GLOSSIER GOES GREEN
art direction, design
For my creative strategy class we were tasked with creating a climate-centered campaign that moved a specific audience to action. We chose Glossier, launching the campaign:
“Glossier Goes Green.”
THE PROBLEM: The beauty industry produces around 120 billion units of plastic packaging every year—most of which is non-recyclable and ends up in landfills or oceans.
Glossier’s products are beloved for their design and packaging, but they rely heavily on single-use plastics
Gen Z consumers are deeply climate-conscious, but often feel powerless to make an impact. BUT… they’re looking for brands that lead by example. Brands that make sustainability part of their identity and not just a marketing trend.
GET: Gen Z beauty consumers who care about climate change but feel powerless to create meaningful impact through individual choices
TO: Choose Glossier’s new eco-conscious product line and packaging as their go-to beauty routine, seeing it as a way to look good and do good without compromising style, quality, or affordability.
BY: Launching a bold “Glossier Goes Green” campaign that redefines sustainability as stylish, using biodegradable packaging, refillable product systems, and in-store recycling incentives–so that making the greener choice feels like the obvious one.
planet first. skin second.
Single Most Compelling Idea:
This idea first came to mind after discovering that their current slogan is “skin first, makeup second.” By putting an emphasis on sustainability, I came up with, “planet first, skin second.”
Wildcard: “You Look Good Going Green” Mirror
We’re taking to the streets of LA and NYC an eye-catching “You Look Good Going Green” mirror. Building off the fan-favorite “You Look Good” mirror which is already a beloved symbol among Glossier customers and an iconic backdrop for thousands of social media posts, this stunt puts a sustainable spin on the message.
Placed in high traffic areas of both cities, these full length mirrors will invite people to pause and engage with Glossier’s commitment to beauty that’s better for the planet. Each mirror station will also feature QR codes linking to our new sustainable product collection and behind-the-scenes content about how Glossier is reducing plastic waste in the beauty industry.
art direction: Sarah Redmond
design: Sarah Redmond
copy: Sarah Redmond, Giovanni Mayorga
strategy: Giovanni Mayorga, Tyler Noxon