Glossier: ad concepts

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Glossier

Sponsored · Exhibit 01 · Four Weeks Smoother

Smoother skin is a four-week story, not a one-night one.

Super Bounce has a 2% Hyaluronic Acid Complex, a mega hydrator built from three molecular weights of Hyaluronic Acid for immediate and long-term hydration. 90% said skin looked and felt smoother after 4 weeks of use.

Give it four weeks and see.

Smoother skin, week by week

90%

said skin looked and felt smoother after 4 weeks of use

GLOSSIER.COM

Super Bounce, 2% Hyaluronic Acid

Shop Super Bounce

Format: Product hero
Persona: Skincare shoppers who want hydration with a number on it
Reason to buy: Smoother skin
Funnel stage: Middle of funnel
Product: Super Bounce
Lands on: Landing page

Why it should work. It leads with the one measured result Super Bounce has, so the number does the persuading before any ingredient talk.

Tests. Whether a measured four-week result beats an ingredient claim for cold skincare audiences.

Glossier

Sponsored · Exhibit 02 · Foundation Skin First

Foundation that behaves like skincare.

Stretch Fluid Foundation is an 89% skincare-based, gel-cream foundation that leaves skin looking moisturized with a natural-to-you finish. Formulated to fuse with skin, never cake on-top, and wear up to 12 hours.

98% said it looks like skin and lets skin breathe.

Foundation, skin first

Stretch Fluid Foundation

89% skincare-based gel-cream foundation
Fuses with skin, never cakes on-top
Wears up to 12 hours
98% said it looks like skin

GLOSSIER.COM

Stretch Fluid Foundation

Shop Foundation

Format: Menu-card split, product photo
Persona: Foundation wearers tired of a caked, heavy look
Reason to buy: Foundation, up to 12 hours
Funnel stage: Middle of funnel
Product: Stretch Fluid Foundation
Lands on: Landing page

Why it should work. A menu card turns four proof points into a quick scan for people comparing foundations.

Tests. Whether the skincare-based angle beats a wear-time angle for foundation shoppers.

Glossier

Sponsored · Exhibit 03 · Trio Price Drop

Three balms is a very reasonable number of balms.

Balm Dotcom Trio is 42.00 BRL, down from 48.00 BRL. Balm Dotcom is our universal skin salve: lip care, lip balm, all in one. Pick up the set and save.

Save with sets.

Save with sets

Three balms, one smaller price

Balm Dotcom Trio 42.00 BRL, was 48.00

GLOSSIER.COM

Balm Dotcom Trio, 42.00 BRL

Shop the Trio

Format: Offer on product photo
Persona: Balm loyalists who keep one in every bag
Reason to buy: Save with sets
Funnel stage: Bottom of funnel
Product: Balm Dotcom Trio
Lands on: Landing page

Why it should work. The strikethrough price is a real offer on a product people already know, so it fits a closing ad.

Tests. Whether a set price converts warm balm shoppers better than a single product.

Glossier

Sponsored · Exhibit 04 · Three Icons Kit

Three icons walk into one kit.

Your shortcut to looking like the best version of yourself. The No-Makeup Makeup Kit pairs Lash Slick for long, defined lashes that won’t budge, Boy Brow for soft, fluffy brows with flexible hold, and Stretch Balm Concealer for medium, dewy coverage.

Lashes, brows, concealer. Done.

Lashes, brows, concealer. Three icons.

1Lash Slick
2Boy Brow
3Stretch Balm Concealer

GLOSSIER.COM

The No-Makeup Makeup Kit

See the Kit

Format: Product photo, ingredient chips
Persona: Morning-rush people who want a fast, natural face
Reason to buy: Save with sets
Funnel stage: Bottom of funnel
Product: The No-Makeup Makeup Kit
Lands on: Landing page

Why it should work. Chips list what is in the kit, which answers the question a bottom-funnel shopper asks first.

Tests. Whether a contents-first creative lifts clicks on kits against single-product ads.

Glossier

Sponsored · Exhibit 05 · Float Chilly Flush

Your cheeks called. They want Float.

Looking for the perfect chilly flush? Reach for Cloud Paint Plush Blush. It is seamless cheek color, with 10 variants to choose from, and Float is a good place to start.

Start with Float.

The perfect chilly flush

GLOSSIER.COM

Cloud Paint Plush Blush

Shop Plush Blush

Format: Full-bleed photo
Persona: Blush fans looking for a soft cool-weather flush
Reason to buy: Seamless cheek color
Funnel stage: Top of funnel
Product: Cloud Paint Plush Blush
Lands on: Landing page

Why it should work. A full-bleed cheek photo does the selling and the seasonal line gives a reason to look now.

Tests. Whether a single named variant outperforms a range message in cold traffic.

Glossier

Sponsored · Exhibit 06 · Fall Scent Wardrobe

Fall is a scent. Pick yours.

Crème de You is made to delight your senses, with skin hydration for up to 24 hours. Next to it, Glossier You Doux: our soft, woody scent made for fall’s finer things.

Three ways to smell like you.

Crème de You

Glossier You

Glossier You Doux

Pick your fall scent

GLOSSIER.COM

Crème de You and Glossier You

Shop Fragrance

Format: Three-photo collage
Persona: Fragrance layerers building a fall collection
Reason to buy: Soft, woody fall scent
Funnel stage: Top of funnel
Product: Glossier You Doux
Lands on: Landing page

Why it should work. Three photos let one ad show a small range of fragrances without a long product list.

Tests. Whether range browsing beats a single-scent ad for fall fragrance.

Glossier

Sponsored · Native 01 · Brow Notes

Note to self: brows are handled.

Boy Brow gives soft, fluffy brows with flexible hold. Boy Brow Arch is longwearing for up to 12 hours. Boy Brow comes in 7 variants, Dark Brown among them. Brows become the one thing you stop thinking about.

Brows done. Day started.

Notes

Note to self: brows handled

Brows: soft, fluffy, flexible hold
Boy Brow Arch: up to 12 hours
Dark Brown, in the bag

GLOSSIER.COM

Boy Brow and Boy Brow Arch

Shop Brows

Format: Notes app over product photo
Persona: Brow-pencil switchers who want one that lasts
Reason to buy: Longwearing brows
Funnel stage: Middle of funnel
Product: Boy Brow Arch
Lands on: Landing page

Why it should work. A phone-note list reads like a customer's own checklist, not an ad.

Tests. Whether native note formats lift thumb-stop on brow products.

Glossier

Sponsored · Native 02 · You Smell Rich

You smell rich. What are you wearing?

Crème de You is made to delight your senses, with skin hydration for up to 24 hours. It is a fragrance with a care step built in, and it smells rich.

Say less. Sending the link.

Best Friend

You smell rich. What is it?

Crème de You. Delight your senses, with hydration for up to 24 hours.

Say less. Sending the link now.

GLOSSIER.COM

Crème de You

Shop Crème de You

Format: Message thread with photo
Persona: Gift-shoppers who want a scent that also cares for skin
Reason to buy: Soft, woody fall scent
Funnel stage: Top of funnel
Product: Crème de You
Lands on: Landing page

Why it should work. The compliment is the hook and the answer is a product name, which is how scents spread in real life.

Tests. Whether a chat format outperforms a product shot for a fragrance.

Glossier

Sponsored · Native 03 · Float Camera Roll

From my camera roll: Float, last Saturday.

Seamless cheek color is the whole point of Cloud Paint Plush Blush. It comes in 10 variants, and Float is the one in this photo. Save it, then pick yours.

Seamless cheek color. Your turn.

RecentsSaturday
afternoonEdit

Camera roll: all Float

GLOSSIER.COM

Cloud Paint in Float

See Float

Format: Camera-roll share
Persona: Shoppers who save cheek-color photos for later
Reason to buy: Seamless cheek color
Funnel stage: Top of funnel
Product: Cloud Paint Plush Blush
Lands on: Landing page

Why it should work. A camera-roll share looks like a friend's photo, which suits a cheek-color shade.

Tests. Whether a native share format beats a branded shot for a named variant.

Glossier

Sponsored · Native 04 · Cleanser Or Bounce

Which one are you reaching for first?

Two steps, one vote. Milky Jelly Cleanser is formulated with 5 deep conditioning ingredients, including Pro-Vitamin B5 and Allantoin, for smooth, baby-soft skin. Super Bounce: 90% said skin looked and felt smoother after 4 weeks of use.

Vote, then build your routine.

Cleanser or Super Bounce?

Milky Jelly CleanserSuper Bounce

GLOSSIER.COM

Milky Jelly Cleanser or Super Bounce

Shop Skincare

Format: Stories poll
Persona: Skincare routine builders deciding what to add first
Reason to buy: Smoother skin
Funnel stage: Middle of funnel
Product: Milky Jelly Cleanser
Lands on: Landing page

Why it should work. A poll invites a tap and puts two skincare steps in front of the same person.

Tests. Whether a two-product choice lifts click-through on skincare against one product.

Glossier

Sponsored · Native 05 · Lip Glaze Notes

What my lips asked for, in my notes app.

Lip Glaze is an addictively refreshing glaze that leaves lips smooth and conditioned, with hydration for up to 12 hours. In an independent study of 34 people, 100% agree lips look healthy and 94% agree lips look plump with moisture.

Lip Glaze. Tick, tick, tick.

Notes

Lip notes from my phone

smooth, conditioned
looks healthy
plump with moisture
hydration up to 12 hours

GLOSSIER.COM

Lip Glaze, plump with moisture

Shop Lip Glaze

Format: Notes app over product photo
Persona: Lip product shoppers who keep a wish list
Reason to buy: Lips plump with moisture
Funnel stage: Middle of funnel
Product: Lip Glaze
Lands on: Landing page

Why it should work. The study numbers become a customer's checklist, so the proof reads as a want and not a claim.

Tests. Whether study stats framed as a personal list beat the same stats on a product shot.

Glossier

Sponsored · Meme 01 · Cakey Foundation Drake

Cakey foundation is not the vibe.

98% said Stretch Fluid Foundation looks like skin and allows skin to breathe. It is an 89% skincare-based, gel-cream formula, made to wear up to 12 hours with a natural-to-you finish.

Foundation that looks like skin.

Cakey foundation? Not today.

Foundation that cakes on top

Stretch Fluid Foundation, up to 12 hours

GLOSSIER.COM

Foundation that looks like skin

Shop Foundation

Format: Meme template, product swapped in
Persona: Foundation shoppers who dislike a cakey finish
Reason to buy: Foundation, up to 12 hours
Funnel stage: Top of funnel
Product: Stretch Fluid Foundation
Lands on: Landing page

Why it should work. A rejects/approves template makes the cake-versus-skin contrast obvious without naming anyone.

Tests. Whether humor on a pain point lifts clicks on foundation.

Glossier

Sponsored · Meme 02 · Distracted By Bounce

New skincare just walked in. Be honest.

Three molecular weights of Hyaluronic Acid deliver immediate and long-term hydration. Super Bounce is the new thing turning heads, and 90% said skin looked smoother after 4 weeks.

Your routine can make room.

New skincare, who dis?

Distracted Boyfriend meme about Glossier

Super Bounce

Me, mid-routine

My current moisturizer

GLOSSIER.COM

Super Bounce, new in your routine

Meet Super Bounce

Format: Meme template, product swapped in
Persona: Moisturizer loyalists curious about a hydration step
Reason to buy: Smoother skin
Funnel stage: Top of funnel
Product: Super Bounce
Lands on: Landing page

Why it should work. The cheating-on-your-moisturizer joke is familiar, so people get it in a second.

Tests. Whether a humorous nudge makes people open a skincare product page.

Glossier

Sponsored · Meme 03 · Brow Two Buttons

The hardest decision of your morning.

Boy Brow Arch is longwearing for up to 12 hours. Boy Brow gives soft, fluffy brows with flexible hold. Honestly, the hard part is choosing, and you can start with either.

Either way, brows sorted.

Brow decisions, ranked