Glossier | “Memories of You” Influencer Campaign*

This campaign concept was designed to reintroduce Glossier’s four “You” fragrances through creator storytelling. Instead of focusing on traditional fragrance descriptions, the idea was to center the campaign around memories and personal moments connected to scent.

Creators would share short stories about the memories each fragrance brings to mind, turning the product into something emotional and relatable rather than purely sensory. The goal was to help audiences imagine how each scent might feel in their own lives.

The Discovery Set was positioned as the easiest way for people to explore all four fragrances without committing to a full-size product, making the campaign both story-driven and conversion-focused.

Campaign Focus

• Developed a creator-led storytelling concept centered on scent and memory
• Positioned the Discovery Set as an accessible entry point to the fragrance line
• Designed content for short-form video platforms such as TikTok and Instagram
• Built the campaign around emotional storytelling rather than traditional product descriptions

Proposed Performance Goals

• Engagement rate: 6–8%

• Save rate: 4%+

• Video completion rate: 35%+

• CTR to Discovery Set: 1.5–2%

• Conversion rate: 3–4%