Glossier Instagram Campaign: Final Content

Introduction

This Instagram campaign for Glossier embodies our core brand philosophy of “beauty simplified” while creating meaningful emotional connections with our audience. Each post in this three-part series addresses a distinct aspect of Glossier’s value proposition—simplicity, versatility, and clean ingredients—while maintaining a cohesive narrative that reinforces our commitment to transparent, community-focused beauty.

These posts have been strategically designed to align with our content plan’s primary emotional gut checks, particularly “Your morning routine shouldn’t require a chemistry degree or a YouTube tutorial” and “Clean ingredients shouldn’t be luxury add-ons—they should be the standard.” The sequence progresses naturally from the emotional relief of simplified routines to the practical versatility of our products, culminating in our ethical commitment to clean ingredients.

Each post targets different audience segments identified in our content strategy: beauty novices seeking simplification, authentic self-expressers looking for versatile products, and conscious beauty advocates who prioritize clean ingredients. Together, they tell a complete story of what makes Glossier unique in the beauty landscape while driving meaningful engagement through emotionally resonant content.

Post 1: Morning Routine Simplicity

Image Description

A dynamic micro-video (formatted as a Boomerang) capturing a diverse model with dewy, fresh skin applying Glossier’s Balm Dotcom to their lips in a simple, light-filled bathroom. The camera angle shifts slightly to reveal the model’s gentle smile in the mirror, creating a moment of authentic self-appreciation. The background features a thoughtfully curated collection of just three Glossier products (Milky Jelly Cleanser, Priming Moisturizer, and Balm Dotcom) arranged on a minimalist white shelf with a small potted succulent adding an unexpected touch of green. Morning light streams through a small window, casting a soft glow that highlights the model’s natural skin texture and the signature Glossier pink packaging. The overall composition conveys effortless simplicity with an intimate, lived-in quality that feels like a genuine glimpse into someone’s personal space rather than a staged product shot.

Caption

Morning routines should feel like self-care, not a science experiment ✨ Your bathroom shelf doesn’t need a chemistry degree to get the job done. Three products, five minutes, one very happy face. 💕 What’s your simplest beauty step that makes the biggest difference?

Hashtag Strategy

#SkinFirst #GlossierIRL #MorningRoutine #MinimalistBeauty #SelfCareSimplified #CleanBeauty #GlossierCommunity

Post 2: Product Versatility

Image Description

A three-slide carousel showcasing Cloud Paint’s versatility on the same person. Slide 1: A close-up of fingertips applying Cloud Paint to cheeks with a natural, diffused application technique, capturing the moment the product blends seamlessly into skin. Slide 2: The same person applying the identical shade to their lips, creating a monochromatic look that appears effortlessly coordinated. Slide 3: A slightly pulled-back shot showing the complete look—the person smiling with a relaxed, confident expression that highlights how the single product creates a natural, cohesive appearance. Throughout all slides, natural lighting illuminates the subject against a textured white wall with subtle shadows, keeping the focus on the authentic application technique while adding visual depth. The model’s expression conveys genuine delight in the simplicity of using one product multiple ways, embodying Glossier’s philosophy that beauty should be intuitive and enjoyable rather than complicated.

Caption

One product, endless possibilities ✨ We love seeing how Cloud Paint isn’t just for cheeks—it’s your go-to for that natural flush that looks like you, just more you. The best part? No brushes, no precision, no rules. 💕 How do you use yours? (And yes, we’re taking notes for future shades!)

Hashtag Strategy

#GlossierCloudPaint #MultipurposeMakeup #NoMakeupMakeup #BeautySimplified #GlossierCommunity #FlushOfColor #MinimalistBeauty

Post 3: Clean Ingredients

Image Description

A thoughtfully composed image showing a Glossier team member in our lab carefully examining natural ingredients alongside our finished products. In the foreground, her hands hold a jar of Priming Moisturizer while nearby sits a cutting board with fresh aloe leaves, demonstrating the connection between raw ingredients and final formulation. The background reveals a clean, bright workspace with small batches of other Glossier products paired with their natural ingredient inspirations: Solution beside natural fruit extracts, and Balm Dotcom near raw shea butter. Small handwritten notes connect each product to its natural ingredient with simple phrases like “hydration heroes” and “gentle exfoliation.” The lighting is bright and natural, casting soft shadows across the light pink workspace surface. The composition balances professional expertise with approachable transparency, showing the human care that goes into our ingredient selection while maintaining Glossier’s signature aesthetic through thoughtful color coordination and minimalist arrangement.

Caption

Clean ingredients shouldn’t be a luxury add-on—they should be the standard. 💕 We’ve always believed what goes into our products matters as much as what we leave out. Your skin deserves nothing less. What ingredient do you look for first when checking a product label? (We’re curious what matters most to you!)

Hashtag Strategy

#CleanBeauty #EthicalBeauty #SkinFirst #TransparentBeauty #CleanIngredients #SustainableBeauty #GlossierFormulation

Campaign Implementation Notes

Posting Schedule

For optimal engagement, schedule these posts 2-3 days apart during Glossier’s historical high-engagement windows (weekday evenings and Sunday mornings). The recommended sequence follows the natural customer journey:

Post 1 (Morning Routine Simplicity): Introduces the emotional relief of simplified beauty
Post 2 (Product Versatility): Demonstrates practical application and versatility
Post 3 (Clean Ingredients): Reinforces the ethical values behind our products

Engagement Strategy

Each post includes a specific question designed to generate authentic comments. The social team should actively respond to comments within the first 3 hours after posting to boost algorithm performance and strengthen community connection.

Visual Cohesion

While each post offers a different format (Boomerang, carousel, and single image), they maintain visual consistency through Glossier’s signature color palette, natural lighting, and minimalist composition. This creates a recognizable campaign aesthetic while providing visual variety in the feed.