Glossier You Rêve & Doux 360 (2024)
Creative Strategy – Impressions of You, continued
A return to the world of Glossier You through two new scents; Rêve and Doux. Through campaign film and static, we introduce new impressions, spaces and ways of being – expanding the definition of you.
The 360 rollout included an extensive social tease period to build anticipation for Glossier’s first new scents in many years, a dual hero film and image launch, treating Doux & reve as separate (but sister) worlds, OOH across NYC streets, influencer gifting, cadenced homepage takeovers, and customization of the Sephora Atrium and digital billboard in Times Square.
Roles: Creative Director, co-director
A return to the world of Glossier You through two new scents; Rêve and Doux. Through campaign film and static, we introduce new impressions, spaces and ways of being – expanding the definition of you.
The 360 rollout included an extensive social tease period to build anticipation for Glossier’s first new scents in many years, a dual hero film and image launch, treating Doux & reve as separate (but sister) worlds, OOH across NYC streets, influencer gifting, cadenced homepage takeovers, and customization of the Sephora Atrium and digital billboard in Times Square.
Roles: Creative Director, co-director
About Doux
Notes: Top: Sweet Violet Heart: Palo Santo, Frankincense, Myrrh Base: Ambrox
DOUX is an elevated interplay between contrasts - harmonizing confidence and sophisticated elegance, the feminine with the masculine - in an environment where the raw meets the refined.
DOUX Definition: Soft
Impression: Poised tenacity
Notes: Top: Sweet Violet Heart: Palo Santo, Frankincense, Myrrh Base: Ambrox
DOUX is an elevated interplay between contrasts - harmonizing confidence and sophisticated elegance, the feminine with the masculine - in an environment where the raw meets the refined.
DOUX Definition: Soft
Impression: Poised tenacity
About Rêve
Notes: Top: Buttercream Heart: Plum Butter, Toasted Almond, Iris, Sandalwood Base: Ambrox
RÊVE is the essence of joy that comes from unassuming moments of connection and intimacy when the anticipation of the event eclipses the party itself. It’s a playful homage to the power of shared experiences.
RÊVE Definition: Dream
Impression: Captivating allure
Notes: Top: Buttercream Heart: Plum Butter, Toasted Almond, Iris, Sandalwood Base: Ambrox
RÊVE is the essence of joy that comes from unassuming moments of connection and intimacy when the anticipation of the event eclipses the party itself. It’s a playful homage to the power of shared experiences.
RÊVE Definition: Dream
Impression: Captivating allure
Doux Campaign Stills
Rêve Campaign Stills
Campaign Films
Each hero film showcases the Rêve and Doux worlds — a sensorial whirlwind of the impressions left by each scent — sweet hedonism and effortless grounding
Integrating learnings from previous social-first campaigns, dynamic cinematography, and lo-fi iPhone or GoPro capture will work together to keeping viewers immersed.
Integrating learnings from previous social-first campaigns, dynamic cinematography, and lo-fi iPhone or GoPro capture will work together to keeping viewers immersed.
Glossier You Doux
Our talent is featured solo in a meditative landscape — grounding, austere, and lush.
Glossier You Rêve
Two sisters chase the night, a sticky-sweet, magenta-hued fever dream.
Ancillary Content and Activations
The campaign comprised of an extensive social rollout, an experiential dinner, Times Square Atrium placement, street-level OOH takeovers, and influencer gifting – all alongside digital media inclusive of paid / performance assets on IG, TT, and YouTube.
Organic Social
Influencer Partnerships
Amplification here consisted of strategic partnerships with talent that embodied our fragrances. With a focus on Rêve, we partnered with the lovely Ming Lee Simons for part of the campaign, capturing stills as well as a short-form reaction video. The Carlson sisters, Devon and Sydney, were heroed in campaign assets; film and stills.
Amplification here consisted of strategic partnerships with talent that embodied our fragrances. With a focus on Rêve, we partnered with the lovely Ming Lee Simons for part of the campaign, capturing stills as well as a short-form reaction video. The Carlson sisters, Devon and Sydney, were heroed in campaign assets; film and stills.
Experiential: Impressions Launch Event
The Glossier creative team, led by the VM & Experiential team collaborated to create an event that merged both the Rêve and Doux worlds. Visitors could choose their own adventure, eventually mingling throughout the event.
The Glossier creative team, led by the VM & Experiential team collaborated to create an event that merged both the Rêve and Doux worlds. Visitors could choose their own adventure, eventually mingling throughout the event.
The space was split – velvet and brocade for Rêve, canvas and concrete for Doux. Themed and color-coordinated food was also served, with party-goers coming away with fragrance and designed collateral. Invitees consisted of influencers, industry, friends and family of Glossier, a microcosm of Glossier’s diverse community.
Street Level OOH – NYC
AR Experience
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Influencers were gifted a custom dual box set complete with Rêve and Doux bottles, merch, and an AR experience that immersed viewers in a floating world of ingredients and sound design.
Influencers were gifted a custom dual box set complete with Rêve and Doux bottles, merch, and an AR experience that immersed viewers in a floating world of ingredients and sound design.
TSQ Atrium
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Co-launching with Sephora meant a Times Square atrium takeover, complete with custom pop up space and high-impact digital media placement, where we played a site-specific two part hero film. Within, Rêve and Doux lived alongside Glossier You, our OG fragrance.
Co-launching with Sephora meant a Times Square atrium takeover, complete with custom pop up space and high-impact digital media placement, where we played a site-specific two part hero film. Within, Rêve and Doux lived alongside Glossier You, our OG fragrance.
OOH BTS
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Talent:
Devon Lee Carlson @devonleecarlson
Sydney Lynn Carlson @sydneylynncarlson
Essence Taylor @_essencetaylor
Milano Nasu @milanonasu
Aliz Menyhert @alizzfromwonderland
Devon Lee Carlson @devonleecarlson
Sydney Lynn Carlson @sydneylynncarlson
Essence Taylor @_essencetaylor
Milano Nasu @milanonasu
Aliz Menyhert @alizzfromwonderland
Team:
Director – Mitch Ryan @mitchryan
DP - Sean Price Williams
Makeup - Janessa Pare @janessapare, Marcelo Gutierrez @marcelogutierrez
Hair - Evanie Frausto @evaniefrausto
Wardrobe Stylist - Jasmine Hassett @jasminehassett
Manicure - Naomi Yasuda @naominailsnyc, Natalie Pavloski @nataliepnails
Set Design - David de Quevedo @daviddequevedo, Mat Cullen @matcullen
Music - Taul Katz @__tool__
Video Edit - Wild Island Films @wildislandfilms
Glossier Creative
Isioma Iyamah @isioma.i
Marie Suter @marie_suter
Madeleine Marie Angus @madeleinemmarie
Josh Helman @josh_helman
Taylor Tindall @taylortindall
Paige Hanserd @mustarrrrd
Farah Markis @farahmarkis
Production
Cadence Films @cadencefilms
Serie Yoon @serienotsiri
Anna Blundell @annablundell
Aaron Kurlander @aaronkurlander
Lizzy Freedman @fizzzlyly
Director – Mitch Ryan @mitchryan
DP - Sean Price Williams
Makeup - Janessa Pare @janessapare, Marcelo Gutierrez @marcelogutierrez
Hair - Evanie Frausto @evaniefrausto
Wardrobe Stylist - Jasmine Hassett @jasminehassett
Manicure - Naomi Yasuda @naominailsnyc, Natalie Pavloski @nataliepnails
Set Design - David de Quevedo @daviddequevedo, Mat Cullen @matcullen
Music - Taul Katz @__tool__
Video Edit - Wild Island Films @wildislandfilms
Glossier Creative
Isioma Iyamah @isioma.i
Marie Suter @marie_suter
Madeleine Marie Angus @madeleinemmarie
Josh Helman @josh_helman
Taylor Tindall @taylortindall
Paige Hanserd @mustarrrrd
Farah Markis @farahmarkis
Production
Cadence Films @cadencefilms
Serie Yoon @serienotsiri
Anna Blundell @annablundell
Aaron Kurlander @aaronkurlander
Lizzy Freedman @fizzzlyly