In a new campaign launched today, the direct supply brand Glossier has teamed up with several stars of the WNBA to introduce two new products in their Body Hero line: the peeling bar and the dry touch oil mist.
The campaign takes up the Body Hero concept, which Glossier first developed for the launch of the product line in 2017. It examines “what our body does for us and what we do for it,” wrote Glossier’s SVP for marketing, Ali Weiss, in a blog post.
By highlighting and celebrating real people and their bodies, Glossier’s new campaign leans on authenticity, which has resulted in a massive online fan base and organic growth since its inception in 2014.
This time around, the campaign tells the stories of 16 different body heroes, including an artist, a nurse and eight WNBA players: Sue Bird of the Seattle Storm, Seimone Augustus of the LA Sparks, Lexie Brown of the Minnesota Lynx, Kalani Brown of the Atlanta Dream, Amanda Zahui B. of New York Liberty, Natalie Achonwa of Indiana Fever and Stefanie Dolson and Gabby Williams of Chicago Sky.
For the WNBA players, their Body Hero stories are told through user-recorded video content on social media, which gives viewers a glimpse into their daily lives as professional athletes during an unprecedented pandemic that forced them to live in an isolated environment, the WNBA ” Wubble “(the women’s version of the NBA bubble).
“In a place that was literally meant to be isolated from the outside world, we woke up with Amanda, got ready with Sue, and practiced with Natalie on the court while we learned about the rituals they adhere to. who they love and how they define beauty as athletes and individuals, ”wrote Weiss.
“For some, this trip was about finding beauty in their athleticism and for others it was about becoming a body hero through self-love,” she continued. “For Lexie Brown, it is rooted in repeating a personal mantra: ‘You deserve this.'”
The other Body Hero stories are told across Glossier’s blog platform Into the Gloss and across social platforms such as TikTok, YouTube and Twitter. These stories are also accompanied by “skin portraits” that the brand commissioned from several different community members and that highlight the beauty and variation of their body heroes.
The campaign also has an out-of-home component with the skin portraits that will appear on the streets of Chicago, Los Angeles and New York. Glossier also runs print ads in two national newspapers.
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