Unless you’ve been living under a rock, it has been hard to escape the chatter around the latest innovation from Glossier, Inc. — their smash-hit fragrance ‘Glossier You.’
‘Glossier You’ went viral for eschewing the recognizability of mass-market scent culture by thoughtfully designing a product that smelled different from person-to-person based on their pheromones & body chemistries. As the name suggests, the personalization-at-scale product requires just one simple missing ingredient — You!
When Glossier came to Adgile Media Group for our sixth campaign together, they wanted to design a campaign that matched the originality of their fragrance, and so that is exactly what we did.
In a first-of-its-kind campaign, we partnered with Glossier to deliver a campaign that towed the line between faux-OOH and real-OOH. By starting with a reflective, chromatic base layer, followed by a larger-than-life Glossier You product shot, we were able to create an optical illusion that made it look as though giant Glossier You bottles were being towed around the city on a flatbed truck. If you saw this IRL, you did a double-take -- and odds are you had to rub your eyes to make sure what you were seeing was real.
Leaning into the mobility of our assets, we topped the campaign off with a mid-cycle guerilla sampling activation outside the Barclay’s Center to support Glossier’s ongoing partnership with the WNBA (Women's National Basketball Association). The event was a hit, with a few viral social shares showing the “Glossier Girlies” out in full force.
I’m so excited to see the Glossier team doubling down on their success with Glossier You by introducing two new fragrances to the world last week: Glossier Rêve and Glossier Doux. As Emily Weiss shared with ELLE Magazine, if the original Glossier You is a classic martini, the two newest scents — Glossier Rêve and Glossier Doux — are martinis with a twist.
I’ve long admired Brooke Silverberg & the rest of the Glossier team’s continued desire to push us out of our comfort zone & stretch the limits of what we thought our media format was capable of.
Three years into working together, and somehow -- every campaign, every call, every meeting -- it ends with “I’m not sure that is possible, but let me do some research to find out!”
