A campaign I admire and believe Gntl could emulate is Glossier’s approach to building a loyal, engaged community. Glossier succeeded by leveraging community-driven feedback, simplifying the customer experience, and creating relatable, authentic content. They used their blog Into the Gloss to engage customers in meaningful conversations, which shaped the development of products like the Milky Jelly Cleanser. By involving their audience in the creation process and using real people rather than traditional models, Glossier built a strong brand identity focused on authenticity and inclusivity.

For Gntl, a similar strategy could work by creating a community around simplifying skincare routines and reducing overconsumption. Gntl could use social media platforms to educate followers about the benefits of multi-use skincare and involve customers in the development process, asking for feedback and ideas. Collaborating with influencers who advocate for minimalism and sustainability could further amplify the message. Additionally, creating engaging, educational content that shows the benefits of a simplified, sustainable routine could resonate with Gntl’s audience. Like Glossier, Gntl could leverage user-generated content to foster a sense of community and encourage customers to share their streamlined skincare routines using Gntl products.

To connect authentically with a broader audience on TikTok and Instagram Reels, I’d create content showcasing how Gntl simplifies skincare routines with multi-use products, focusing on sustainability and the effectiveness of fewer, cleaner ingredients. This would include relatable stories, before-and-after transformations, and quick skincare routines, all while highlighting Gntl’s eco-friendly, refillable packaging. I’d encourage user-generated content with challenges like “#SimplifyYourRoutine” to foster community and engage users, making Gntl’s message of healthier skin and reduced waste both accessible and appealing.

Syracuse University