Glossier
Glossier's intimate fragrance, skincare and beauty campaigns across digital and film
Featured Glossier projects
This week's top Glossier projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Glossier · Soie
The Soie campaign for Glossier masterfully navigates the intersection of fragrance and beauty, presenting a sensory narrative rooted in the raw, elemental beauty of the coastline. Captured through the lens of photographer Laura Jane Coulson, the project leans into editorial minimalism to emphasize the tactile relationship between the product and its environment. By utilizing soft golden hour light, the campaign achieves a cinematic quality that bridges the gap between commercial appeal and high-concept artistry. The visual strategy centers on a study of contrasts: the precision-engineered cylindrical glass bottles against the rugged, weathered texture of granite and wet sand. Under the guidance of fashion director Laëtitia Gimenez Adam, model Africa Garcia embodies a serene yet striking presence, further elevated by the nuanced beauty work of makeup artist Valentina Li and the effortless styling of Joe Burwin. These lifestyle-focused images prioritize natural light and fluid movement, with the interplay of sun-drenched water and deep blue hues creating an atmosphere of quiet, summer luxury. By stripping away excess artifice, the project relies on intentional composition to evoke an emotional response, ensuring that the fragrance is not merely showcased but experienced as an extension of the natural world. Every frame serves as a testament to the power of authentic, location-based storytelling in modern beauty marketing.
Glossier · Impressions of You / Doux + Reve
Glossier explores the sensory landscape of fragrance in its latest campaign, Impressions of You / Doux + Reve. The project moves through a series of artfully styled vignettes, transitioning between minimalist studio compositions and evocative, atmospheric environments. Featuring a blend of clean, white-backdrop product shots and expressive portraiture, the film utilizes moody lighting and red-lit interior sequences to define its visual language. Wild Island Films provided the post-production and visual effects, crafting a cohesive, cinematic aesthetic that centers on the interaction between texture and light.
Glossier · You Look Good
Glossier partners with pop artist Olivia Rodrigo for the 'You Look Good' beauty campaign. The project centers on intimate, candid portraiture, documenting the talent as she experiments with the brand’s lip tint and eyeliner in a minimalist studio environment. Leaning into a 1990s aesthetic, the commercial utilizes VHS and lo-fi textures alongside fish-eye lens perspectives. The execution captures a casual, self-recorded quality, balancing clean beauty compositions with direct-to-camera interaction in a bright, white-space setting.
Glossier · A Tour with Paloma Elsesser
Glossier partners with Paloma Elsesser for a promotional campaign that moves through the brand's flagship retail space. The film features a guided tour through minimalist showrooms, highlighting the architectural layout and interior design of the store. Produced by Golden Projects, the piece utilizes live-action technique to capture a warm and intimate perspective of the brand environment. The sequence centers on a series of vignettes featuring Elsesser across the store, presented in a vertical format.
Glossier · Lash Slick Movie
Glossier's Lash Slick campaign channels the product's long-lasting performance through a mix of live-action vignettes and vibrant anime-style sequences. The film moves through a series of emotional exchanges, from phone calls to outdoor scenes, highlighting the mascara's resistance to moisture and wear. Production company Golden Projects frames these scenarios across varied environments, transitioning between cinematic black-and-white close-ups, domestic interiors, and illustrated seaside backdrops. The work emphasizes the versatility of the mascara within everyday contexts.
Glossier · You. Fleur
Glossier launches its You. Fleur fragrance with a dynamic commercial video campaign that transitions between bustling urban cityscapes and quiet, natural environments. The production leans into an ethereal aesthetic, utilizing golden hour lighting and warm color grading to define the mood of the fragrance identity. The film features fluid, soft-focus cinematography as models interact with the product across diverse settings, ranging from stone staircases to park landscapes. The visual narrative incorporates text overlays to highlight core brand attributes, executed through a live-action technique.
Project Glossier · Glossier Body Spritz + Body Collection
Glossier’s campaign for the Body Spritz and Body Collection highlights a series of outdoor lifestyle portraits. Photographed by Pía Riverola, the imagery leans into warm, sun-drenched tones, utilizing natural light to emphasise a dewy, authentic finish. With makeup by Homa Safar, the project captures candid, relaxed moments under an open sky. The visuals integrate raw, analogue film techniques to frame the body care products within an accessible, vacation-focused aesthetic.
Project Glossier · Lip Glaze with Katseye
Glossier’s Lip Glaze campaign featuring the group Katseye leans into a polished, minimalist aesthetic. The project, led by creative director Marie Suter and photographer Hugo Comte, utilises bright, even beauty light to accentuate the high-shine finish of the featured products. The imagery adopts a clean, commercial style, set against seamless white backdrops to focus on the product and the subjects' coordinated pastel styling. The production features fashion editing by Kyle Luu, hair styling by Rachel Lee, makeup artistry by Kennedy, manicures by Holly Falcone, and set design by Patience Harding.
Project Glossier · Future Dew
Glossier’s campaign for Future Dew captures a radiant, minimalist approach to skincare advertising. The portrait-focused series emphasizes natural skin textures and a luminous, dewy finish, utilizing soft, warm natural light and clean studio aesthetics to highlight the product’s intended glow. Photographed by Laura Jane Coulson, the imagery leans into an editorial sensibility, featuring intimate close-ups of models including Nyalit Lual. The compositions are brought together through thoughtful styling by Helga Burrill, hair by Rachel Lee, makeup by Homa Safar, and manicures by Holly Falcone, resulting in a cohesive visual language defined by clean lines and subtle metallic accents.
Project Glossier · Glossier You Fleur 2025
Glossier introduces the You Fleur 2025 fragrance campaign, a series of visuals centered on botanical motifs and organic textures. Photographed by Tanya and Zhenya Posternak and directed by Mitch Ryan, the project features model Mayor Dutie in both intimate, garden-set portraits and candid, outdoor editorial shots. The imagery relies on natural light and a clean, warm aesthetic to emphasize the connection between the fragrance and its floral inspiration. The campaign utilizes a shallow depth of field and macro details, with set design by Mila Taylor-Young incorporating lush foliage and wildflowers. Styling by Jasmine Hassett, hair by Lucas Wilson, makeup by Marcelo Gutierrez, and manicuring by Natalie Pavloski complete the production, which was captured across a mix of digital and analogue film formats.
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