Iconic: Glossier Branding

I. Love. Glossier.

My obsession began a few years ago after their Instagram ads began stopping me in my tracks. While other makeup brands used tons of product and Photoshop to make women look like human Barbies, Glossier featured naturally beautiful women who used the brand's makeup to enhance their beautiful features while embracing their flaws. It was different... I liked it.  I eventually joined their cult-like following and have since incorporated their products into 80% of my daily beauty routine!

Glossier's branding is ICONIC and I feel a lot of brands draw inspiration from Glossier's compelling imagery. Although their products are super affordable, their art direction makes their line look high end!  How do they do it!?

I've broken it down into the 5 reoccurring themes that I've noticed and loved.

Simplicity

Glossier's images focuses in on its subject and while complementing it modestly as to not take away any attention. As a result, images are clean, intentional, and remarkably eye-catching.

Texture

The bubbles and water droplets are so vivid that I feel like I'm in a fresh, clean shower.  The gritty texture of the lip glosses flaunts their esteemed shimmer.  Close up shots of their model's faces show that Glossier means business- their products will give you that "no-makeup-makeup" look... Even under a microscope! The close up shimmer of their 'Solution' bottle shows off one of their many carefully crafted product packages.

Action

Glossier shows motion in their images which draws in attention. The spray feels fresh. The drip looks decadent.  The pump captures the thrill of a quick and mundane action.

Gloss

With a name like GLOSSier, they definitely couldn't leave out the gloss. The glossy lips, eyes, and necklace are all enhanced with a small light burst to show off that glossy shine. Cheeks are glowing and skin is dewy. Glossier does a great job flaunting the shine, sparkle, and glow.