Glossier kicks off the campaign with a playful “new product” reveal teasing a secret ingredient. Followers can piece together clues in Stories to discover it’s actually exercise and sweat. By submitting their answers, they can get an invite to Glossier’s upcoming tennis match.
After the tennis match, Glossier reveals the secret ingredient was sweat all along. They’ll capture shots of players and create before and after photos from the moments to show how a little post-match sweat is the ultimate natural ingredient for a dewy, glowing look.
