brendbuk sanzhelika

LOGO & WORDMARK

We have a wordmark and a logo which we use in all our marketing
material. They can be used together on a larger packaging or
separately on smaller items.

SIZE

Depending on the use, the size of the logo may need to be reduced
and it should remain proportional and maintain legibility. Here is
the minimum size for digital and print:

15 px 1,3 мм

83 px 7 мм

154 px 13 мм

118 px 10 мм

SUBLOGO

We have a Sub logo that we use on our Couture Gel Vernis
line only.

LACA

SIZE

Depending on the use, the size of the logo may need to be reduced
and it should remain proportional and maintain legibility. Here is
the minimum size for digital and print:

LACA LACA34px2,9 мм

94 px 8 мм

LOGO & WORDMARK DOS AND DON’TS

Do keep the logo clear Don’t crop the logo. Don’t stretch or
and proportional. squash the logo.

Don’t fill transparent Don’t rotate the logo. Don’t apply shadows.
areas.

FONT

DINPro is the primary font which represents the simplicity
of our brand. Make sure you use DINPro font to keep all the

marketing material unified.

ABCDEFGHIJKLMOPQRSTUVWXYZ DINPro Regular we use for body text
abcdefghijklmnopqrstuvwxyz on all brand communications.
123456789
DINPro Bold we use for headlines on
ABCDEFGHIJKLMOPQRSTUVWXYZ all brand communications.
abcdefghijklmnopqrstuvwxyz
123456789

The Fragile font we use for headlines in Web
and print Marketing Materials .

We usually use a low case letters in big size
for this font

WORDMARK DOS & DONT’S

SANGÉLICA SANGELICA SANGÉLICA

Do keep the font style and the Don’t write without an Accent Don’t change the font
Proportion of the wordmark É - Alt 0201
É - Alt 0261

SANGÉLICA SANGÉLICA Sangélica

Don’t stretch or squash Don’t change the spacing Don’t change the letter
the letters. between the letters. case.

SUBLOGO DOS & DONT’S

LACA LACA LACA

Do keep the font style and the Don’t keep space between the Don’t change the font

Proportion of the wordmark letters, use tracking (-10) and

metrics kerning

LACA LACA Laca

Don’t stretch or squash Don’t change the spacing Don’t change the letter

the letters. between the letters. case.

PACKAGING TYPOGRAPHY GUIDE

We always use lowercase on packaging product name: DINPro -
(except for the wordmark). Regular
We align text left.
All the product info is in black. product descriptor: DINPro
* Alternatively, if suitable, product name - Bold
can be in a different colour.

size (fl oz/ml):
DINPro - Regular

ФОТО ПРОДУКЦИИ



COLOURS

705 C pale pink from the Pantone palette is our signature colour which we use throughout
all marketing material. We compose it with white to create clean minimalistic (and
Instagrammable) aesthetics.

RGB: 245 218 223
HEX/HTML: F5DADF
CMYK: 0 11 3 0

PAN T O N E®

705 C

LOGO&WORDMARK COLOUR
VARIATIONS

The colours of both, the logo and the wordmark, can be
occasionally changed. Black or pink colour we apply on

white background and white colour on signature pink
background.

* Please contact our Licencing Manager if you want
to apply different colour than suggested below.

SANGÉLICA SANGÉLICA

SANGÉLICAPACKAGING COLOUR GUIDE

White is the base colour for every SANGÉLICA
packaging. It can stay clean with the logo and product
information (a) or paired with our signature pink (b) or
the actual colour of a product (c).
Alternatively, jars or bottles can be transparent.

SANGÉLICA

ФОТО РАЗНОЙ ПРОДУКЦИИ

Тут нужно разбираться. А нас Pantone эти?
В любом случае нужно знать как они будут
печататься. Пантонами или их аналогами CMYK?

Additionally, some other pastel colours can be used for
the packaging. These are examples of pastels used in the

past. Feel free to use them or take them as a hint when
picking next colours in the future (if any doubts, contact our

Licencing Manager):

PANTONE® PANTONE® PANTONE® PANTONE® PANTONE®

517 U P 52-1 U 100 C P 130-1 U 290 CP

We used shades of red as well:

PANTONE® PANTONE®

P 57-7 C P 60-16 C

IMAGE GUIDELINES

Both products and models should be
photographed on the simple off white or pastel
background.
The background colour should be similar to
the colour of the packaging to complement the
product.
The photoshoot should be in a studio with the
front lighting.

ФОТО ПРОДУКЦИИ

Models:

Full face and/or close ups focused on the area where
the product was used should be captured.

Our makeup products should be presented on four
models with different skin colours, from light to very

dark.

Models should preferably have bare shoulders or wear
simple tops to keep the clean natural look.

ФОТО МОДЕЛЕЙ

TONE OF VOICE ?

We speak to our customers directly in a
causal, engaging and non-judgemental voice
mixed with tongue-in-cheek humour.
Talk to them like you were talking to your best
friends (cause that’s who Glossier users are to
us).

Тут будет что-то?
разворот с голосом

STORE REQUIREMENTS

We currently have a brick-and-mortar showroom in
NYC (123 Lafayette St., Penthouse). We also host pop-
ups worldwide to provide our customers with a real
experience.

White and pink is our signature combo - utilise this to
maintain the SANGÉLICA aeathetic.
Fresh-cut flowers should be placed around the store.
Products should be arranged in a linear format for a
clean look.
Glossier images should be hanging on the walls.
Candles and music can be additionally used for
multisensory in-store experience.

? Staff (aka ‘editors’):

Our staff wear pastel pink SANGÉLICA
jumpsuits which should be paired with

white sneakers.

We approach our customers in a friendly
helpful way.

Интерьер и работники

PRODUCTS

ФОТО ПРОДУКЦИИ



ABOUT

We make skincare, makeup, bodycare, and fragrance
optimized for real life, inspired by people who use them.
As glowy, dewy skin is synonymous with Glossier, our
products are invented to bring out one’s best, before
reaching for makeup. Then makeup becomes the fun
part, not the fix-as it should be.

ИНФОРМАЦИЯ ПРО ФИРМУ И ФОТО



CATEGORIES & BESTSELLERS
HIGHLIGHT

SKINCARE

Generation G Generation G Generation G Generation G

MAKEUP

Generation G Generation G Generation G Generation G

КАТЕГОРИИ (ФОТО+ОПИСНИЯ)

BODY Full product offer is available on
our website.

FRAGRANCE

SHIPPING PACKAGING GUIDE

Each purhcase comes in our bubble-wrap pink pouch.
*A sheet of Glossier stickers should be joined to every
order to personalise a packaging (or to stick it anywhere
else).

УПАКОВКА

For a bigger order, pack it to our
Glossier box and seal it with our

custom tape.

TARGET MARKET

Each purhcase comes in our bubble-wrap pink pouch.
*A sheet of Glossier stickers should be joined to every
order to personalise a packaging (or to stick it anywhere
else).

ЦЕЛЕВОЙ РЫНОК



We created Glossier with Millennial women in mind who
are willing to take ownership of their beauty routine and
feel good in their own skin.
They don’t want to cover themselves behind the makeup
but to use it as a tool to boost their natural glow.
They’re social media active and enjoy treating
themselves - whether it’s travelling or simply a bubble
bath.

ЦЕЛЕВОЙ РЫНОК





COMMUNICATION GUIDELINES
ПРАВИЛА ОБЩЕНИЯ

Most of our communications happen online. We are
digital focused as that’s the space our customers are
constantly present in.
We have direct and personalised brand-to-consumer
approach to make the customer experience as personal
as possible

ПРАВИЛА ОБЩЕНИЯ

САЙТ WEBSITE

Glossier webiste is our e-commerce platform. It also
contains a comment section where we get regular
feedback on our products.

SOCIAL MEDIA

Social media is key for Glossier to build relationships, communicate
and share what inspires us. We don’t use it as a one-way promotional
tool - we use it to start two-way conversations with our customers
because that’s how we know what they need and what to do next.
Most of our content is user-generated as we believe they are the most
powerful marketers by using word-of-mouth.

СОЦИАЛЬНЫЕ МЕДИА

User-generated content Morning routine ‘Get ready with
Inspirational images Product me’ series Product tutorials

pushes

Theme boards (‘Glossier
Pink’, ‘Beauty How-Tos’,

‘ITGTopShelfie’ etc.)

Product promotion Live make-
up tutorials Into The Gloss
redirection

Retweets from users
Brand and publication

reviews

EMAILS

ЕМЕЙЛ

We even make emails! This way we send updates
on things customers want to know about, including
launches, products and events (or just funny messages as
reminders about Glossier).

FREE STUFF

We also have free stuff for subscribers (for the ultimate
Glossier lifestyle).

Remember to upload weekly wallpapers and new Spotify
Mixtapes.

БЕСПЛАТНЫЕ ВЕЩИ



SUSTAINABILITY

All of our products are intentionally
curated and produced. They are also
cruelty-free.

Besides, our pink pouch is reusable (and very fashionable, which makes it a double win). Here are the
examples of how our customers have used it so far:

CONTACT

Emily Weiss
CEO

[email protected]
.Michael Harper
Digital Director

[email protected]
_Nick Axelrod

Editorial Director [email protected]