Glossier, a brand known for its ‘no makeup’ makeup products, pioneered the clean girl aesthetic. This iconic brand knew it had to do something memorable for the launch of their two new limited-edition Cloud Paint shades, Wisp and Soar, and called on FTP to help make it happen. The celebration, dubbed ‘Summer Scoops with Glossier,’ involved three matching branded ice cream trucks that took to the streets of Soho, Williamsburg, and West Hollywood.
Not only were the trucks designed to mimic the product’s soft finish and brought a pop of pink and purple to the city streets, but they also served sorbet flavors that perfectly matched the new Cloud Paint shades. For a choice between strawberry-raspberry, which mirrored to the vibrant and rosy hue of “Soar,” and blueberry, which corresponded to the soft and cool blue undertones of “Wisp,” Glossier created an immersive sensory experience for guests to recognize the new product shades.
With trucks surrounded by buckets filled with roses and product displays that showcased the entire summer collection, the fun, colorful pop-up made for the perfect “Insta-worthy” moment. After guests received their ‘summer scoop’ of sorbet, they were encouraged to shop the collection in store, sample color swatches, and share photos on social media using branded hashtags.
Glossier kicked off summer with a successful launch of the limited-edition must-have summer blush shades, which had fans running out to celebrate across NYC and LA. The activations culminated in over two thousand new SMS leads, a boost in sales, and amplification of the event’s reach through user-generated content.
