In a new campaign launched today, direct-to-consumer personal care brand Glossier has teamed up with several stars of the WNBA to unveil two new products in its Body Hero line: the Exfoliating Bar and Dry-Touch Oil Mist.
The campaign revisits the Body Hero concept that Glossier first developed for the launch of the product line in 2017, which explores “what our bodies do for us, and what we do for them,” wrote Glossier’s svp of marketing Ali Weiss in a blog post.
By highlighting and celebrating real people and their bodies, the new campaign from Glossier leans into the authenticity that has led to its massive online following and organic growth since it was founded in 2014.
This time around, the campaign is telling 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 the New York Liberty, Natalie Achonwa of the Indiana Fever, and Stefanie Dolson and Gabby Williams of the Chicago Sky.
In the case of the WNBA players, their Body Hero stories will be told through user-shot video content on social media, giving viewers a glimpse into their daily lives as professional athletes during an unprecedented pandemic that requires them to live in an isolated setting inside the WNBA “wubble” (the women’s version of the NBA’s bubble).
“In a venue that was quite literally designed to be isolated from the outside world, we found ourselves waking up with Amanda, getting ready with Sue, and practicing on the court with Natalie, all while learning about the rituals they keep, the products they love, and how they’ve come to define beauty as athletes and individuals,” wrote Weiss.
“For some, that journey was about finding beauty in their athleticism, and for others, it’s been about becoming a Body Hero through self-love,” she continued. “For Lexie Brown, it’s rooted in the repetition of a personal mantra: ’You deserve this.'”
The other Body Hero stories will be told through Glossier’s blog platform, Into the Gloss, and across social platforms like TikTok, YouTube and Twitter. Those stories will also be accompanied by “skin portraits” that the brand commissioned of several different community members, highlighting the beauty and variation of their Body Heroes.
The campaign also has an out-of-home component featuring the skin portraits that will appear on the streets of Chicago, Los Angeles and New York. Glossier is taking out print ads in two national newspapers, as well.
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