Glossier You Fleur 360
Fleur celebrated the launch of the 4th addition to the growing Glossier You fragrance collection. The launch comprised of a 360, international campaign spanning experiential, both in Paris and in New York, OOH, digital activations and an extended social rollout.
Roles: Creative Director, art
Roles: Creative Director, art
About Fleur
Top: Mineral Salt Accord
Heart: Sheer Osmanthus, Ylang Ylang, Apricot Skin, Cashmeran
Base: Ambrox
Inspired by the harmony of a dewy Spring garden, Fleur takes its olfactive cues from ethereal blooms grounded by the pulpy richness of the earth. Fleur is delicate and nuanced with a tangible presence. Its complex textures and subtle mineral notes evoke a contrast.
Key Descriptors
Floral, dewy, ethereal, captivating
Impression
Grounded Daydream
Top: Mineral Salt Accord
Heart: Sheer Osmanthus, Ylang Ylang, Apricot Skin, Cashmeran
Base: Ambrox
Inspired by the harmony of a dewy Spring garden, Fleur takes its olfactive cues from ethereal blooms grounded by the pulpy richness of the earth. Fleur is delicate and nuanced with a tangible presence. Its complex textures and subtle mineral notes evoke a contrast.
Key Descriptors
Floral, dewy, ethereal, captivating
Impression
Grounded Daydream
Campaign Mood
We juxtapose the tangible structure of the city with the ethereality of a daydream. Flowers crop up everywhere; cracks in sidewalks, construction tarp, subway escalators, or the middle of the road — a metaphor for NYC’s ability to host both worlds.
Campaign Concept
Here, Fleur is a character who sees the city in bloom. Where she goes, she reveals moments of subversive beauty. Fast-paced real life meets wonder, playing on the unexpected to echo the mineral/saline twist that saves Fleur from being just another floral.
Campaign Stills
Campaign Film
Two talent, each representing Fleur, show us how they see their city. Flowers crop up everywhere; cracks in sidewalks, construction tarp, subway escalators, or the middle of the road — a metaphor for NYC’s ability to host both the hard and soft.
The film contrasts the tangible structure of the city with the ethereality of a daydream. It’s effervescent and unexpected, inviting play through the eyes of our talent.
Sound design and custom track compostion were reflective of the nostalgic lightness of being communicated through the film.
Sound design and custom track compostion were reflective of the nostalgic lightness of being communicated through the film.
Social Rollout
As with the rest of the Glossier fragrances, the social rollout for Fleur was extensive; a long tease period followed by education in the form of ingredient storytelling, layering guidance, expert voices, and “aesthetic” product pairings. Example below of ingredient storytelling.
OOH and Sampling Interventions
The Wonder of You – Paris Pop Up
Galerie Joseph on Rue Turenne.
We partnered with Random Studio to design an immersive retail experience that blurred the boundary between nature and urban life, reflecting the contrasts at the heart of the fragrance.
The space unfolded as a sensorial, poetic journey, with integrated flora along the path through the experience, and poems revealed as guests moved through the environment. At the center of the experience, an AI-powered poetry generator used computer vision to create custom poems for each guest, transforming their presence and movements into a personalized poetic interpretation of the scent.
Role: Ideation, art direction of static and video campaign assets. Led site specific hero film edit.
Galerie Joseph on Rue Turenne.
We partnered with Random Studio to design an immersive retail experience that blurred the boundary between nature and urban life, reflecting the contrasts at the heart of the fragrance.
The space unfolded as a sensorial, poetic journey, with integrated flora along the path through the experience, and poems revealed as guests moved through the environment. At the center of the experience, an AI-powered poetry generator used computer vision to create custom poems for each guest, transforming their presence and movements into a personalized poetic interpretation of the scent.
Role: Ideation, art direction of static and video campaign assets. Led site specific hero film edit.
Crew
Director – Mitch Ryan
DP – Sean Price Williams
Makeup – Janessa Pare, Marcelo Gutierrez
Hair – Evanie Frausto
Wardrobe Stylist – Jasmine Hassett
Nails – Naomi Yasuda, Natalie Pavloski
Set Design – Mila Taylor-Young
Music – Taul Katz
Video Edit – Wild Island Films
Glossier Creative
CCO – Marie Suter
Associate Creative Director – Isioma Iyamah
Casting – Madeleine Marie Angus
Influencer – Josh Helman
Operations – Taylor Tindall
Design – Paige Hanserd
VM + Experiential – Kendall Latham, Julia Muntean, RANDOM STUDIO
Social Content Capture –Farah Markis
Production
Cadence Films
Serie Yoon
Anna Blundell
Aaron Kurlander
Lizzy Freedman
Talent
Mayor Dutie @mayormayor__
Amata Alp @amataalp
Director – Mitch Ryan
DP – Sean Price Williams
Makeup – Janessa Pare, Marcelo Gutierrez
Hair – Evanie Frausto
Wardrobe Stylist – Jasmine Hassett
Nails – Naomi Yasuda, Natalie Pavloski
Set Design – Mila Taylor-Young
Music – Taul Katz
Video Edit – Wild Island Films
Glossier Creative
CCO – Marie Suter
Associate Creative Director – Isioma Iyamah
Casting – Madeleine Marie Angus
Influencer – Josh Helman
Operations – Taylor Tindall
Design – Paige Hanserd
VM + Experiential – Kendall Latham, Julia Muntean, RANDOM STUDIO
Social Content Capture –Farah Markis
Production
Cadence Films
Serie Yoon
Anna Blundell
Aaron Kurlander
Lizzy Freedman
Talent
Mayor Dutie @mayormayor__
Amata Alp @amataalp