Beauty brand Glossier is making its first foray into the body care category, and the diverse campaign for its new products is clearly in line with the inclusivity trend that is growing within the cosmetics industry.
Inspired by cleansing products designed for gentle facial care, the brand launched its ‘Body Hero Duo’ earlier this week. The pairing consists of a water-free ‘Daily Oil Wash’ that promises to attract grime and sweat “like a magnet” without drying out the skin, and a ‘Daily Perfecting Cream’ that aims to moisturize without leaving any residue behind.
Body Hero Duo’s campaign features five models of different skintones and from different walks of life, baring (nearly) all for the cameras. Creative director Lara Pia Arrobio, model Paloma Elsesser, clinical researcher Mekdes Mersha, entrepreneur Tyler Haney, and Olympic medalist and former WNBA star Swin Cash are snapped in various poses, with the odd tattoo or pair of socks their only accessory. Cash’s image, which sees her displaying her pregnancy bump, has been singled out as one of the most powerful.
Each of the models has opened up about the shoot on their own Instagram pages, discussing everything from nerves to body confidence and overcoming eating disorders.
Since its launch in 2013, Glossier has carved out a niche for itself as a millennial-friendly brand that focuses on effective skincare solutions with simple marketing and minimalist packaging. The Body Hero Duo is now available at glossier.com