Glossier, the beauty brand known for its minimalist aesthetic, made waves with its bold campaign for the 2024 U.S. presidential election. Founded by Emily Weiss in 2014, Glossier has always aimed to enhance natural beauty, and now they’ve taken a step into the political arena.
The campaign, which ran from October 14 to Election Day on November 5, 2024, featured a striking full-page ad. The image, showing wet cleavage with the text “Vote for you,” immediately caught attention and sparked discussions across social media.
Glossier’s chief marketing officer, Kleo Mack, explained that the brand wanted to highlight the election’s importance and encourage conversations within their community and beyond. The campaign targeted swing state voters through various media, including billboards and college campus promotions in states like Arizona, Georgia, and Michigan.
But Glossier didn’t stop at eye-catching ads. They took concrete action by donating to organizations such as Ignite National, which trains young women to run for office, and Reproductive Freedom for All, an advocacy group for reproductive rights. They even brought the campaign into their stores, with Ignite representatives helping shoppers register to vote.
The timing of this campaign was significant, especially considering the ongoing debates about reproductive rights following the Supreme Court’s 2022 decision to overturn Roe v. Wade.
From a PR perspective, Glossier’s approach was clever. By aligning their marketing with issues that resonate with their core audience, they’ve potentially strengthened brand loyalty. This strategy seems particularly effective with younger consumers, who often look for brands that share their values and concerns.
While it’s challenging to measure the direct impact on voter turnout, Glossier’s campaign certainly contributed to the conversation about political participation, especially among young women. It’s an interesting example of how beauty brands can use their influence to promote civic engagement while staying true to their brand identity.
Image from https://www.businessoffashion.com
Ella Marinace 
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