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case study in
neoliberalism
HOW NEOLIBERAL LOGIC
IDENTITY OF A CULT
BEAUTY GIANT
Glossier.
Makeup and skincare brand
established by Emily Weiss
in 2014
Amassed a cult following on
Instagram; 1.9m followers
and valued at $1.2 billion
Unconventional approach to
digital marketing and
distinct brand identity
(Wischhover, 2019)
The Glossier
brand identity
'No-makeup makeup look'
Minimalist design and
aesthetics that appeal to
millennials
Unconventional methods in
influencer marketing
Bringing the spotlight back
to the individual customer
We believe in efficacious
formulas, thoughtful design,
and enabling conversation
(which is where it all starts). We
don’t believe beauty is made in a
boardroom — it happens when
you get involved.
GLOSSIER
How does neoliberal
logic manifest in the
brand identity of
Glossier?
Methodology
Social semiotics approach →
analysis of text and visuals
Glossier website and
Instagram page
Investigate how meaning is
created in these semiotic
resources
How these meanings
illustrate neoliberalism-in-
action
Some examples
So what's
neoliberal
about this?
The commodification of
authenticity
Emphasis on the personal
touch and narratives of hyper-
individualism
Strategies to maintain
competitive advantage in an
over-saturated beauty
industry
Neoliberal feminism?
Glossier's neoliberal feminism
Socially-conscious products and marketing (vegan/cruelty-
free, racial diversity)
Emily Weiss herself as the embodiment of the career-
driven female entrepreneur (Starkey, 2018)
Empowering the working woman to be her 'best' self who
can have it all without compromising her economic and
cultural capital
Glossier and the
politics of neoliberal
feminism
"Disavowing the oppressive
socioeconomic and cultural
structures shaping the lives of the
majority of women...this feminist
subject accepts full responsibility
for her own well-being and self-
care, which is predicated on
crafting a felicitous work-family
balance." (Rottenberg, 2018)
Commodity feminism for the
purpose of profit, and ultimately
capitalism
References
1. Dowsett, J. E. (2014). Feminism for Sale: Commodity Feminism, Femininity,
and Subjectivity (Doctoral dissertation, University of York) [Abstract].
Retrieved from http://hdl.handle.net/10315/34229