Glossier - The part they didn’t make up
Problem:
Once an “it” brand, current conversations focus more on its missteps than its impact, leaving the brand feeling less relevant to younger audiences.
Solution:
Smear campaigns are universal. Everyone has had a moment where people throw dirt on their name. Instead of ignoring the noise, we lean into it and find the compliments hidden behind the jealousy.
Activation
Glossier sets up a wall where pedestrians hang a Polaroid of themselves. Written on the back is the craziest story ever made up about them. People are invited to read and flip pictures around.
