Glossier
Beauty & Skincare
Beauty education, product storytelling, UGC, Reels, and community engagement.
Objective
Position everyday skincare as an approachable routine rather than a complicated ritual, so that new followers understand what each product is for before they ever see a price.
Audience
Women and men aged 18–32 in urban areas who buy beauty products online, follow routine-led creators, and research a product on social before purchasing.
Strategy
Lead with education-first Reels that answer one question per video, support them with carousels that break routines into steps, and use community-sourced content to prove results in real conditions. Product mentions always sit inside a use case, never as a standalone advert.
- 12 educational Reels scripts and covers
- 8 step-by-step routine carousels
- Weekly Story sequences with polls and Q&A
- UGC repost framework and caption templates
Content
Content designed across formats — feed posts, carousels, Reels covers and Story sequences — shown in realistic layouts.
Dewy, not shiny
glossier The difference is technique, not price.
Feed post
Carousel · 1/5
Your evening routine, in order
- 01Educate
- 02Show
- 03Community
Carousel
Reel3 layers, 60 seconds
glossier
Your routine doesn't need 9 steps. Start here.
Reel cover
glossier
What's your skin type?
Story
Content Pillars
Educate
Skin concerns, ingredients and how to layer products.
Show
Routine demonstrations shot in natural, unfiltered light.
Community
UGC, replies and audience routines featured weekly.
Brand
Values, formulation choices and behind-the-scenes.
Convert
Bundles, restocks and set-based product discovery.
Campaign Concept
Skin First, Makeup Second
A four-week Reels and carousel series that rebuilds a viewer's routine one step at a time, ending with a saveable routine card designed to be shared into DMs.
Performance Framework
No results are invented for a concept project. These are the metrics that would be tracked weekly to judge whether the strategy is working and what to adjust.
Reach
How many unique accounts the content is served to.
Engagement Rate
Interactions measured against reach, per format.
Saves
Signal that content carries reference or utility value.
Shares
Signal that content is worth passing on socially.
Profile Visits
Interest moving from feed to brand profile.
Website Clicks
Traffic leaving social toward owned destinations.
Follower Growth
Net audience change relative to content output.
Conversions
Tracked actions such as sign-ups, enquiries or purchases.
