A sleeker reimagining of the world of lipstick through a tastefully irreverent campaign that brought authenticity, energy and character to Generation G Lipstick. As a brand that has a relentless focus on its customers, this campaign lets people across generations know they’re welcomed to the Glossier world. Instead of announcing a traditional launch, mainstream media was leveraged to tell an authentic story about the brand’s pride in designing with people’s real beauty routine in mind. Outreach included four full-page advertisements in the Sunday New York Times and a multitude of street activations that, along with the campaign videos, were amplified on social media by the diverse and engaged cast and community of Glossier.