Overview Memo
TO: Professor Hedding
FROM: Isabella Tisdale
DATE: May 12, 2026
SUBJECT: GLOSSIER YOU CAMPAIGN
This project develops a nostalgia-based campaign that reconnects consumers with Glossier’s beginnings and their younger years. The campaign focuses on the origins of Glossier with blog posts on intothegloss.com and on social media. By combining the two, the campaign will reinforce brand authenticity while reconnecting with older customers. At Glossier, we have had the privilege of serving a variety of audiences throughout the years. From young teens to older millennials, we have seen a lot of our publics grow up and go through life with us. Reconnecting and reinforcing brand trust and authenticity with our publics who have been with us since our start in 2014 is a new way to tap into our market.
The primary communication goal is to re-engage millennial audiences who were once Glossier’s main public with the brand in a more mature way. A secondary goal is to attract new customers by showing our authentic beginnings and pushing for self-confidence. These goals make sense because our target audience is responsive to storytelling and brand authenticity. In a beauty market that is so saturated, reconnecting with Glossier’s mission of being yourself and extending it to people of all ages is what will set the brand apart. By focusing on nostalgia and self-confidence, the campaign aligns with audience expectations while strengthening brand authenticity.
The campaign uses two main tactics: a blog post on intothegloss.com and a social media campaign posted across Glossier’s media channels. The blog post builds on the campaign's nostalgia by connecting with millennials who have been with Glossier since its start. It reinforces the key messaging of community and empowerment through media. This empowerment addresses our audience's needs by connecting to their “fun” teen roots with makeup while addressing concerns about aging skin and its impacts. The Call to action encourages the audience to re-engage with Glossier not only on the fiscal level but also on the emotional level.
The social media campaign will extend this strategy through nostalgic visuals, music, and lingo. Throwback posts and reels inspired by time periods in the 2010’s will increase engagement with Glossier on social media. A focus on beauty throughout the years, with Glossier being a constant, ties interests in both aesthetics and trends. The series shows that Glossier does not chase trends; it makes timeless, simple makeup that anyone will look beautiful in.
This campaign successfully uses a variety of different media to draw on the nostalgia of young professionals while also maintaining a consistent brand tone. Through creative and diverse TikToks, visually appealing media catches the eye of customers. The blog post on intothegloss.com not only gives more information on our products, but also draws back to our roots. Overall, this campaign is meant to empower women who are going through life changes to know that they are always themselves, or Glossier You.
