My selected work focused on applying consumer behaviour to campaign decisions, developing The Glossary experience and mapping how each touchpoint could support product confidence, community participation and loyalty.
04Consumer psychology & campaign strategy
Fictional concept & pitch
The Glossary
A consumer psychology case study that developed practical ideas for loyalty, personalised discovery and experiential retail.
Official Glossier campaign imagery.Fictional campaign recommendations developed as a brand case study. Glossier was not involved in their development.
Project context
01 / The challenge
The project examined Glossier's existing marketing through consumer psychology, then asked for new tactics that felt credible for the brand and useful to the customer.
02 / The response
The final strategy proposed a three-tier loyalty programme, a personalised Build Your Routine tool and The Glossary, a multi-sensory pop-up structured around sight, scent, touch, personalisation and social sharing. Each recommendation addressed a specific behaviour, from reducing choice friction to strengthening belonging and repeat purchase.
My contribution
My role and contribution.
Developed as a collaborative consumer behaviour case study. This page presents the strategic and experiential sections that best represent my contribution.
A brand analysis and campaign tactics presentation connecting consumer psychology with loyalty, personalisation and experiential retail.
Consumer psychologyExperiential retailCampaign strategyResearchVisual presentation
Strategic rationale
Decisions behind the work.
Behavioural rationale
Self-concept, social proof and embodied cognition were connected to specific customer touchpoints and decisions.
Reduced purchase uncertainty
Testing, routine guidance and peer reassurance were used to make product choice feel easier and more informed.
Value for participation
Status, referrals and customer features rewarded community contribution alongside spend.
Project gallery
Selected campaign outputs.
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