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GLOSSIER

Brand Purpose Campaign & Digital Brand Strategy

— Emily Weiss, Founder

THE CHALLENGE

Help Glossier take their stance on "owning your natural beauty" up a notch.

THE SITUATION

Glossier is a skincare and makeup brand that champions natural beauty.

THE OPPORTUNITY

The cosmetics industry is experiencing a beauty renaissance, where self-love and self-care are intertwined.

HELPING GLOSSIER CHALLENGE HARMFUL BEAUTY STANDARDS.
THE PROBLEM

We live in a world where we all fall victim to unhealthy and unattainable beauty standards.

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BRAND TRUTH

Glossier is a brand that has rooted itself in promoting self-love.

“Freedom is fearlessness. Freedom is being more or less okay with wherever you’re at, at any given point in your life or your day or your hour, be it really sucky or really great or somewhere in between.”

Lay the foundation for a beauty movement: one that celebrates real girls, in real life.

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GLOSSIER'S MISSION:
THE FINDING

Consumers are tired of living up to "fake" self-care standards portrayed in the media.

THE REALIZATION

The first step to enhancing your natural beauty starts with authentically loving yourself; flaws and all.

THE STRATEGY

Radical-self love is the key to self-liberation.

THE SOLUTION

A campaign meant to start a conversation, that reprograms and reboots beauty standards as we know them.

REBOOT BEAUTY
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THE IDEA
OOH

We'll start the campaign with an extensive OOH campaign.

DIGITAL

If we are going to reboot beauty we have to start from the ground up! 


Natural beauty isn't just someones looks, but it's the world around us. Whether that's a sunset on a nice afternoon or a furry friend having a great day at the beach!


All beautiful things deserve to be celebrated!

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ANTI-FILTER FILTERS

Using filters is a trend we can't deny, so we decided to make anti-filter filters to remind ourselves that we are beautiful as is!

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EXPERIENTIAL

What's a Glossier campaign without a pop up event?!


On Self-love Day, Feb. 13th, Glossier stores will host "GlossCare" a pop up event that encourages participants to celebrate and take care of themselves through music, poetry, nature, and more.

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It's hard to be kind to ourselves when we are constantly bombarded with picture-perfect images.

Heavily edited and airbrushed photos should never be a point of reference for true beauty.

Glossier will lead the way and lobby for legislation that requires advertisers and influencers to disclose when a photo on social media has been edited.

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STRATEGY: Trés Jones (self), John Simons

ART DIRECTION: Zey Masunu, Cara Wolder

COPYWRITING: Kat Worrall