Through my Master’s program, I completed a curriculum focused on marketing, public relations, and branding. Applying the skills I gained in these courses, I dedicated several projects over the two-year program to rebranding and developing campaigns for Glossier.

These projects sparked my passion for the beauty industry. By studying Glossier’s brand and its success as an industry leader, I gained insight into what it takes to build a brand that resonates with consumers.

One of my key projects involved designing and presenting a marketing campaign and newsletter for Glossier, using the brand’s existing guidelines. The campaign, titled “Finding Your Youthful Glow With Glossier,” targeted the 35–55 age demographic. Its goal was to demonstrate that Glossier products are for everyone, not just Gen Z, through the tagline: “You don’t have to be young to be youthful.”

Using my knowledge of demographic research and integrated marketing communications, I identified this audience as an ideal segment to expand Glossier’s reach. The campaign aimed to connect with consumers who value high-quality, luxury-style products at a more accessible price point, opening new opportunities for the brand beyond its traditional audience.

In addition to the campaign, the project also mock website redesign to align with the new demographic focus. The redesign aimed to visually reflect a more inclusive, mature brand identity, while maintaining Glossier’s signature aesthetic.

Though this project was purely academic, it provided valuable insight into the key elements of campaign strategy. I gained a deeper understanding of the importance of clear, consistent, and integrated messaging across all platforms to ensure a cohesive brand experience.