Glossier announces first-ever beauty brand partner

Popular beauty brand, Glossier, has announced its first-ever brand partner, and it should come as no surprise that it’s a powerful one.

In a new campaign, the brand has teamed up with several stars of the WNBA for its Body Hero collection: Sue Bird, Lexie Brown, Seimone Augustus, Kalani Brown, Amanda Zahui B., Natalie Achonwa, Stefanie Dolson and Gabby Williams.

According to Glossier svp of marketing, Ali Weiss, the campaign revisits the Body Hero concept Glossier first created for its product launch back in 2017, which explores “what our bodies do for us, and what we do for them.”

With that in mind, the ad has been developed to highlight and celebrate real people and their bodies, which is where the WNBA players come into play.

The video footage (which was shot by the women themselves) shows the stars in Orlando using the new Body Hero products: the Exfoliating Bar and Dry-Touch Oil Mist.

The WNBA spent their season fighting for racial justice, and this ad recognises and celebrates this important work. 
"Athletes. We aren't necessarily the standard of beauty," they said in the video. "But if I can embrace my body and tell you I'm beautiful, then that means I'm a Body Hero. You're a Body Hero."

The womens' Body Hero stories will give viewers a glance into their daily lives as professional athletes during the pandemic, which requires them to live in an ‘isolated setting inside the WNBA wubble’ (the women’s version of the NBA bubble).

Weiss said the brand learnt all about the rituals the women keep, the products they love and how they’ve come to define beauty as athletes and individuals, saying “For some, that journey was about finding beauty in their athleticism, and for others, it’s been about becoming a Body Hero through self-love."