Glossier Consulting Deliverable — “Stanley Gloss Cover Campaign”
Objective:
As brand consultant, I wanted to develop a creative strategy to help Glossier deepen its connection with Gen Z consumers through a culturally relevant product, without compromising Glossier’s core values of authenticity, minimal beauty, and lifestyle integration.
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Strategic Challenge
Glossier has strong brand equity among Millennials, but faces increasing competition for Gen Z attention from brands such as Rare Beauty and Rhode.
Gen Z prioritizes:
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Aesthetic utility: products that are functional [and] photogenic
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Cultural alignment: participation in viral trends (ex. Stanley cups, “clean girl” aesthetic, lip oils)
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Community-based loyalty: favoring brands that feel like friends, not corporations
2. Core Concept Developed: “Gloss Meets Hydration”
To bridge beauty and lifestyle, I introduced a concept merging:
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The Stanley Cup phenomenon (symbol of hydration culture, gym trends, self-care, #WaterTok)
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Glossier’s hero product category: lip glosses / Balm Dotcom
This resulted in the “Stanley Gloss Cover” – a product that frames the Glossier lip gloss as a lifestyle essential as a complement to a Stanley.
Not skincare vs. lifestyle, but BOTH, in one handheld cultural object.
Execution: What I Created as Consultant
Why This Works for Gen Z
✔ Familiar Icon Meets Beauty Routine:
By combining two cultural staples — a Stanley cup and lip gloss — the campaign speaks to everyday rituals Gen Z already romanticizes (hydration, wellness, soft-glam beauty).
✔ Enhances “Carry Culture”:
Gen Z curates what they carry in their bags and post in mirror selfies. The cover establishes lip gloss as a *collectible accessory*, not just a cosmetic.
✔ Social Media Native:
The concept is optimized for TikTok/Instagram — swipeable covers, dupe culture, GRWM, “What’s in my bag?”, and seasonal color drops.
Opportunities for Glossier (Next Steps)
This concept was built to anchor Glossier back into Gen Z culture by speaking their language, not through celebrity faces or heavy campaigns, but through creating a complement lifestyle object to the one they already carry, love, and post. The Stanley Gloss cover acts as a visual metaphor: effortless utility meets soft beauty. With minimal cost and high virality potential, this positions Glossier not just in cosmetics, but in daily ritual culture.
