Glossier, Inc.’s Post

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?