Why Partnering Up with Olivia Rodrigo was the Best Decision Glossier Ever Made

Image Courtesy: Glossier

Glossier is known for its natural, “no-makeup makeup” approach to beauty. The brand’s commitment to promoting a fresh look, letting one’s skin shine through, has not only garnered them immense popularity but also cultivated a dedicated and loyal customer base. Their effective advertising efforts continue to create a powerful brand image with the addition of a collaboration with singer-songwriter and fashion-beauty icon, Olivia Rodrigo. Let's take a look at what made the partnership so successful in terms of sales and reputation effects.

Rodrigo as a Leader of Gen Z

Rodrigo is a highly influential figure among Gen Z, which primarily consists of trend-conscious consumers, making her a perfect fit for Glossier’s target audience.

In early 2022, Glossier acknowledged the singer’s widespread appeal by launching an advertising campaign to showcase their No. 1 Eyeliner Pencil and other existing products, which were available as a set called “Olivia’s Favorites.” The brand also introduced a limited-edition collection inspired by the star's preferences later that year. The collection, packaged in a custom bag matching her signature purple hue, seamlessly blended Glossier's brand identity with Rodrigo's. By attaching such an influential face to the brand, Glossier significantly amplified its reach and impact, creating a powerful synergy between its products and Rodrigo’s image. Now, not only did Glossier enthusiasts eagerly anticipate the launch, but so did fans of Rodrigo.

Image Courtesy: Glossier

Image Courtesy: Glossier

Authenticity’s Role in an Ad Campaign

Audiences often notice when a partnership is forced, making for ineffective advertising, which is why creating an authentic relationship with a partner is extremely important in an ad campaign. Rodrigo’s relationship with Glossier began in early 2021, with the 19-year-old wearing their beauty products on several red carpets and in Vogue’s Beauty Secrets series. Rodrigo’s genuine appreciation for Glossier, stemming from her years as a dedicated fan and natural makeup style, makes her a fitting ambassador for the brand. 

The Influence of Social Media

Both Glossier and Rodrigo have a significant social media presence, allowing them to cross-promote media on each of their profiles and reach an expansive audience. For this collaboration, Glossier created a series of posts, including a YouTube video titled “Get Ready With Me: feat. Olivia Rodrigo,” where she demonstrates her makeup routine using products from her exclusive Glossier collection. The video garnered over 2.3 million views on YouTube alone, which is approximately 12 times more views than the average video on Glossier's channel receives. Additionally, Rodrigo shared images of her using the products on Instagram—showcasing her love for the line of cosmetics—generating excitement among her 30 million followers, who are likely to trust and emulate her beauty choices.

Image Courtesy: Olivia Rodrigo

Interactive Experiences and Exclusive Offerings

Glossier promoted the exclusive collection with a sense of urgency, driving sales and brand engagement up. The makeup collection included a one-time-only Ultralip shade and a special-edition purple eyeshadow tin, both inspired by elements of Rodrigo’s signature look. Because the special collection was only available for a limited time, customers and fans rushed to get their hands on their bundles. In addition, Glossier’s store in LA held a meet-and-greet with Rodrigo herself, offering the first 100 people in line a chance to meet the star and receive an autographed makeup bag. This chance of a lifetime creates a sense of excitement (especially in a major city such as LA), urging more customers to visit the store.

Image Courtesy: Olivia Rodrigo

Image Courtesy: @ortourupdates

Glossier told Vogue that their shared goal with Rodrigo was to “challenge the notion of what a ‘typical’ celebrity beauty partnership looks like in a really fun and personal way.” The diverse strategies utilized by the beauty brand and superstar resulted in an effective campaign that not only reached a broad audience, but also helped them both to maintain a distinct image. Instead of merely appearing in a sequence of advertisements, Rodrigo became a true Glossier girl, expressing that the beauty brand is more than just makeup, it is a philosophy.

Grace Pisciotta