In this article:
- Glossier inked their first celebrity partnership with singer Olivia Rodrigo.
- The deal has been in the works for over a year.
- Rodrigo is reportedly a fan of the makeup brand.
Olivia Rodrigo thinks you look good.
The pop star, who rose to massive fame after the release of her debut album “SOUR” in May 2021, is partnering with the makeup brand Glossier. The e-commerce brand makes low-maintenance beauty favorites like “Boy Brow” eyebrow gel and “Balm Dot Com ” lip balm. Glossier’s collaboration with Rodrigo marks the first time the cosmetics start-up has worked with a celebrity.
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But the relationship isn’t one-sided. Olivia Rodrigo happens to be a big fan of Glossier. Rodrigo wore entirely Glossier makeup, including their skin tint, concealer, liquid blush, highlighter, and eyeshadow, to the 2022 Grammy Awards. .
Rodrigo and Glossier announced the alliance in Instagram posts where the singer talks about her relationship with makeup. “I always feel the best when I’m in makeup that I feel like enhances what I have naturally,” Rodrigo says in a video that ends with her telling the viewer “you look good,” the campaign’s slogan.
Glossier reportedly started putting out feelers for a partnership with 19-year-old Rodrigo after her album’s first single “Driver’s License” went viral. The beauty brand claims that it’s a seamless partnership thanks to Rodrigo’s affection for the company. “We found an immense amount of alignment between her own come-as-you-are ethos and our look-good, feel-good approach, and it just came together,” said Ali Weiss, the chief marketing officer at Glossier.
Currently, shoppers can browse “Olivia’s favorites,” a package that includes Boy Brow, lipstick Ultralip, and Pro Tip eyeliner on Glossier’s website.
As the past few months have been tumultuous for Glossier,—in January 2022, Glossier laid off one-third of its employees—. the beauty company could be banking on Rodrigo’s popularity to appeal to consumers especially Gen Z-ers. Gen Z has a buying power of roughly $150 billion, and is growing.