GLANZ is a beauty brand I developed as an extension of Glossier. The objective was to create an extension brand and launch a new product that aligned with the parent brand’s identity while reaching a specific, untapped audience.

Throughout the project, I conducted in-depth research on the target audience, developed a detailed customer persona, and analyzed the competitive landscape to identify growth opportunities within the market.

The result was GLANZ, a brand designed to cater to the approximately 20% of male consumers who already shop at Glossier. The hero product is a Tinted Beard & Brow Gel, created to offer a natural, effortless grooming solution that aligns with Glossier’s minimalist, skin-first philosophy while expanding its presence in men’s beauty.

For the deliverables, I designed both the primary and secondary packaging using Adobe Photoshop and Adobe Dimension. I presented my research and brand development through a fully designed deck in Adobe InDesign. I also printed packaging grids and constructed a physical secondary packaging model to bring the concept into real life. In addition, I created mock product imagery to visually communicate the final brand and product direction.

This project demonstrates my ability to combine strategic research, brand development, and hands-on design execution into a cohesive extension concept.