During the summer of 2021, I conceived a social media campaign for Glossier, during the summer of 2021, a period marked by the challenges posed by COVID-19 and the makeup industry’s evolving landscape. This campaign aimed to connect with consumers during a period of restricted interaction and shifting industry dynamics.  

The core objectives of my project were rooted in spreading positivity, empowerment, and a dash of optimism in the midst of the pandemic. My goal was to foster a sense of community and inspire a healthier lifestyle as individuals embarked on their journey back to pre-pandemic routines.

Supported by research indicating that around 47% of Americans had received at least one dose of the COVID-19 vaccine (NBC News), it became evident that people were gradually reclaiming their pre-pandemic routines. This context laid the foundation for the campaign’s strategic direction.

Named “#MyNaturalComeback,” the campaign’s essence perfectly aligned with Glossier’s brand identity. Emphasizing natural beauty over concealing imperfections, the campaign aimed to celebrate the idea of bouncing back stronger and more vibrant than before.

To bring this concept to life, I meticulously crafted three distinct deliverables, tailored to resonate with Glossier’s diverse audience. Firstly, a series of captivating TikTok videos were designed to engage and inspire. Secondly, visually striking Instagram posts were created to announce upcoming events, fostering a sense of authenticity and connection. Lastly, an array of compelling Twitter tweets employed memes and polls to encapsulate the campaign’s core message.

Given the surge in social media usage during the pandemic, this medium served as the ideal conduit for the campaign’s circulation. Through the #MyNaturalComeback campaign, I sought to not only uplift spirits but also establish Glossier as a brand that stands by its community, even during challenging times.