When I stepped into Glossier, I knew it was primed for breakout growth, and implemented key initiatives to kickstart the brand back into cultural relevance.

Washington D.C Store Opening

Glossier’s return to the east coast was something to celebrate - and we did, with a robust influencer & press preview day, unique merchandise and local partnerships to earn our credibility in the D.C scene. The aviation-inspired decor drove our narrative across everything we did, peaking the city’s interest. Opening day lines were out the door and around the corner.

Glossier You

When a TikTok video on Glossier You Perfume started trending, I quickly mobilized a team to capitalize on the opportunity. We shifted our media focus for the month to Glossier You, updated our website to feature Glossier You front & center, created an ‘As seen on TikTok’ email, seeded the product at the WNBA All-star game, and landed press stories about the perfume’s virality in top publications. Sales skyrocketed.

No.1 Pencil Eyeliner

With the launch of our new eyeliner, we knew we needed to shake things up. So, we worked with Youtube on a first-to-market opportunity to be the first brand to participate in Youtube Shoppable Shorts - a new short feature that allows you to shop right from their new short-form video product. We pre-launched our eyeliner through influencer Shoppable Short videos challenges, building hype, press and banking content for the big launch. The launch was bigger than we ever expected.

Results

• Glossier D.C Store Opening: Surpassed day 1 sales goals by +123%, making this the most successful grand opening in brand history.

• Glossier You: The reactive marketing campaign led to a 500% increase in daily Glossier You sales, becoming the lead selling product for the month, lifting AOV and beating forecast for the first time in 2022.

• No. 1 Pencil Eyeliner: Beat 30 day sales goal in ten days, proving pre-launch buzz drove trial at global launch.