Glossier Research Project

This was a semester long project I did for an advertising research class. The goal was to identify a problem that a real brand is experiencing. For this project, I chose to research Glossier engagement over the years. I conducted qualitative research examining Gen Z's declining engagement with Glossier and the factors influencing their cultural relevance. I developed research questions, created an interview guide, and conducted six interviews with Gen Z college students to understand their perceptions, expectations, and experiences with Glossier. I analyzed the data to identify key themes related to social media visibility, influencer marketing, product innovation, consumer trust, pricing, and brand responsiveness. Based on these findings, I developed strategic recommendations for Glossier that focused on rebuilding their brand. Below is my final presentation and report.
Read my full report here: