Glossier Content Plan

Brand Essence Summary

Glossier began as a beauty blog (Into The Gloss) in 2010 before evolving into a beauty brand built on the belief that “beauty isn’t built in a boardroom—it happens when you’re a part of the process.” The brand revolutionized the beauty industry with its commitment to transparency, honesty, and community involvement.

Glossier’s minimalist aesthetic—characterized by its signature soft pink and white color palette—reflects its simplified approach to beauty products that are high-quality yet accessible. This distinctive visual language creates immediate brand recognition across all touch-points, from product packaging to retail environments to digital platforms.

The brand stands out through its clean beauty approach, ethical production practices (including cruelty-free testing and select vegan products), and commitment to sustainability through minimal packaging and responsible business practices. Glossier has successfully expanded beyond cosmetics into lifestyle products like hoodies, mugs, and even collector’s cookie cutters, further strengthening its connection with its community and transforming customers into passionate brand advocates.

Primary Emotional Gut Checks

1. “The beauty industry thrives on your insecurities—we’re here to end that game” Emotional trigger: Liberation and righteous alignment This gut check directly challenges conventional beauty industry tactics, creating an immediate sense of relief and alignment with a brand that rejects manipulation in favor of authenticity.

2. “Your morning routine shouldn’t require a chemistry degree or a YouTube tutorial” Emotional trigger: Relief from complexity and validation This creates an immediate feeling of relief for those overwhelmed by complex beauty routines, validating the desire for simplicity without sacrificing quality.

3. “That ‘no-makeup’ glow? It should actually feel like wearing no makeup” Emotional trigger: Authenticity and comfort This gut check triggers the emotional satisfaction of products that deliver on their promises, addressing the frustration of supposedly lightweight products that still feel heavy or unnatural.

4. “We don’t just listen to our community—we built a brand because of them” Emotional trigger: Belonging and co-creation This creates a powerful sense of ownership and inclusion, transforming customers from passive consumers to active participants in the Glossier story.

5. “Clean ingredients shouldn’t be luxury add-ons—they should be the baseline” Emotional trigger: Ethical reassurance and empowerment This gut check triggers both relief that Glossier provides accessible clean beauty and righteous alignment with the brand’s ethical stance on ingredient safety and sustainability.

Target Audience Segments & Emotional Triggers

1. The Minimalist Essentialist

Profile: Values quality over quantity, seeks simplified routines, appreciates thoughtful design Primary Emotional Triggers:

• Relief from decision fatigue and overwhelming product choices
• Satisfaction in curating only what truly enhances their life
• Pride in making conscious consumption choices Content Approach: Focus on the emotional benefits of simplification, highlight multi-use products, and emphasize quality ingredients with before/after content showing realistic results

2. The Conscious Beauty Advocate

Profile: Prioritizes clean ingredients, ethical production, and sustainable practices Primary Emotional Triggers:

• Reassurance about product safety and environmental impact
• Alignment with personal values on sustainability and ethics
• Empowerment through making informed choices that reflect their principles Content Approach: Emphasize transparency in ingredients, showcase ethical production stories, and highlight the emotional satisfaction of values-aligned beauty choices with specific sustainability metrics

3. The Authentic Self-Expresser

Profile: Rejects conventional beauty standards, uses beauty as self-expression rather than correction Primary Emotional Triggers:

• Validation of natural beauty in all its forms
• Freedom from restrictive beauty “rules” and expectations
• Joy in playful self-expression without judgment Content Approach: Showcase diverse, natural beauty, emphasize enhancement over concealment, and celebrate individuality through user-generated content featuring real customers

4. The Community Connector

Profile: Values shared experiences, recommendations from peers, and being part of a movement Primary Emotional Triggers:

• Belonging to something larger than themselves
• Trust in crowd-sourced wisdom over traditional marketing
• Excitement in shared discoveries and collective experiences Content Approach: Highlight community stories, feature user-generated content, and create opportunities for audience participation through interactive content formats

5. The Beauty Novice

Profile: New to skincare/makeup routines, potentially overwhelmed by industry complexity, seeking accessible entry points Primary Emotional Triggers:

• Relief from confusion and intimidation
• Confidence in making smart beauty choices without expertise
• Satisfaction in mastering simple techniques with visible results Content Approach: Create educational content that demystifies beauty basics, offer simple starter routines, and provide reassurance that beauty should be approachable and enjoyable rather than complicated

Brand Voice Guidelines

Tone Attributes with Examples

• Conversational & Approachable: Like talking to a knowledgeable friend, not an industry expert Example: “We’ve all been there—standing in front of the mirror wondering if we’re doing this right. Spoiler: if it feels good on your skin, you’re doing it right.” Not: “Our clinically-tested formula delivers optimal hydration to the epidermal layer.”

• Transparent & Honest: Clear about benefits without exaggeration Example: “Will this serum completely transform your skin overnight? No. Will it make your skin feel more balanced and happy with consistent use? Absolutely.” Not: “Revolutionary formula erases all signs of aging and transforms skin instantly!”

• Inclusive & Warm: Welcoming language that never alienates Example: “Beauty routines look different for everyone—whether you’re a 3-step minimalist or a 12-step enthusiast, we’re here for it.” Not: “For those serious about skincare, this advanced regimen is essential.”

• Minimalist & Purposeful: Every word serves a purpose, avoiding unnecessary complexity Example: “Skin first. Makeup second. Smile always.” Not: “Our extensively researched proprietary blend of botanical extracts works synergistically to enhance your natural beauty through a complex but effective process.”

• Quietly Confident: Assured without being boastful Example: “We took three years to perfect this formula. Not because we love waiting, but because getting it right matters.” Not: “The best cleanser ever created. Period.”

Language Patterns

• Use first-person plural (“we”) to reinforce community Example: “We created this because we needed it ourselves.”

• Employ second-person (“you”) to create direct connection Example: “Your skin has good days and bad days. This helps with both.”

• Keep sentences concise and easily digestible Example: “Simple ingredients. Thoughtful formulas. Real results.”

• Avoid industry jargon unless explaining it Example: “Hyaluronic acid sounds intense, but it’s actually just a super-hydrator that your skin naturally produces. Think of it as a drink of water for your face.”

• Incorporate gentle questions that invite reflection Example: “What if your skincare routine actually felt like self-care, not another chore?”

Platform-Specific Voice Adaptations

• Instagram: Most conversational and emoji-friendly, emphasizing community and visual storytelling Example: “That glow ✨ isn’t filter—it’s Future-dew (and yes, we’re obsessed too)”

• Email: Slightly more informative while maintaining warmth, like a note from a friend Example: “Just wanted to let you know—that serum you loved is back in stock (we made sure to make extra this time)”

• Website: Balances information with emotional connection, providing clear details without losing the human touch Example: “Balm Dotcom is a universal skin salve that’s packed with antioxidants and natural emollients to nourish and repair dry, chafed skin. Use it everywhere—lips, cuticles, elbows, wherever—for instant hydration that lasts.”

• TikTok: Most playful and trend-aware, embracing authenticity and in-the-moment content Example: “POV: You just discovered you can use Cloud Paint on both cheeks AND lips #GameChanger”

Do’s and Don’ts

Do:

• Speak to the emotional benefits of simplicity Example: “Less time deciding between products means more time actually living your life.”

• Acknowledge beauty as personal and subjective Example: “The best highlight is the one that makes you feel something when you catch your reflection.”

• Use inclusive language that welcomes all Example: “Skin is skin—we make products that work for everyone.”

• Share authentic stories and experiences Example: “This formula was born from our community’s feedback—hundreds of real conversations about what your skin actually needs.”

• Maintain a balance of aspiration and accessibility Example: “Everyday beauty that feels special, without requiring a special occasion.”

Don’t:

• Use language that creates insecurity Avoid: “Hide your imperfections” or “Fix your flaws”

• Over-promise or exaggerate product benefits Avoid: “This will completely transform your skin” or “Erases all signs of aging”

• Adopt a tone that feels exclusive or elitist Avoid: “For those who know better” or “The sophisticated choice”

• Use complex terminology without explanation Avoid: Unexplained references to “peptide complexes” or “proprietary technologies”

• Lose the human element in technical descriptions Avoid: Clinical language that sounds like it was written by a robot, not a person

60-Day Content Calendar

Month 1: “Beauty Simplified”

Week 1: “Skin First, Everything Else Second”

Primary Emotional Hook: Liberation from beauty standards

Email: Subject Line: “The 2-minute routine that changed everything” Content Focus: Introduce the emotional freedom that comes with Glossier’s simplified approach to skincare, highlighting how less time on complex routines means more time living life confidently.

Instagram Post: Close-up of diverse skin types in natural morning light with minimal Glossier products Caption: “Morning light + Glossier skin = No filter needed. What’s your simplest beauty step that makes the biggest difference? #SkinFirst”

TikTok Video: “Day vs. Night Routine: Glossier Edition” Content: Quick, relatable comparison showing how simple both routines can be, emphasizing quality over quantity

Blog Post: “The Science of Simplicity: Why Less Is Actually More for Your Skin” Content: Accessible breakdown of how over-complicating skincare can disrupt skin’s natural functions, with scientific explanation of how Glossier’s minimalist formulations support skin health

Week 2: “Community Favorites Revealed”

Primary Emotional Hook: Belonging and trusted recommendations

Email: Subject Line: “The products our community can’t stop talking about” Content Focus: Feature top products based on community feedback, creating the emotional satisfaction of making choices validated by peers rather than marketing.

Instagram Story Series: “Community Favorites: Unfiltered Reviews” Content: Sequence of authentic user testimonials with permission to share real customers’ experiences in their own words

Instagram Post: Flat lay of top 5 community-favorite products Caption: “The Glossier Five—as chosen by you, not us. These are the products you’ve collectively purchased over 1 million times. Community-approved is our favorite kind of award. #GlossierCommunity”

YouTube Video: “Glossier Community Favorites: See Them In Action” Content: Split-screen demonstrations of diverse community members using their favorite products, showing versatility across skin tones and types

Week 3: “Clean Beauty Demystified”

Primary Emotional Hook: Ethical reassurance and empowerment

Email: Subject Line: “What we include matters as much as what we don’t” Content Focus: Transparent breakdown of Glossier’s ingredient philosophy, triggering relief about product safety and pride in making ethical choices.

Instagram Post: Behind-the-scenes look at ingredient sourcing Caption: “We visit every ingredient source personally—because what goes into our products matters as much as what we leave out. This shea butter comes from a women-owned cooperative in Ghana that we’ve partnered with since 2018. #CleanBeauty #EthicalSourcing”

Blog Post: “Our Sustainability Journey: The Good, The Challenges, and Our Commitments” Content: Honest assessment of Glossier’s sustainability efforts, including successes, areas for improvement, and specific goals for reducing environmental impact

Instagram Story Quiz: “Clean Beauty Myths vs. Facts” Content: Interactive quiz that educates followers about clean beauty standards while dispelling common misconceptions

Week 4: “Your Beauty Stories”

Primary Emotional Hook: Validation and community connection

Email: Subject Line: “How you’re rewriting beauty rules with Glossier” Content Focus: Showcase real customer stories and photos, creating emotional resonance through representation and shared experiences.

Instagram Post: User-submitted content featuring diverse Glossier users Caption: “Your skin. Your rules. Your Glossier. This is @user’s Glossier story: ‘I stopped covering my acne scars and started treating my skin with kindness instead. Best decision ever.’ #GlossierIRL”

TikTok Series: “Glossier Routines IRL” Content: Community-submitted videos showing real-life, unfiltered Glossier routines in different environments (tiny apartments, travel, on-the-go)

Pinterest Board: “Glossier Spaces” Content: Collection of user-submitted photos showing personal spaces where people use Glossier, from bathroom shelves to travel kits

Month 2: “Beauty Beyond Products”

Week 5: “The Science Behind Simplicity”

Primary Emotional Hook: Trust through transparency and understanding

Email: Subject Line: “Simple isn’t simplistic—the science that powers your favorites” Content Focus: Accessible breakdown of the scientific principles behind Glossier’s formulations, creating trust through education.

Instagram Carousel: “Ingredient Spotlight: Hyaluronic Acid” Content: Visual explanation of how this key ingredient works, why Glossier uses it, and the visible benefits it provides

Blog Post: “Formulation Diaries: How We Created Future-dew” Content: Behind-the-scenes look at the development process, including formulation challenges, testing phases, and scientific principles

YouTube Video: “Ask a Glossier Formulator” Content: Q&A with one of Glossier’s product developers answering common questions about ingredients, formulation philosophy, and product development

Week 6: “Self-Care, Not Self-Correction”

Primary Emotional Hook: Liberation and self-acceptance

Email: Subject Line: “Beauty rituals that celebrate rather than ‘fix’ you” Content Focus: Reframing beauty routines as moments of self-connection rather than problem-solving, with emphasis on emotional wellbeing.

Instagram Post: Peaceful image of someone applying Glossier skincare Caption: “Minutes to yourself aren’t luxury—they’re necessity. Your skincare routine is about more than products—it’s permission to pause. #SelfCareNotSelfCorrection”

Podcast Episode: “Beauty Rituals as Radical Self-Acceptance” Content: Conversation with psychologists and community members about the emotional impact of beauty routines and how they can foster self-connection

Pinterest Board: “Glossier Moments” Content: Collection of serene, mindful moments featuring Glossier products as part of self-care rituals

Week 7: “Sustainable Beauty Inside and Out”

Primary Emotional Hook: Ethical alignment and environmental responsibility

Email: Subject Line: “Small changes, big impact—our sustainability journey” Content Focus: Transparent look at Glossier’s sustainability initiatives, packaging choices, and future commitments.

Instagram Post: Close-up of Glossier’s minimal packaging Caption: “Our packaging philosophy is simple: less is more. We’ve reduced plastic use by 35% since 2019, and we’re just getting started. #SustainableBeauty”

Blog Post: “Sustainability Report: Our Progress and Promises” Content: Detailed breakdown of Glossier’s environmental impact, current initiatives, and specific goals for the future

Instagram Live: “Sustainability Q&A with Our Product Team” Content: Interactive session where team members answer community questions about sustainability efforts and challenges

Week 8: “Beauty For Everyone”

Primary Emotional Hook: Inclusion and accessibility

Email: Subject Line: “Beauty shouldn’t have barriers—how we’re making Glossier for everyone” Content Focus: Highlight Glossier’s commitment to accessibility in products, price points, and inclusive representation.

Instagram Carousel: “Glossier Across Skin Tones” Content: Same products shown on diverse skin tones with specific information about how each works for different skin needs

Blog Post: “Accessibility in Beauty: Our Journey and Commitment” Content: Honest discussion of how Glossier is working to make beauty more accessible, including product design, price points, and inclusive marketing

YouTube Tutorial: “Glossier for Beginners” Content: Approachable guide for beauty novices showing simple techniques and product applications with emphasis on ease and confidence-building

Content Themes for Ongoing Development

1. Beauty as Self-Care, Not Obligation

Explore the emotional shift from beauty as requirement to beauty as personal ritual and moment of self-connection.

Example Content:

• Interview series with customers about their personal beauty rituals and emotional significance
• Mindful beauty tutorials that emphasize the sensory experience and emotional benefits
• “Permission Slip” campaign giving people explicit permission to define beauty on their own terms

2. Community as Beauty Authority

Highlight how Glossier elevates real people’s experiences over traditional beauty authorities, creating emotional trust through collective wisdom.

Example Content:

• Regular “Community Favorites” features across platforms
• User-generated content series showing diverse applications and results
• “Glossier in Real Life” documentation of how products perform in everyday situations

3. Simplicity as Luxury

Frame minimalism not as deprivation but as the ultimate luxury—the emotional freedom from excess and complexity.

Example Content:

• “Decluttered Beauty” series showing the emotional benefits of simplified routines
• Comparison content showing Glossier’s multipurpose products replacing multiple specialized items
• Testimonials focusing on the time and mental energy saved through simplification

4. Transparent Beauty Journey

Share the ongoing evolution of products and practices, creating emotional investment in the brand’s growth and improvements.

Example Content:

• Regular sustainability updates with specific metrics and goals
• Behind-the-scenes content about product development and testing
• Honest discussions about challenges and how community feedback shapes solutions

5. Inclusive Beauty Conversations

Facilitate discussions about beauty across diverse experiences, generating emotional connection through representation and understanding.

Example Content:

• Panel discussions featuring diverse perspectives on beauty standards and experiences
• Educational content about how products work for different skin tones, types, and concerns
• User stories highlighting unique beauty journeys and relationship with Glossier

6. Science-Backed Simplicity

Demonstrate how Glossier’s minimalist approach is grounded in scientific understanding of skin health and effective formulations.

Example Content:

• “Skincare Science Simplified” series explaining complex concepts in accessible language
• Ingredient spotlights connecting scientific benefits to real-life results
• Expert interviews with dermatologists and formulators about the benefits of minimalist approaches

Measurement & Refinement

Key Emotional Response Indicators

• Sentiment Analysis Metrics:
  • Track emotional language in comments across platforms (categorized by primary emotions: joy, trust, surprise, etc.)
  • Monitor shifts in sentiment before and after campaign launches
  • Analyze emotional language differences between audience segments
• Engagement Depth Metrics:
  • Time spent with content (which emotional narratives create deeper engagement)
  • Completion rates for video/audio content with different emotional hooks
  • Scroll depth on longer-form content with emotional storytelling
• Community Participation Metrics:
  • Volume and quality of user-generated content submissions
  • Participation rates in interactive content (quizzes, polls, challenges)
  • Community response to calls for feedback or co-creation opportunities
• Conversion Pattern Analysis:
  • Track which emotional gut checks drive highest click-through rates
  • Analyze conversion paths that begin with emotionally-driven content
  • Compare retention rates for customers acquired through different emotional hooks
• Emotional Gut Check KPIs:
  1. Liberation from beauty standards: Measure through sentiment analysis of comments expressing relief or freedom
  2. Simplicity and time-saving: Track engagement with content featuring minimalist routines
  3. Community belonging: Monitor participation rates and user-generated content volume
  4. Ethical alignment: Analyze response to sustainability content and values-based messaging
  5. Education and empowerment: Measure completion rates of educational content and subsequent product exploration

Refinement Process

1. Weekly Content Performance Review:
   • Analyze which content pieces generated strongest emotional responses
   • Identify patterns in high-performing emotional hooks across channels
   • Make tactical adjustments to upcoming content based on findings
2. Monthly Emotional Response Analysis:
   • Deep-dive into which emotional gut checks are resonating most strongly
   • Compare performance across audience segments to identify emotional preference patterns
   • Refine content calendar to emphasize highest-impact emotional approaches
3. Quarterly Community Feedback Collection:
   • Conduct structured surveys about emotional connection to different content themes
   • Host community feedback sessions to gather qualitative insights on emotional resonance
   • Create feedback loops that directly inform content strategy refinement
4. Ongoing A/B Testing Program:
   • Test variations of emotional hooks within each content theme
   • Compare performance of different storytelling approaches and narrative structures
   • Experiment with various content formats to determine optimal delivery for emotional messages
5. Bi-Annual Strategy Recalibration:
   • Comprehensive review of emotional response data across all channels
   • Evaluation of how emotional content strategy is supporting broader business objectives
   • Strategic adjustments to core emotional gut checks and content themes based on evolving audience needs

Implementation Guide for Content Creators

Getting Started with the Glossier Voice

1. Begin with the Emotional Gut Check:
   • For any content piece, identify which of the five primary emotional gut checks you’re addressing
   • Craft your headline or opening to immediately trigger this emotional response
   • Example: For a post about Balm Dotcom, connect to “Your morning routine shouldn’t require a chemistry degree” by emphasizing its multi-purpose simplicity
2. Apply the Glossier Tone Framework:
   • Review your draft against the five tone attributes (conversational, transparent, inclusive, minimalist, quietly confident)
   • Check for industry jargon or complex terminology and replace with accessible alternatives
   • Ensure your content feels like a conversation with a knowledgeable friend
3. Incorporate Visual Guidelines:
   • Maintain the signature soft pink and white color palette in all visual content
   • Embrace natural lighting, minimal editing, and authentic representation
   • Ensure product is shown in real-life contexts rather than overly stylized settings
4. Connect to Content Themes:
   • Link your specific content piece to one of the six ongoing content themes
   • Use the example content under each theme as inspiration for your approach
   • Ensure your content builds upon existing theme narratives for consistency

Quick Reference: Content Creation Checklist

• ✓ Identified primary emotional gut check and audience segment
• ✓ Crafted attention-grabbing headline/opening that creates immediate emotional response
• ✓ Applied Glossier’s tone attributes consistently throughout
• ✓ Included specific examples or stories that make concepts tangible
• ✓ Connected to broader content themes for narrative consistency
• ✓ Incorporated appropriate visual elements that reflect Glossier’s aesthetic
• ✓ Created clear next steps or calls-to-action that maintain emotional consistency
• ✓ Reviewed for accessibility and inclusivity in language and representation

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This content plan is designed to authentically connect with Glossier’s audience through emotional storytelling that aligns with the brand’s core values of transparency, community, and simplified beauty. By implementing this strategy, Glossier will strengthen its distinctive position in the beauty market while creating meaningful emotional touchpoints throughout the customer journey.