Body Hero Ad Campaign 

Lucy Ganser

Unveiling two new additions to their Body Hero collection, Body Hero Dry-Touch Oil  Mist and Body Hero Exfoliating Bar, Glossier collaborated with the Women’s National Basketball Association in their newest ad campaign. Highlighting the daily routine of the basketball athletes in the “Wubble” using Glossier products, the brand is using the WNBA as an amazing opportunity to highlight athletic bodies, something the media does not highlight enough. Beginning their Body Hero campaign in 2017, the brand used pictures of real bodies, a refreshing reminder for its target audience, such as consumers like myself. For this campaign, the self-love trend continues with “skin portraits,” zoomed in pictures of different parts of the body with a diverse array of unidentifiable women. Although these skin portraits are kept anonymous, the portraits beautifully supplement the campaign overall, putting even more of a focus on the WNBA players. 

The players convey a sense of vulnerability through opening up about their insecurities as females in sports, and the stereotype of athletes not being the standard of  beauty in these ads; however, Glossier uses these statements to convey a theme of acceptance. Highlighting that the athletes deserve a beauty regime and are a Body Hero themselves, the ads resonate with its viewers and create a positive persona of Body Hero product users, showing users are Body Heroes themselves.  

Cultivating a welcoming and all-inclusive community, Glossier has artfully created a brand that utilizes the media tools in the 21st century effectively. The brand uses many channels, such as Instagram, Youtube, TikTok, The New York Times, and even posters across Los Angeles, New York, and Chicago. Their audience reach with this new campaign is impressive but deserving.