Role
UX/UI Designer
Type
Personal Project
Duration
Mar - May 2020
Glossier believes that online marketing is the most effective and inclusive way to reach out to consumers
today.
Better yet, Glossier's very little offline presence makes them seem scarcer and more valuable. Their goal is
to
"build the future beauty company where everything [they] make start with [their consumers]" (glossier.com).
With these values, five years after launching, Glossier raised its company valuation to $1.2 billion as of
2019.
Currently, the website serves one purpose: an online shop for the brand. However, for a brand that's
predominantly online, the online shop shouldn’t be the only feature on their main and only website.
Better yet, the website is very bland and basic that when people who don’t know
anything about Glossier visits the website, they may
question the credibility of this brand.
The redesign of the Glossier website will create an all-in-one experience for old and new
consumers alike.
Glossier's online and offline presence will be unified under one space that is not only visually appealing
but also informative and engaging.
Glossier's "cult following" was mainly established through Instagram but it wasn't just social media
marketing that contributed
to their success. Their beautiful retail stores played a big part in captivating the hearts of their
audience. Therefore, the Glossier
website needs to be in the same calibre as their retail stores.
The redesign should be attractive, dynamic, and engaging.
The new website
will introduce design elements specific to the retail
stores with a more dynamic layout, as well as Instagram posts from real consumers and blog posts from the
company's blog, Into the
Gloss, incorporated to increase viewership and revisits to the website.
Their main competitors such as Milk Makeup or Drunk Elephant may not have the same level of online following, but instead they are far more accessible offline through wholesale stores, which are located globally. This is an aspect that Glossier lacks in and they need go beyond their current online shop website to cover this disadvantage.
Interviewee: Eunice Lim / 23 / Female / Recent Grad
Q. Are you familiar with my subject? What is your impression of it?
A. I know of glossier, but I’ve never used their products.
Q. How do you know of glossier?
A. It always shows up on my Instagram feed and Facebook page
Q. How would you describe its marketing proposition?
A. I guess they’re really good at marketing considering I always see them on Instagram and I also see
sponsored ads on Facebook
Q. What is your impression on the website?
A. The website looks really dull like... there isn’t much to it. If I were to go on the website
without knowing about the brand,I don’t think I would trust this brand? because there isn’t much on
it, it makes the brand seem less established
Q. What’s your impression on the retail stores?
A. Their retail stores look very extravagant but not in a bad way, and I think I’d go in even if I
didn’t know the brand
Glossier's New York showroom generates more sales revenue per sq ft than the average Apple store
They are getting plenty social media coverage thanks to innovative and interactive installations
"Experience" is at the forefront of their retail stores
Their popularity shows that experience means everything to the modern-shopper
1st Iteration
The first iteration needed to be more dynamic to have distinguishable results
from the original
design.
With this in mind, I tried playing around with the positioning of the images on the second
iteration to make the layout more engaging and interesting to scroll through.
2nd Iteration
Color Palette
Style Tile
