This project started with researching the Glossier brand, style, and customers by studying their marketing campaigns and social media channels for three months. When thinking about the way Glossier markets their brand and what could be lacking, I noticed a need for a Glossier app. Not just viewing the website on the Safari app on your phone, but an actual interactive app specifically designed with Glossier customers in mind.
After tracking who likes and comments on Glossier posts on social media, I discovered the typical Glossier customer is most likely a younger female millennial or older Gen Z, often already interested in the beauty industry, and an early adopter of technology. When designing for this generation, it is important to understand how millennials and Gen Z shop and connect with brands. This demographic is more likely to become fans and followers of brands on social media than generations before them. Digital marketing is a key component to connect and build relationships with millennial and Gen Z consumers, and there is a real opportunity for digital marketing within the beauty industry.
The new Glossier app I designed was created to engage with consumers digitally and provide Glossier customers with more resources to know what products will work best for them. The app will include a better designed and more efficient way to shop on your phone or tablet, rather than just going to the mobile site. I included a shopping cart icon along the top right of the app so you can always easily check out. If you click on the navigation bar, you are directed to a list of different pages to interact with, whether you want to shop for skincare, or makeup, or visit the community page, there is something for everyone.
My app also includes a community page where customers can connect with other Glossier consumers, influencers, and industry experts. Research shows this target market is heavily swayed by influencers from Youtube, which is why I featured videos reviewing Glossier products from top content creators such as Jackie Aina. There is also a section where customers can chat with industry experts such as Glossier CEO, Emily Weiss. Glossier prides themselves in being a customer-driven company, with the needs of the consumer always being thought of first. This demographic is known to respond better to people, not brands and this gives the user a sense of a personal relationship to Glossier and its people.
Lastly in the community section, there is a page where consumers can chat with other Glossier customers about the products and tips and tricks. The chats are organized by interest. For example, here is a look at the skincare – dry skin group chat.
The app will also include quizzes to determine your skin type and any skin concerns, then tell you what Glossier skincare and makeup products will work for you. Quizzes are already featured on the Glossier site and are very popular, so I made sure to include them here. The app will also have a face recognition page. Users will take a picture of themselves on their smart phone within the app and utilize face recognition technology so the app can make skincare and makeup recommendations based on these factors.
