Digital & Social
Glossier
Skin, off duty.
Supplied brand reference
The off-duty kit: balm, tint, a little gloss. What's left when the full look comes off.
The brief / 03
A social campaign that follows real skin through the hours nobody posts: after work, before bed, first thing in the morning.
01Challenge
Beauty feeds are full of finished looks. Glossier promises skin first, but most beauty content still shows the after, never the during.
02Insight
People feel most like themselves right after the makeup comes off.
03Concept
Skin, Off Duty. An hour-by-hour Stories series from 6 pm to 7 am, with creators who post their bare faces as proudly as their full looks.
Why it works
Glossier promises skin first. Showing skin in the hours after the makeup comes off proves that promise better than another finished look.
Skin, Off Duty / Stories concept
The hours nobody posts.
- 01
18:00 / After work
- 02
22:00 / Before bed
- 03
07:00 / First light