“Perfectly Imperfect” Glossier Campaign

Natural beauty ads are typically done for women and male beauty in advertising is often done from a sexualizing gaze. The mission of this campaign was to promote awareness to natural quirks that some men don’t love, done from a female gaze.

Year
2024

Client
Glossier

A smiling man with brown hair and a slight wrinkle around his eyes. To the right, a blue overlay with white and dark blue text reads: 'Eye crinkles? So what. PERFECTLY IMPERFECT. When you feel good in your skin, the world notices. Let the world see you be #ImperfectlyYou'. The brand name 'Glossier' appears at the bottom right.
An advertisement featuring a smiling young man with messy dark hair, wearing a black hoodie. The text reads: "Bangs? Not fazed. Perfectly Imperfect. When you feel good in your skin, the world notices. Let the world see you be #ImperfectlyYou," with the Glossier logo in the bottom right corner.
A smiling man with facial piercings, wearing a gray beanie and a green fleece jacket, is featured next to text that promotes embracing natural beauty and imperfections.
A young man with a light beard and mustache smiling and looking up. Next to him, there is a blue text box with the words: "Facial hair? Whatever. PERFECTLY IMPERFECT. When you feel good in your skin, the world notices. Let the world see you be #ImperfectlyYou." The bottom right corner has the brand name "Glossier."
A young man with fair skin, dark wavy hair, and acne on his face, smiling. Next to his photo, a blue background features text promoting skin confidence and the hashtag #ImperfectlyYou, with the Glossier logo at the bottom right.
Advertisement posters on a subway wall promoting embracing imperfections, featuring two smiling young men with short and long hair, with the text 'PERFECTLY IMPERFECT' and phrases about skin, hair, and eye crinkles.