In 2023, we launched Glossier STRETCH: 32 shades of concealer and 32 shades of foundation. A skin-care forward (89% skin care ingredients) and inclusive formulation that flexes with you throughout your day. True to Glossier’s ethos, we created a product that is enables freedom and movement. It’s effortless, it’s lived in, it’s real. 

Inclusive of OOH and sampling moments between the UK, Chicago and NYC, the campaign launched in three phases; Phase One showcased the functionality, flexibility and extended shade range, Phase Two heroed our WNBA partnership, and Phase Three utilized always-on ‘stretch editorial’ assets, which lived mainly via digital, wholesale and UK.

Role: Creative Director, art director

We worked with over 64 talent across different skin tones, ages, and skin conditions. Assets included still life, on-figure e-comm stills, moving portraits and lo-fi digitals.  

Phase One: ‘Beauty in real life’ - Moving Portraits and Lo-fi Digitals

We shot outdoors over the course of a week to showcase product efficacy and flexibility in different conditions. Luckily, we had variable weather to help us prove it out. We integrated weather and time-stamp creative strategy to help track, and built it into our graphic toolkit. 

OOH: Weather and Time Stamping - Moving Portraits 

To speak to our ‘beauty in real life’ ethos, street level high digital media placements across key US markets (NYC, Chicago) treated passers by to moment-in-time clips showing talent walking outside in various weather conditions.

The goal here was to highlight product finish, efficacy and shade in natural light conditions. Asset variation corresponded to the weather. 

A massive undertaking that saw us build a custom shadefinding tool, as well as a ‘before and after’ toggle function for the Stretch launch. Shopping online for complexion products is tricky, hence the development of the tool to reduce purchase friction via robust education.

Glossier Homepage at launch

Sample LP navigation



Shade-finding tool

Sample Performance Ads

Team:
Photographer(s) - Pegah Farah, Ilya Lipkin, Sergiy Barchuk
Video - Wilson Cameron
Makeup - Emi Kaneko
Hair - Matt Benns
Wardrobe Stylist - Jasmine Hassett
Manicure - Natalie Pavlovski 

Glossier Creative 
 
CCO - Marie Suter 
ACD - Isioma Iyamah
Sr. AD - Shelby Rodriguez
AD - Kyra Key
Casting - Madeleine Angus
Graphic Design - Paige Hanserd
Production - Counsel, Aaron Kurlander, Cherry Kim