Glossier, Inc.

Do we have enough of cherries yet? Glossier, Inc. keeps delivering more cherry-inspired cuteness. The Balm Dotcom pop-up continues to travel (last weekend it was in Austin), and the queues are showing up for it everywhere it goes. As we are all loving how the brand has been activating the cherry aesthetic, here are some of the cute details I loved seeing. We often focus on the big ideas, but how you do anything is how you do everything. The smallest touches sometimes can make the biggest impression. What do we think? #marketing #socialmedia #strategy

This is how brands are winning in social media: Memorable creative experiences. Take Glossier, Inc., and the release of their Black Cherry collection 🍒 They used artistry and food to create a vivid sensory experience. You can almost taste the images… For the launch, Glossier painted the town cherry red. → They took to the US, holding their first-ever Supper Club in NYC. Every last detail was thought out to perfection. The car. The lighting. The license place. The flower arrangements. The oversized cherry props. The real cherries - everywhere! They’re winning with art, immersion, creative direction and emotion. But wait, it gets better… Glossier made a $1000 donation in the name of each guest to families impacted by the LA wildfires. Altogether, they donated $32K in relief funding, along with ongoing product donations. A brand that is truly driven by purpose 👏 → For their UK launch, Glossier held a memorable event in London. They took the campaign’s slogan ‘Just Bitten’ quite literally 🍒 Collaborating with an influential cooking creator and chef, Xanthe Ross, they created a unique dining experience. This product launch was focused on interaction and engagement: Guests cooking together ✔️ A cherry-themed breakfast ✔️ Cherry fruit stand to ‘pick’ fav products ✔️ Glossier are winning with artistry. ‘Show, don’t tell’ comes to mind. So, what can we learn from the Black Cherry campaign? • Make your audience feel something they haven’t already. • Use purpose-driven marketing that tells a story. • Get creative with props, angles and edits. • Immerse people in a unique experience. • Always aim to build connection. The best campaigns are shareable and memorable. They rise above the noise on social media, capturing attention without feeling like ads. This is experiential marketing done right. Well done, Glossier! ❤️

Glossier’s Black Cherry Campaign: A Masterclass in 2025 Brand Strategy We’re barely 3 weeks into January, and Glossier’s Black Cherry campaign is already setting the tone for what’s shaping up to be the year of branded experiences, unconventional partnerships, and community evolution. But here’s the kicker: Glossier has always been about community. They were one of the first brands to truly build with their audience, not just for them. So what’s different this time? With the Black Cherry Diner pop-up, Glossier is levelling up. This isn’t just a campaign—it’s a cultural moment. They’ve integrated food (an emotionally charged, universally appealing medium) into beauty in a way that doesn’t feel gimmicky, but deeply intentional by bringing in a food creator to host this experience for them. A wink to their audience’s desire for multi-sensory, sharable experiences. This campaign hints at a bigger shift for 2025: it’s no longer enough to just build community—you have to surprise, delight, and stretch the boundaries of what community engagement looks like. Food x Beauty x Fashion: Is food becoming the next playground for beauty brands to tap into emotional connection and sensory storytelling? Pop-ups with purpose: Can pop-ups move from "Instagram bait" to experiences that solidify a brand’s cultural relevance? Evolving community-building: Glossier proves that community isn't static. How are brands going to push past "been there, done that" initiatives to keep surprising their audiences? This is why I think 2025 will be a year defined by branded experiences that truly resonate, unexpected cross-industry collaborations, and community building that goes deeper than surface-level loyalty. But here’s what I’m curious about: Does this level of experiential creativity belong only to brands like Glossier? Or is it the kind of playbook that others—smaller brands, less lifestyle-driven industries—can adopt in their own ways?

Glossier, Inc. Black Cherry Launch 🍒, London. To celebrate the release of Glossier’s latest Black Cherry Collection, Glossier partnered with influential cook and Supper Club Host, Xanthe Ross, to curate a cherry-themed breakfast spread inspired by the Black Cherry launch, whilst hosting a Shrub workshop.

Is this the best product launch strategy so far this year? 👀 The beauty industry is saturated, so how do you make real noise in a crowded market? Glossier, Inc.’s recent Black Cherry Collection launch offers a masterclass in breaking through the clutter with creativity, purpose, and community engagement. Here’s what marketers can take away... The Power of a Standout Detail: A cherry-shaped padlock? It’s unexpected, playful, and instantly iconic. These small, unconventional touches are what stick in people’s minds and get them talking. 🍒 💡 Incorporating unique, on-brand elements (that aren’t just about the product) can elevate your campaign and build cultural relevance. Align with Purpose: At their NYC Supper Club, Glossier paired each guest with families impacted by the LA wildfires, donating $1,000 in their name and raising $35k overall. The campaign wasn’t just about selling, it was about connecting. ✨ 💡 Purpose-driven marketing isn’t just a trend, it’s a way to create meaningful experiences that resonate deeply with your audience. Rethink the Pop-Up Experience: Glossier’s activation at the Mall of America was anything but basic. With a photo booth for customers to capture the moment and a customisable lip balm station, the experience was totally immersive and unique. 💋 💡 Experiential marketing works best when it’s interactive, shareable, and fun. It’s no longer about being there; it’s about being unforgettable. In 2025, brands that combine creativity, purpose, and experiential elements will dominate. Let us know your thoughts on this product launch campaign 💭

Glossier, Inc. Black Cherry Launch, London 🍒 To celebrate the release of their latest Black Cherry Collection, Glossier, Inc. hosted a cherry-themed breakfast and shrub making workshop with chef Xanthe Ross for invited influencers. The event boasted a cherry product fruit stand where guests could grab a punnet and 'pick' their favourite products, beautiful florals and food, and personal fun moments for guests to interact with each other. Glossier, Inc. successfully integrated a product launch into a memorable experience for the guests, and by default, their followers who were eagerly watching online! Agency: CGC

💄💋Spotted the Glossier, Inc. mobile-vending machine pop-up at the Mall of America yesterday. Folks were lined up 3 - 5 hours waiting for their chance to purchase the new Black Cherry Collection. Choose a charm to put on each balm and free pink pouch with a sample of Glossier You, cherry gummies, and a Cherry Pepsi. The photo booth gave you an opportunity to choose between 3 different themed digital frames. Did you go? What do you think? #popup #beauty #mallofamerica #glossier

A cherry-tinted dream for Glossier, Inc.'s black cherry launch. Loved producing this one with Leila Godfrey-Janni and Erinoula Kyrantonis. 🍒 Production & Styling: BYLG Florals: Flavia Studio Food & Workshop: Xanthe Ross Location: Stockwell Studios Thanks to: CGC

Entrepreneurship is core to the fabric of Columbia Business School, and this week we would like to give a special shoutout to our very own, Lydia Drakeford (c/o ‘26), who is making her mark in the beauty space. Before coming to CBS, Lydia began building her own personal brand and organization, Boardroom Beauty (@joinboardroombeauty on IG), a social enterprise focused on nurturing and empowering the next generation of talent in beauty. Last month she was tapped by Glossier, Inc. to lead a panel discussion with their 2024 grantees. Lydia, we are so impressed with the work you are doing in the community! Keep up the great work!✨

Glossier, Inc. just launched a new cherry family of products, and it comes with a cherry-shaped padlock… This made me pay attention because I’ve never seen any other beauty brand launch such an accessory. Today, it is all about doing something extra, and Glossier delivers just that. I love observing the beauty market because it is extremely competitive and saturated. A sprinkle of uniqueness can be the difference between success and failure. When launching a product, ask: Can we add something unconventional to the mix? How can we create something that no one has ever done before? Thoughts? #marketing #socialmediamarketing #marketing