In an increasingly polarized political climate, Glossier—a beauty brand known for its millennial-focused marketing—has taken a noteworthy step towards civic engagement. On October 14, the company debuted a new advertising initiative that aims to motivate voter registration among residents in key swing states. This innovative campaign will run through Election Day on November 5, utilizing billboards and digital platforms to reach potential voters in Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin.
The campaign features a striking visual: a close-up of wet cleavage accompanied by the text “Vote for you.” This imagery directly links to Glossier’s best-selling fragrance collection, aptly named “You,” which recently introduced two new scents. Such a clever integration of product branding and civic responsibility reflects Glossier’s strategy to make a cultural impact while promoting its offerings.
Kleo Mack, Glossier’s Chief Marketing Officer, emphasized the campaign’s goal is to stimulate vital conversations within their community and encourage voters to recognize what is at stake this election. “Our hope is to draw attention to what’s at stake in this election,” Mack remarked to The Business of Beauty, highlighting a conscious effort to support civic engagement among its customer base.
While the campaign’s content remains non-partisan, it aligns with Glossier’s broader progressive stance, particularly on issues related to reproductive rights. The brand has pledged financial support to organizations like Ignite National, which empowers young women to participate in politics, and Reproductive Freedom for All, an advocacy group focused on reproductive rights. Additionally, employees from Ignite will appear in Glossier stores, providing opportunities to connect with consumers about voter registration.
This initiative builds on Glossier’s previous activism. Following the 2016 Presidential election, the brand saw the potential for businesses like theirs to influence political discourse. In turn, their actions have spurred significant initiatives, such as a grant program for Black-owned beauty businesses and various collaborations with influencers and artists to spur voting awareness. For instance, during the 2022 midterm elections, Glossier hosted an event that featured pop sensation Olivia Rodrigo, who urged fans to cast their votes while donning a “Vote” tank top.
The advertising campaign is not limited to traditional media. It also extends into the digital realm, making use of colorful pink banners that will appear during the WNBA playoffs with the message, “Register to Vote.” In a further nod to this political initiative, Glossier will include a “Vote 2024” sticker with every order until Election Day. These multi-platform efforts exemplify an understanding of their audience—predominantly younger consumers who value political engagement and corporate social responsibility.
As the beauty industry grows more competitive, companies like Glossier are redefining their brand identities to align with the values and expectations of modern consumers. This recent endeavor not only champions political engagement but also seeks to reinforce Glossier’s standing as a socially-conscious brand. The connection between personal identity, civic duty, and commercial interest positions them uniquely in a crowded market.
For businesses contemplating a similar approach, Glossier’s campaign serves as a noteworthy model. Engaging customers through socially relevant initiatives can help brands cultivate loyalty while simultaneously contributing to the greater good. The blend of marketing strategy and political awareness illustrates that businesses can indeed play a critical role in driving voter engagement, especially among demographics historically less likely to participate in elections.
Glossier’s commitment to championing civic engagement through their Swing State Ad Campaign may leave an indelible mark on both their brand image and the communities they seek to impact. The underlying message is clear: at this pivotal moment in history, every vote matters, and brands have a responsibility to inspire their customers—an ethos that is certain to resonate within today’s marketplace.
As the campaign unfolds, all eyes will be on Glossier to see how effectively they can galvanize their audience to act—both in terms of beauty and voting.
