On the occasion of the release of two new products in its Body Hero body line, the Glossier brand unveils a positive body campaign of unretouched photos. We validate!
Glossier is one of the pioneering brands to have its beauty products embodied by women who truly resemble us in its advertising. Indiscriminately displaying women of different body types and skin colors, the millennial favorite – which was created by the American blogger Emily Weiss – has always known how to include us in the promotion of its new products. Those from the Body Hero range – body care range – are certainly the best example.
Launched in 2017, the Body Hero range became known through a campaign that celebrated true feminine beauty by featuring women whether they are thin or round, pregnant or not, and whatever their complexions or their tattoos. .
In 2020, on the occasion of the release of its new body care products, the brand renews its invitation to love us as we are with a new unretouched photo campaign that highlights the body with all its “flaws” which are not really: stretch marks, scars, visible veins, small pimples, hairs, differences in skin color linked to vitiligo… An initiative that we welcome.
Two new body treatments from Glossier
At the base of this campaign body positiveFirst, there are two new products that join the trio of existing products in the brand's Body Hero range. This year, Glossier is launching a solid exfoliant – the Exfoliating Bar – made from bamboo powder, sunflower seed oil and aloe vera leaf extract, which contains biodegradable exfoliating particles. A bread to be unsheathed in the shower to remove dead skin and soften all skin types, even the driest.
Glossier Exfoliating Bar
She is also launching her Dry-Touch Oil Mist, a nourishing dry oil based on sunflower, grapeseed and oat oil, and extracts of sea fennel. These ingredients ensure smooth skin and sublimated skin texture. Nestled in a practical spray bottle, it reveals an addictive scent of neroli that delicately scents the skin without leaving a greasy or sticky film.
Glossier Dry-Touch Oil Mist
Two clever products which are therefore a perfect complement to the existing range until now consisting of a body cream, a washing oil and a hand cream.
Athletes to embody beauty without dictates in video
To embody these two new Body Hero products through a video campaign, the brand has chosen eight professional basketball players from the National Women's Basketball Association (WNBA) including the 2020 WNBA champion Sue Bird, Seimone Augustus, Lexie Brown, Kalani Brown, Amanda Zahui B., Natalie Achonwa, Stefanie Dolso and Franco-American player Gabby Williams. Women whose athletic bodies are often deemed "out of the ordinary" by society, even though they are the source of acclaimed sporting achievements. The video campaign thus highlights the players' daily beauty routine through personal videos shot by the sportswomen during the WNBA tournaments. We can see the athletes taking care of their face and their body with Glossier products, including the famous new products. It is also an opportunity for them to talk about their differences, because they have always been taller than the other women they met, stronger too. In the end, Glossier aptly embodies the body as a true hero.
An unretouched photo campaign that celebrates our body, this hero
The brand also unveiled a very beautiful photo campaign which highlights the skin texture in all its dimensions through a series of portraits. "intimate skin" inviting to love and take care of your body. These pictures show the bodies of women, but also of men, without any filters. The body is celebrated there marbled by stretch marks and visible veins, punctuated by scars or even red pimples that we usually try to hide. It is assumed with its more or less conspicuous or numerous hairs, with its folds of skin that form bulges, with its lighter areas of skin that appear in cases of vitiligo …
Portraits of the body in which everyone can easily identify and which play down the “flaws” that we attribute to ourselves by displaying them proudly, free from the beauty dictates of the ideal body usually advocated by advertisements. But what pleases us is that these pictures are not free, they are not the simple banner of body positivism. They are also an opportunity to discover more clearly the foaming and oily galenics of the new products that comfort the skin and beautify it by saturating it. They are also beautiful, period. The result is an inspiring and extremely beautiful campaign that not only shows the body as it is, but sublimates it in all its "imperfections". The best way for us to invite ourselves to love ourselves as we are.
© Glossier
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