025].

SINDHYA VALLOPPILLIL. 2025. ‘Why Glossierʼs Era of Unicorn Hype May Be Over, Ramifications for Venture Capital and the Beauty Industryʼ. Forbes [online]. Available at: https://www.forbes.com/sites/sindhyavalloppillil/2025/04/11/south-of-a-billion-why-glossiers-era-of-unicorn-hype-may-be-over/ [accessed 3 Nov 2025].

TURK, Victoria. 2020. ‘How Glossier Turned Itself into a Billion-Dollar Beauty Brandʼ. Wired [online]. Available at: https://www.wired.com/story/how-to-build-a-brand-glossier/ [accessed 10 Nov 2025].

F I G U R E L I S T

Figure 1: MICROSOFT COPILOT. 2025. Prompt by the author: ‘Create a visual mockup of a winter wonderland themed concert stage in Covent Garden, in the shape of a snow globe, sponsored by Glossier, make it as realistic as possible and make it landscapeʼ [AI Generated Image] Available at:https://copilot.microsoft.com/chats/36VkqWernRbYxyrgPPaJn [Accessed 18 November 2025]

Figure 2: Rosie HALL. 2025. Inside the Glossier Flagship Store [photograph]

Figure 3: OʼCONNOR, Claire. 2016. Emily Weiss, Founder and CEO of Glossier[Photograph]. Forbes. Available at: https://www.forbes.com/sites/clareoconnor/2016/08/02/howglossiers-emily-weiss-is-using-the-internet-to-build-a-beauty-brand-for-generation-instagram/ [accessed 18 Nov 2025].

Figure 4: FLIPHTML5. n.d. Glossier Logo [Image]. Glossier Brand Book. Available at: https://online.fliphtml5.com/xlfma/ujsj/#p=1 [accessed 18 Nov 2025].

Figure 5: Pink Finance Image [Image]. 2021. Maya Greenberg. Available at: https://mayagreenberg.lmu.build/financial-information/ [accessed 18 Nov 2025].

Figure 6: GLOSSIER. n.d. Cloud Paint [Image]. Glossier. Available at: https://uk.glossier.com/products/cloud-paint? utm_source=google&utm_medium=cpc&utm_campaign=%7B%7Bcampaign.name%7D%7D&utm_content=brand&utm_term=%7Bglossier%20cloud%20paint%7D&gad_source=1&gad_ campaignid=20476785825&gbraid=0AAAAADk7FTP2P4CfQdeAZjBpPnq28K1E_&gclid=EAIaIQobChMIlqXZo8uAkQMVTZlQBh03kSwqEAAYASAAEgKS4fD_BwE [accessed 18 Nov 2025].

Figure 7: GLOSSIER. n.d. Boy Brow [Image]. Glossier. Available at: https://uk.glossier.com/products/boy-brow?variant=41649325408303 [accessed 18 Nov 2025].

Figure 8: CANVA. n.d. Bag of Money [stock icon] Available at: https://www.canva.com/graphics/search/Money-bag/ [accessed 18 Nov 2025].

Figure 9: CANVA. n.d. Unicorn [stock icon] Available at: https://www.canva.com/graphics/search/Unicorn/ [accessed 18 Nov 2025].

Figure 10: GLAMOUR. 2019. Glossier Play [Image]. Glamour. Available at: https://www.glamour.com/story/glossier-play-review [accessed 18 Nov 2025].

Figure 11: WORLD HEALTH ORGANISATION. 2020. Covid -19 [Image]. World Heath Organisation. Available at: https://www.who.int/health-topics/coronavirus#tab=tab_1 [accessed 18 Nov 2025].

Figure 12: GLOSSY. 2021. Inside of a Glossier Store [Image]. Glossy. Available at: https://www.glossy.co/beauty/glossier-is-betting-big-on-experiential-retail-again/ [accessed 18 Nov 2025].

Figure 13: SPACENK. n.d. SpaceNK Logo [Image]. SpaceNK. Available at: https://help.spacenk.com/hc/en-us/articles/115003880965-Privacy-Policy [accessed 18 Nov 2025].

Figure 14: FORTUNE. 2022. Kyle Leahy New CEO of Glossier [Image]. Fortune. Available at: https://fortune.com/2022/06/22/glossier-new-ceo-kyle-leahy-emily-weiss-brand-business/ [accessed 18 Nov 2025].

Figure 15: BRAND LOGOS. n.d. Ulta Logo [Image]. Brand Logos. Available at: https://brandlogos.net/ulta-beauty-logo-vector-97021.html [accessed 18 Nov 2025].

F I G U R E L I S T

Figure 16: Rosie HALL. 2025. Glossier Product Display [photograph]

Figure 17: Rosie HALL. 2025. Glossier Product Display [photograph]

Figure 18: Rosie HALL. 2025. Glossier Product Display [photograph]

Figure 19: Rosie HALL. 2025. Glossier Product Display [photograph]

Figure 20: Rosie HALL. 2025. Glossier London Flagship Store [photograph]

Figure 21: SpaceNK Website [screenshot by author] 2025 Available at:https://www.spacenk.com/uk/home?utm_source=google&utm_ medium=ppc&utm_campaign=snk-uksearch&utm_term=alwayson-all-brand&utm_content=snk-purestatic&src=ppc&gclsrc=aw.ds&gad_source=1&gad_campaignid=20086701023&gbraid=0AAAAAD9ohPqe9D2oxxe4EqtePcYqHhzRL&gclid=EAIaIQobChMI75jtoOKAkQMV3ohQBh05SD WjEAAYASAAEgJncfD BwE [accessed 20 Nov 2025]

Figure 22: GLOSSIER. 2025. Which Balm Dot Com are you? [screenshot] Available at: https://www.instagram.com/glossier?igsh=YWxybTg2eHlodmdq [accessed 18 Nov 2025]

Figure 23: GLOSSIER. 2025. Cloud Paint Try on [screenshot] Available at: https://www.instagram.com/glossier?igsh=YWxybTg2eHlodmdq [accessed 18 Nov 2025]

Figure 24: GLOSSIER. 2025. Glossier Grant Program [screenshot] Available at: https://www.instagram.com/glossier?igsh=YWxybTg2eHlodmdq [accessed 18 Nov 2025]

Figure 25: OʼCONNOR, Claire. 2016. Emily Weiss, Founder and CEO of Glossier[Photograph]. Forbes. Available at: https://www.forbes.com/sites/clareoconnor/2016/08/02/howglossiers-emily-weiss-is-using-the-internet-to-build-a-beaut y-brand-for-generation-instagram/ [accessed 18 Nov 2025].

Figure 26: FORTUNE. 2022. Kyle Leahy New CEO of Glossier [Image]. Fortune. Available at: https://fortune.com/2022/06/22/glossier-new-ceo-kyle-leahy-emily-weiss-brandbusiness/ [accessed 18 Nov 2025].

Figure 27: Glossier Website [screenshot by author] 2025 Available at:https://uk.glossier.com/? srsltid=AfmBOoot2W7jMwwp7AfgmaiRTo1sCgxryUwnSCz_ byryMV8sLqZoMMEr[accessed 20 Nov 2025]

Figure 28: Rosie HALL. 2025. Inside the Glossier Flagship Store [photograph]

Figure 29: Rosie HALL. 2025. Inside the Glossier Flagship Store [photograph]

Figure 30: Rosie HALL. 2025. Inside the Glossier Flagship Store [photograph]

Figure 31: Rosie HALL. 2025. Brand Identit y Prism [infographic by author]

F I G U R E L I S T

Figure 32: Rosie HALL. 2025. Brand Positioning Map of Beauty Brands. Incorporating logos. Available at: https://www.elfcosmetics.co.uk/?

utm_source=paid_search&utm_medium=cpc&gclsrc=aw.ds&gad_source=1&gad_campaignid=16471217439&gbraid=0AAAAABWZcu9nFC13KKHjQpC5Lt7L0eriJ&gclid=EAIaIQobChMIy cyD1oCBkQMVRJRQBh2lIi4pEAAYASAAEgJHv_D_BwE[accessed 18 Nov 2025] https://theordinary.com/en-gb/category/best-sellers? gclsrc=aw.ds&gad_source=1&gad_campaignid=20261457779&gbraid=0AAAAADhEcnlKZ_lWvatHMvcWQMNZJnMu&gclid=EAIaIQobChMIlYLzrIKBkQMVvZpQBh2lNzt3EAAYASAAEgKJdPD_BwE[accessed 18 Nov 2025] https://www.kikocosmetics.com/en-gb/ [accessed 18 Nov 2025] https://uk.glossier.com/collections/all?

utm_source=google&utm_medium=cpc&utm_campaign=%7B%7Bcampaign.name%7D%7D&utm_content=brand&utm_term=%7Bglossier%7D&gad_source=1&gad_campaignid=170731 5808&gbraid=0AAAAADk7FTOXeWj2jzsCB61JQer3IHYIl&gclid=EAIaIQobChMItbPqx4KBkQMVaZlQBh2zCQneEAAYASAAEgI7vvD_BwE[accessed 18 Nov 2025] https://www.rarebeauty.com [accessed 18 Nov 2025] https://milkmakeup.com/?srsltid=AfmBOooHKsJDLufRIATCbY1HDTmz6fs2aoZneuVa-GJ-jJLxMB8V94Ct[accessed 18 Nov 2025] https://fentybeauty.com/en-gg [accessed 18 Nov 2025] https://www.charlottetilbury.com/uk?

gclsrc=aw.ds&&nst=0&gad_source=1&gad_campaignid=10884100957&gbraid=0AAAAADiVjzAsTxyEF5xdS6gEQX9u1HCBa&gclid=EAIaIQobChMIsKPY54OBkQMVq5NQBh0hGjVoEAA YASAAEgL3FvD_BwE[accessed 18 Nov 2025]

Figure 33: Rosie HALL. 2025. Glossier London Flagship Store [photograph]

Figure 34: Ella WARD. 2025. Selfie [screenshot] Available at: https://www.instagram.com/ellaxward_?igsh=MTNiOWhoc2tuZ201Nw== [accessed 18 Nov 2025]

Figure 35: Sally Rea GILLESPIE. 2025. Outfit Check [screenshot] Available at: https://www.instagram.com/sallyreagillespie?igsh=bzE1YWNuZHd6aHRw [accessed 18 Nov 2025]

Figure 36: Rosie HALL, 2025. Moodboard for campaign. [Moodboard] All images available at: https://pin.it/7xu3e4BF6 [accessed 24 Oct 2025]

Figure 37: Lola MANSELL. 2025. Olivia Dean [photograph] Available at: https://www.vogue.com/article/olivia-dean-the-art-of-loving-interview [accessed 18 Nov 2025]

Figure 38: Daisy CARTER. 2025. Olivia Dean [photograph] Available at: https://diymag.com/news/olivia-dean-time [accessed 18 Nov 2025]

Figure 39: Lola MANSELL. 2025. Olivia Dean [photograph] Available at: https://www.wonderlandmagazine.com/2025/09/26/olivia-dean-the-art-of-loving-album-review/ [accessed 18 Nov 2025]

Figure 40: CHAT GPT. 2025. Prompt by the author: ‘Create visual mock ups of key campaign activations such as social media posts, billboards and posters, include the hashtag #GlossyLightsLondonNightsʼ [AI generated image] Available at: https://chatgpt.com/share/6922fd43-c5fc-800e-8663-99d7e94b81d4 [accessed 4 Nov 2025]

Figure 41: IMAGE FX. 2025. Prompt by the author: ‘ create a storyboard of the glossy lights London nights campaign, with a highlight of womenʼs empowermentʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 18 Nov 2025]

Figure 42: IMAGE FX. 2025 Prompt by the author: ‘create a mockup of pink light beams coming from a helicopter that says ‘glossy things are comingʼ over Covent gardenʼ [AI generated video] Available at: https://labs.google/fx/tools/image-fx[accessed 18 Nov 2025]

Figure 43: IMAGE FX. 2025. Prompt by the author: ‘a photo of women writing affirmation notes and pinning the to a pink wall with the glossier logo onʼ [AI generated video] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

F I G U R E L I S T

Figure 44: IMAGE FX. 2025. Prompt by the author: ‘a photo of a snowglobe stage sponsored by glossier in the middle of Covent gardenʼ [AI generated video] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 45: IMAGE FX. 2025. Prompt by the author: ‘a Birds Eye view of a simple pink and white map of Covent Garden , include the glossier flagship store, coffee van, Photo Booth and snow globe stageʼ [AI generated image] Available at https://labs.google/fx/tools/image-fx [accessed 20 Nov 2025]

Figure 46: IMAGE FX. 2025. Prompt by the author: ‘a photo of a snowglobe stage sponsored by glossier in the middle of Covent Garden show the photobooth and coffee vanʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx[accessed 19 Nov 2025]

Figure 47: IMAGE FX. 2025. Prompt by the author: ‘someone holding their photobooth strip from the glossier photobooth in front of the pink glossier photoboothʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx[accessed 19 Nov 2025]

Figure 48: CHAT GPT. 2025. Prompt by the author: ‘create ‘glow tokensʼ which are 3D, matte, pink and white and have glow wall, photobooth, attend a set and coffee van, each written on a different token with an icon to match.ʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 20 Nov 2025]

Figure 49: IMAGE FX. 2025. Prompt by the author: ‘a pink photobooth with Christmas decorations and glossier decals, sponsored by glossier, with glossy lights london nights written on itʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 50: CHAT GPT. 2025. Prompt by the author: ‘create ‘glow tokensʼ which are 3D, matte, pink and white and have glow wall, photobooth, attend a set and coffee van, each written on a different token with an icon to match.ʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 20 Nov 2025]

Figure 51: IMAGE FX. 2025. Prompt by the author: ‘a pink wall with pink notes that have positive affirmations written on them in a wall in the glossier storeʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 52: CHAT GPT. 2025. Prompt by the author: ‘Create a visual mockup of a winter wonderland themed concert stage, in the shape of a snow globe, sponsored by Glossier with Olivia dean headlining, make it as realistic as possible and make it landscapeʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 16 Nov 2025]

Figure 53: CHAT GPT. 2025. Prompt by the author: ‘create ‘glow tokensʼ which are 3D, matte, pink and white and have glow wall, photobooth, attend a set and coffee van, each written on a different token with an icon to match.ʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 20 Nov 2025]

Figure 54: IMAGE FX. 2025. Prompt by the author: ‘a Christmas themed glossier pink coffee van in Covent Garden ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 55: CHAT GPT. 2025. Prompt by the author: ‘create ‘glow tokensʼ which are 3D, matte, pink and white and have glow wall, photobooth, attend a set and coffee van, each written on a different token with an icon to match.ʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 20 Nov 2025]

Figure 56: CHAT GPT. 2025. Prompt by the author: ‘create a visual mockup of a pink hot chocolate in a pink glossier branded takeaway cup.ʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 20 Oct 2025]

F I G U R E L I S T

Figure 57: Rosie HALL. 2025. Mockup of Glossierʼs website during the campaign. [screen recording]

Figure 58: Rosie HALL. 2025. Mockup of October Email. [image]

Figure 59: Rosie HALL. 2025. Mockup of November Email [image]

Figure 60: Rosie HALL. 2025. Mockup of December Email [image]

Figure 61: IMAGE FX. 2025. Prompt by the author: ‘a display of ‘Oliviaʼs favouritesʼ inside the glossier flagship store, with Christmas decorations.ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 62: IMAGE FX. 2025. Prompt by the author: ‘a mockup of ‘Oliviaʼs favouritesʼ edit in a pink gift box, have the lid off showing the products and the affirmation card from Olivia herselfʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 21 Nov 2025]

Figure 63: MICROSOFT COPILOT. 2025. Prompt by the author: ‘a affirmation card with a positive womenʼs empowerment message on it from Olivia herself, add the glossier logo to it and make it pinkʼʼ [AI generated image] Available at:https://copilot.microsoft.com/chats/36VkqWernRbYxyrgPPaJn [accessed 19 Nov 2025]

Figure 64: IMAGE FX. 2025. Prompt by the author: ‘a pink wall with pink notes that have positive affirmations written on them in a wall in the glossier storeʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 65: IMAGE FX. 2025. Prompt by the author: ‘a mockup of ‘Oliviaʼs favouritesʼ edit in a pink gift box, have the lid off showing the products and the affirmation card from Olivia herselfʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 21 Nov 2025]

Figure 66: IMAGE FX. 2025. Prompt by the author: ‘different women of different backgrounds and ethnicities, in a square nex t to each other with ‘girls who glowʼ and glossiers logo on topʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 23 Nov 2025]

Figure 67: IMAGE FX. 2025. Prompt by the author: ‘a group of girls in Covent Garden outside the glossier flagship store taking a selfie.ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 20 Nov 2025]

Figure 68: IMAGE FX. 2025. Prompt by the author: ‘a pink poster, which says ‘glossier, Olivia Dean ,girls who glow at Christmasʼ on it, add Christmas elements ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 21 Nov 2025]

Figure 69: CHAT GPT. 2025. Prompt by the author: ‘Create a visual mockup of a winter wonderland themed concert stage, in the shape of a snow globe, sponsored by Glossier with Olivia dean headlining, make it as realistic as possible and make it landscapeʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-907 7-c8b5170299d8 [accessed 16 Nov 2025]

Figure 70: CHAT GPT. 2025. Prompt by the author: ‘create a concert poster with Olivia dean as the headliner for a girls fest concert in Covent Garden, supporting acts are joy crookes, arlo parks, nao, Rachel chinouriri and sienna spiro. Include set times for each actʼ [AI generated image] Available at: https://chatgpt.com/share/6923397e-2f90-800e-9077c8b5170299d8 [accessed 16 Nov 2025]

F I G U R E L I S T

Figure 71: IMAGE FX. 2025. Prompt by the author: ‘a photo of a snowglobe stage sponsored by glossier in the middle of Covent gardenʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 19 Nov 2025]

Figure 72: IMAGE FX. 2025. Prompt by the author: ‘someone holding their photobooth strip from the glossier photobooth in front of the pink glossier photoboothʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx[accessed 19 Nov 2025]

Figure 73: Rosie HALL. 2025. Mockup of UGC competition on a mockup glossier website. [screenshot]

Figure 73: Glossier. 2025. Glossier Covent Garden Flagship Store at Christmas [Instagram Reel] Available at: https://www.instagram.com/glossier?igsh=YWxybTg2eHlodmdq [accessed 22 Nov 2025]

Figure 74: IMAGE FX. 2025. Prompt by the author: ‘a group of girls in Covent Garden outside the glossier flagship store taking a selfie.ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 20 Nov 2025]

Figure 75: IMAGE FX. 2025. Prompt by the author: ‘someone opening their ‘Oliviaʼs favouritesʼ gift set in the pink glossier storeʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 20 Nov 2025]

Figure 76: IMAGE FX. 2025. Prompt by the author: ‘a group of girls in Covent Garden outside the glossier flagship store taking a selfie.ʼ [AI generated image] Available at: https://labs.google/fx/tools/image-fx [accessed 20 Nov 2025]