Data Mining | Questionnaire Design | Brand Storytelling
Glossier built its name on minimal, skincare-first beauty, winning over millennial women. However, as the ‘clean girl aesthetic’ rose among Gen Z, competitors introduced similar products, making Glossier less distinct. To help reclaim its edge, my partner and I designed a questionnaire to gather insights, leading to an advertising campaign that repositions Glossier as must-have brand in four relatable occasions.
Questionnaire Design
To uncover how young consumers perceive Glossier, I designed a questionnaire targeting individuals aged 18-30 who invest in skincare. The survey explored Glossier’s brand differentiation, consumer expectations, and purchasing barriers.
Data Intelligence & Storytelling
After digging through the data, we found four strong points that stood out. From there, we concluded that Glossier can boost its brand by leaning into its unique “socially conscious” image. We pitched an ad campaign for 18-30-year-olds to show how Glossier fits into their everyday lives, blending personal style with social awareness.
