Glossier
Strategic, research-backed PR recommendations for Glossier in response to 2020 allegations of racism and discrimination in their retail stores.
A student team and I conducted a Qualtrics survey and organized two focus groups to supplement our secondary research. This process gave us valuable insights from Glossier’s target audience on how to proceed after the brand’s 2020 PR crisis.
Short-Term Recommendations
1. Focus on rebuilding trustworthy relationships with employees by establishing a culture of support and receptiveness to criticism.
2. Encourage diversity and social responsibility throughout the organization as it relates to hiring practices, product lines and advertisements.
Long-Term Recommendations
3. Focus on taking internal steps toward a healthy work environment in order to create a more authentic brand perception.
4. After a healthy work environment is developed, publicize progress-oriented initiatives through employee channels and other paid, earned, shared and owned media.
