In October 2014, Emily Weiss took her beauty blog to the next level. No longer was “Into the Gloss” another platform to muse about the state of the industry. Instead, it was now complemented by her own beauty brand Glossier. Weiss and her team built the brand on a simple motto: “Beauty in real life.” While Pantene, Olay and other beauty giants handpicked models adorned in their prestigious makeup lines, Glossier grabbed the attention of young women with a down-to-earth attitude and emphasis on the quality of its product. “Skin first. Makeup second.” Armed with the loyal following supplied by Into the Gloss, Weiss is taking the beauty world by storm with common sense skincare and makeup tools.
Glossier’s subway ads are a breath of fresh air in an otherwise suffocating NYC subway system. “A beauty brand that celebrates real-looking people and lets makeup be ‘optional’?! Amazing,” said our Art Director Aviva Buivid. “The overall style feels very on-trend, which is appropriate: that pale salmon, color blocking, and geometric sans-serif—it’s all very ‘in’ right now.” With possible photography inspirations pulled from the likes of Sally Mann or Maia Fiore, Glossier does not shy away from pulling back the curtains to showcase their models sans makeup. Their clear skin in and of itself is an extension of the core benefits of the product that also carries an empowering message about believing in one’s own personal beauty.
Making it Pop, Making it Matter
In early April, a team of Glossier associates dressed in light beige trench coats beautified Bedford Avenue’s subway platform. Juxtaposed between Glossier ads reading “You look good” and “Have a nice day,” the team handed out pink roses to commuters to help brighten their days. It’s a random act of kindness that furthers Glossier’s mission of helping women remain confident in their natural beauty. Plus, who doesn’t appreciate a small, unexpected gift?
Take a Second Look
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