2
1.
The Artifact
Glossier is a company I have shopped with for a long time. I chose to analyze their most
popular product, a liquid blush called “cloud paint”, because it gained popularity very
quickly and has remained relevant despite recent fad culture. I love how simple and
aesthetic their branding is and wanted to take a deeper dive into the elements behind it.
2.
Elements and Parts
The design of the Glossier Cloud Paint tube is centered around a soft, moldable plastic.
Each shade of the product is printed with a block of color at the base of the tube that
matches the shade inside. The rest of the tube is a bright white, giving it a “clean”
aesthetic. These colorful blocks list the shade inside in modern, all-caps letters that are
slightly spaced apart for style purposes. The body of the tube also features the product
name in the same modern font, with an italicized description of the product in two lines
beneath it. The tube has a glossy matte finish and is topped with a screw-on lid to prevent
any leaks during storage.
3.
Artifact Research
Glossier is a clean beauty brand that has gained significant popularity in recent years.
Initially offering skincare and makeup products, they have recently expanded into
branded apparel, fragrance, and body care. Glossier has always had a “clean” aesthetic
and targets young adults and teens, implementing an emergent approach to their branding
to remain aligned with pop culture and remain relevant (Duffy and Page, 2021). Their
cute branding and commitment to sustainability makes them a popular and socially
conscious choice. Glossier’s Cloud Paint is a cruelty-free, liquid blush that is easily
buildable over makeup (“Cream Blush: Cloud Paint | Glossier”, 2024). Launched in 2017
during a shift from matte to cream products, Glossier’s Cloud Paint quickly gained
