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Perspective

Glossier: No Smoke and Mirrors

Peter Kenigsberg

Peter Kenigsberg

Account Executive

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.

Love these @glossier ads. So happy my addiction is now being exposed to the masses. #glossier NYC. 2016.

A photo posted by Meagan Josselyn (@meaganjosselyn) on

Honest Makeup

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.

FUCK YEAH! Perfecting Skin Tint is restocked. @anabobrovska in Light. New photos by the one and only @braydyolson2.0, mua @alliesmithmakeup hair @lizziearneson casting me. Love these images thank you ❤️

A photo posted by Annie (@annieokay) on

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?

This morning we gave away 500 hand-opened roses on the Bedford Street subway platform, just cuz. I love this company. @glossier

A photo posted by Emily Weiss (@emilywweiss) on

Pink looks good on you, subway station. Rg @jenniferaharris

A photo posted by Emily Weiss (@emilywweiss) on

Take a Second Look

Well-executed subway ads are always in season. Head back to our site to see more. Return to NYCSubwayAds.com

DISCLAIMER: All advertisements seen in post referencing Glossier’s OOH campaign are the property of Glossier. Nutmeg does not assume responsibility for the creative executed by any third parties in service of Glossier. We do not have any affiliation with Glossier or the product and/or service associated with the ads we have reviewed. Nutmeg does not receive any commission from Glossier should you or anyone reading this post find interest in the product and/or service advertised in these campaigns.

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