COPYWRITING, STRATEGY

Glossier is a community-centric, brand of beauty essentials. I joined the team as a full-time freelancer from January - August 2019 to work on the launch of their sub make-up line, Glossier Play, where I had the chance to develop the internal messaging, taglines, and TOV style guide. Following launch, I supported the copy team with day-to-day tasks across all platforms including social, email, digital, product, stores, and internal style guides.

What

Glossier Play Manifesto:

“We believe makeup is a choice, the part of your routine that should always be fun. Glossier Play was created to bring the joy back into getting ready.

Inspired by movement and fueled by irreverence, we created the beauty extras to dial-up your look whenever and however you want.”

We started with Colorslide technogel eye pencil, Vinylic Lip high shine lacquer, Glitter Gelée multigrade paillettes, and Niteshine highlighter concentrate. And as Glossier Play grows, we’re looking forward to bringing more—more colors, more textures, more ways to express yourself.

So try something new, add something extra. You don’t need a reason to Play.”

PDP copy examples:

More brow for your brow.

Your brows are already great (you know that). But maybe you want more. More definition, more color, more brow in places you think deserve more brow. This is why we made Brow Flick. Brow Flick is a brush-tip detailing pen that fills in brows with featherlight strokes that actually look natural. Use it to define the arch, extend the tail, or add depth to sparse areas. Finding your match is easy: Brow Flick comes in three sheer, water-resistant shades—Blond, Brown, and Black. Follow up with Boy Brow (in the matching color, or Clear for just hold) to groom and set brows into place. The look? The fluffiest, polished, most natural-looking Glossier brow ever.

How to use:

Start with clean skin—a fresh surface makes it easier to use Brow Flick. Holding the pen at a downwards angle, start where you brows are more sparse and etch lightly anywhere you’d like added dimension or definition. Leave to dry for 15 secs or more. Brush up with Boy Brow to groom and hold.

Brow Flick + Boy Brow Duo PDP

The full Glossier brow.

The Glossier brow: face-framing, fluffy, full, and always natural-looking. You know it, you love it, now it’s time for more. Boy Brow, meet Brow Flick. Start with Brow Flick, the detailing pen that adds dimension anywhere your brows feel sparse, need defining or simply want more brow. In three sheer shades--Blond, Brown, and Black--the brush-tip creates featherlight strokes that actually look natural. Follow up with Boy Brow’s creamy, conditioning formula (in the matching color, or Clear for just hold) to thicken, fill, shape, and groom brows into place. And there you have it: the full Glossier brow.

How to use:

Start with clean skin—a fresh surface makes it easier to use Brow Flick. Holding the pen at a downwards angle, start where you brows are more sparse and etch lightly anywhere you’d like added dimension or definition. Leave to dry for 15 secs or more. Brush up with Boy Brow to groom and hold.