To build on its reputation for accessible luxury body care, online skin care and beauty products marketer Glossier recently showcased eight WNBA players in its digital marketing campaign to launch two new products in its Body Hero collection. The campaign leveraged fan love and highlighted how its Body Hero products make the athletes feel before the game, a departure from previous campaigns that focused on aesthetics or on how its products make users look. In the campaign, the WNBA stars—including Sue Bird of the Seattle Storm and Lexie Brown of the Minnesota Lynx—in their own voices shared their rituals, defined beauty, and discussed how the Glossier products make them feel. Such presentations increased the authenticity and intimacy of consumer connections with the Glossier brands. According to a senior Glossier marketer, the brand wanted to align with the WNBA community because of its long history as changemakers and champions for equality. The campaign expanded Glossier’s market beyond its loyal customer base by tapping into growth in the skin health category. And it strengthened Glossier’s message that its products can help consumers express themselves.

Explain how factors like age, life stage, and economic factors might affect consumer responses to Glossier’s digital marketing campaign.