Glossier
challenge
I came across a Reddit thread where someone called Glossier a predictable brand. The discussion was on the idea that the products and campaigns all felt the same, boring, even. I don’t personally agree, but it did get me thinking. Glossier has been known to shake up the beauty industry since the brand's inception. To counter the Reddit comments, I started playing around with concepts, imagining what it would look like if Glossier stepped outside its usual product lineup with something new but still on-brand.
Enter G Light, Glossier’s first loose highlighting powder, made with finely milled pearls to give a soft-focus finish. It’s designed to be used wherever you want to glow - cheekbones, eyelids, collarbones, you name it. G Light is meant for skin, makeup, and solely for you. G Light comes in three color options: pink (fairy), purple (supernova), and ice blue (siren).
Solution
Glossier’s idea of beauty being "for you" inspired the concept for G Light. This campaign is all about exploring light as identity: your inner light, amplified. Wherever you go, light radiates from you. I wanted to bring that idea to life in a way that feels unexpected for Glossier. No more minimalist white backgrounds, instead, we're leaning into color, iridescence, and of course, light. Visually, G Light invites people into an ethereal reality that reflects the highest version of themselves.
Each shade acts as representation:
- Purple is for the supernovas — powerful, radiant, larger-than-life.
- Pink is for the fairies — the ones with sparkle, and a little magic.
- Blue is for the sirens — captivating, mysterious, impossible to ignore.
By offering three unique shades, G Light creates space for cultural conversation, a chance for people to see themselves in one or maybe all three. It encourages folks to celebrate every version of who they are.
Launch Experiences
With the launch this new product, the idea is to create immersive experiences and installations around the city. Glossier would take over Manhattan with giant sculptures of the product in uptown, midtown, and downtown, creating a photo op scavenger hunt. Each sculpture will be strategically placed in a neighborhood to reflect its namesake. Fairy can be found in Central Park amongst the trees, Siren is sitting pretty on a pier in Seaport, and Supernova is in the heart of Times Square, reflected in the lights for an intergalactic feel.
Glossier has always been big on customer experience. With G Light, the idea is to tap into that connection: unexpected fun and, let’s be real, free stuff because who doesn’t love that? The launch of this product continues with a party where people can test the powders and create content and connections. Tote bags as cute takeaways, and even a claw machine where guests could try their luck at winning a G Light powder. The goal is to make the launch feel exciting, shareable, and totally Glossier.
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