Glossier
Wear It Wrong
Main Idea
This campaign is all about shifting beauty standards by encouraging consumers to celebrate freedom of expression and wear makeup however they want, even if it’s “wrong”.
In-Person Installation
Glossier Graffiti
Outdoor
Problem
Glossier is seen as another clean makeup brand in an oversaturated market... Boring.
Consumer
Post-grad Gen Z (ages 20–28) experiencing influential life transitions and seeking freedom of expression as they define who they are.
Insight
Consumers are exhausted by strict aesthetic standards and want the freedom to express themselves fully without rules, perfection, or approval.
Social
