Glossier Endtag

Project︎︎︎

An endtag animation process created for the skincare brand Glossier.

︎︎︎Brand Study

Glossier is known for formulas that deliver radiant and dewy skin and are wrapped in chic millennial pink packaging. The brand celebrates individuality and a no-makeup makeup approach to beauty.

“When I started Into The Gloss, I wanted to make beauty as much of an element of personal style as fashion. As I interviewed hundreds of women, I became more and more aware of how flawed the traditional beauty paradigm is. It has historically been an industry based on experts telling you, the customer, what you should or shouldn’t be using on your face.”

—Emily Weiss, Founder

︎︎︎Brand Elements

︎︎︎Style Concepts

︎︎︎Style Frames

︎︎︎Animation Tests

As a skincare and makeup brand known for making a statement within the no-makeup-makeup look in beauty industry. Not be confused with actually not wearing any makeup, but coveting effortless, natural beauty.

Glossier describes their motif as skin first, makeup second. The endtag personalizes a refined line of formulas you’d wear to feel light-weight, but indulgent.

The final endtag is animated to be the opposite of dry. In shape, these shots references active ingredients such as natural oils. The movement replicates water mixing and melding with skincare fluids and almost de-emulsifying those properties, as if the G is being hydrated into shape. 

Starting sheer, and building in the fashion of a gel cleanser. Dripping, and spreading like a serum—the sharp G mimics the feeling of being squeaky clean by the end of your routine.

This morphing effect in in response to the sound design: at its most dramatic peak, and in de-escalation into a frame of the complete logomark.

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