Glossier is known for its minimalist, skin-first beauty approach, focusing on natural looks. That’s why their new Black Cherry Collection marketing campaign took VALLEY by surprise.
Glossier’s marketing has long been a key part of its identity, blending effortlessly cool with inclusivity through pop-ups and simple Instagram posts. But with the Black Cherry launch, the brand took things to the next level.
More Than Just a Pop-Up
Glossier took their pop-ups to the Mall of America with interactive experiences to help get eyes on their new Black Cherry launch. They made sure each element was visually appealing and covered from head to toe with their new color, a rich, bold black cherry.
Guests could capture shareable moments in a color-coordinated photo booth to make sure every snap felt like part of being in Glossier’s world. Customers could then visit giant red vending machines to purchase Glossier’s fan-favorite products and take their new products to the custom stations to personalize them with cute charms. This thoughtful addition made a unique keepsake for every guest.
An Experience Beyond the Product
This launch didn’t end at the pop-ups; Glossier gave their followers on Instagram a sneak peek into the collection. They partnered with influencers to show off their products with vibrant PR packages and created buzz-worthy content that extended the life of the campaign.
The experience engaged all senses, from the cherry-red visuals to hands-on customization. Guests could see, touch and engage with Glossier in ways that were beyond just buying a product. These special touches made this launch both memorable and shareable.
The brand also hosted an exclusive “Supper Club” event in New York City. Glossier matched each guest with a family impacted by the recent wildfires in Los Angeles and donated $1,000 in the guest’s honor to aid in the family’s restoration. This act of kindness was a wonderful fit with the brand’s values of caring and community. The Supper Club combined experience with purpose, making it memorable. This experience was also immersive, from cherry-red graphics to hands-on personalization.
The Bigger Picture
Creating strong emotional brand connections and using engaging marketing tactics are two goals of experiential marketing beyond simply making sales. Glossier’s Black Cherry launch was successful because it delivered something entertaining, engaging and memorable while being true to their brand character, something more brands should pay attention to.
Our Favorites
VALLEY loved Glossier’s new launch, and here are some top picks:
Will you be checking out the Black Cherry Collection? Let @VALLEYmag know on X!
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